By Courtney Moser
Albert Einstein once said that insanity is doing the same thing over and over again, but expecting different results. Of course, there’s a fine line between perseverance and insanity then, isn’t there? How do you know when it’s time to try something new?
If your first influencer marketing campaign didn’t have the outcome or results you wanted, make a change. Don’t try the exact same method again, but keep the aspects you really liked and take a hard look at everything else. Analyze what you can improve or customize, and see if the numbers give you any clues. Were the blog post views up to par? Maybe the content wasn’t authentic enough or you didn’t partner with the right influencers. Was social engagement lacking? This can point back to content quality again, or it may be because of a lack of visibility or consistency.
When you’re analyzing what went right and what went wrong with your influencer marketing campaign, it’s helpful to review the foundation. Ask yourself these questions:
o Were the campaign goals and deadlines manageable?
o Was this campaign integrated with our larger marketing strategy?
o Did we pick the right social platforms?
o Did we find the right influencers?
o Was planning and communication prioritized throughout the campaign?
On the other hand, if you went through the above list and felt confident in your campaign results, congratulations! Over at Find Your Influence (FYI), we’re proponents of the philosophy “If it isn’t broken, don’t fix it.” Once you’ve discovered what works for you and your brand, scale and repeat. Change up topics and your focus according to seasonal goals, but keep the foundation, strategy and basics to ensure future success.
If you cultivated good relationships with influencers, reach out and ask if they’d be interested in working with your brand again. As said in this Social Media Today article, “Influencer marketing boasts a 37% higher retention rate because it hinges around consumer loyalty.” This loyalty extends not only to consumers but hopefully to your influencers as well. An ultimate goal of influencer marketing, after all, is to turn influencers into brand advocates and ambassadors.
Blogging is often the core of influencer marketing campaigns, but social-centric campaigns are important as well for awareness and promotion. If you found certain networks that really resonate with your target audience, continue to utilize them. Share and integrate this campaign messaging with your brand social pages to create a consistent image and increase authenticity.
To learn more about influencer marketing, read the rest of our best practices here.