We at Kobe, an influencer advertising and marketing company, continually encourage our purchasers to rethink their KOL advertising and marketing technique. As influencer and KOL advertising and marketing turns into fashionable, manufacturers and entrepreneurs alike have begun honing in on their marketing campaign methods.
Nonetheless, approaching influencer advertising and marketing identical to others is a vital limiting issue to your marketing campaign’s success. Therefore, on this article, we are going to present you how one can rethink your influencer advertising and marketing strategy.
How manufacturers usually strategy KOL and influencer campaigns
Most KOL and influencer campaigns start with an easy purpose: partaking well-polished, fashionable social media influencers to advertise your model to assist enhance worth and consciousness. From there, the model’s entrepreneurs will deal with goals and KPIs, monitoring them over the marketing campaign’s period to measure its success.
As soon as the marketing campaign’s goal is ready, the model’s entrepreneurs will select the social media platforms that they want to promote. From there, they can develop a listing of KOLs and influencers that they appear to accomplice with.
The restrictions of a data-driven technique
Selecting the promotional platforms and kinds of content material and setting benchmarks on your advertising and marketing marketing campaign previous to hiring a content material creator limits the effectiveness of the KOL and influencer advertising and marketing marketing campaign considerably. Entrepreneurs typically undervalue the influencing side that influencers and KOLs supply, prioritising knowledge and numbers throughout their strategising course of.
Entrepreneurs often fall into the lure of shortly deciding on KOLs and influencers who appears to be like good on paper however will not be probably the most cost-effective and useful selection for the marketing campaign.
Whereas numerical knowledge is important when selecting who you wish to accomplice with, such a quantitative determine alone will solely supply a surface-level perspective of the influencer and KOL. You additionally want to think about their experience, storytelling skill, relationship with their followers, content material high quality, and, most significantly, alignment with the model’s worth.
Most people, with their savviness in media, is skilled and educated sufficient to note when a model marketing campaign feels compelled, which could end in antagonistic penalties, akin to lowered engagement.
Adopting a creator-first strategy
Quite than prioritising benchmark metrics, adopting a creator-first strategy will additional your model marketing campaign. Choosing and partnering with influencer creators whose artistic content material and attain will help your model goal the precise clients authentically.
A creator-first strategy additionally lets you solidify your marketing campaign in keeping with the person influencer profiles. For instance, somewhat than limiting the marketing campaign to solely Instagram, a creator-first strategy should lengthen your consideration to incorporate YouTube or TikTok, relying on the actual influencer’s profile.
Planning your advertising and marketing marketing campaign in such a way provides your model the chance to broaden your marketing campaign’s attain in an natural method throughout various social platforms, permitting you to seize a wider scale of viewers.
Growing the most effective technique
The first benefit of a creator-first strategy in your advertising and marketing marketing campaign technique is that the chosen KOL’s or influencer’s strengths will form your marketing campaign technique. As a model, you could have a transparent marketing campaign purpose, planning out very important speaking factors based mostly on the service or product you’re selling. Nonetheless, you could go away room for personalisation and customisation for the influencers to recommend.
The partnered KOL or influencer is aware of their followers the most effective, and it is a essential factor that manufacturers ought to put their belief in. Permitting for artistic approaches and respiratory room permits them to make the marketing campaign idea their very own, which will increase the genuineness of the content material.
It’s important that manufacturers set up open suggestions with the partnered influencer, chopping out any content material that will not be aligned with the model whereas holding an open thoughts in trusting the influencer’s data and experience. In spite of everything, you might have determined to accomplice with them for a specific cause – their artistic experience. So, know when to loosen up and let their artistic strategy take priority. That’s the complete which means behind partnership and collaboration.
Conclusion
KOL and influencer advertising and marketing have lengthy been a staple side of digital advertising and marketing. By leveraging the partnership side of KOL and influencer advertising and marketing campaigns, each the creator and model will profit, with the tip outcomes being extra impactful, collaborative, and results-driven.
That is why partaking businesses, akin to Kobe, will help match manufacturers to the precise influencers and KOLs. In our a few years within the trade, we’ve enabled and empowered manufacturers and companies, serving to them obtain their advertising and marketing marketing campaign objectives. In the event you would additionally prefer to expertise success, then look no additional than https://www.getkobe.com/ to get in contact with us in the present day!
