{"id":4472,"date":"2023-06-07T10:33:38","date_gmt":"2023-06-07T02:33:38","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=4472"},"modified":"2023-06-07T10:39:54","modified_gmt":"2023-06-07T02:39:54","slug":"planning-influencer-marketing-strategy-guide","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/digital-marketing\/planning-influencer-marketing-strategy-guide\/","title":{"rendered":"Planning An Influencer Marketing Strategy: A Step-by-Step Guide"},"content":{"rendered":"<h1 class=\"post-gap\" style=\"font-size: 30px; line-height: 35px; font-weight: bold;\">Planning An Influencer Marketing Strategy: A Step-by-Step Guide<\/h1>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-4278\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Malaysia-Emily-in-Paris-.jpeg\" alt=\"influencer marketing\" width=\"1000\" height=\"\" \/><\/p>\n<p>Have you seen <b>Emily in Paris<\/b>? It\u2019s a trending series on Netflix.<\/p>\n<p>The Netflix series shows how Emily\u2019s selfies, pictures and videos on social media helped generate brand awareness and increase conversions for brands. It\u2019s so popular that Emily has become a meme sensation in Malaysia. We had:<\/p>\n<ul>\n<li>Emily in Perlis<\/li>\n<li>Emily in Selayang<\/li>\n<li>Emily in <a href=\"https:\/\/www.facebook.com\/GSCinemas\/posts\/10159389745552275\" target=\"_blank\" rel=\"noopener noreferrer\"><u>GSC Cinema<\/u><\/a><\/li>\n<li>Even Emily in Brand360!<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2FBrand360%2Fposts%2F10157898562319037&amp;show_text=true&amp;width=552&amp;height=654&amp;appId\" width=\"552\" height=\"654\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/li>\n<\/ul>\n<p>With the right Influencer Marketing strategy, businesses can gain impactful awareness and conversions too, just like Emily in Paris.<\/p>\n<p>If you\u2019re planning an Influencer Marketing strategy, we\u2019ve put together a step-by-step guide below to help you achieve a higher success rate for your campaign.<\/p>\n<p>Interested to learn more? Read on.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 10px auto\"\/>\n<br \/>\n<strong>What is An Influencer Marketing Strategy?<\/strong><\/p>\n<p>Influencer Marketing is about collaborating with online influencers to market and promote your products or services.<\/p>\n<p>Unlike celebrities, an online influencer could be anyone ranging from: Instagram models, Facebook influencers, Youtubers, Twitter personalities, and bloggers.<\/p>\n<p>Imagine the return of investments (ROI) you\u2019ll receive if your Influencer Marketing strategy hits the jackpot. By collaborating with popular social media influencers in your niche, your business will achieve a higher brand awareness in the marketplace.<\/p>\n<p>Have you already integrated Influencer Marketing into your Brand Strategy? If you haven\u2019t, then you\u2019re in the right place. Read on.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 10px auto\"\/>\n<br \/>\n<strong>The Importance of Influencer Marketing<\/strong><\/p>\n<p>The rise of social media has significantly changed the way businesses promote their products over the years.<\/p>\n<p>Today, your customers are turning to their favourite <em>Instagram<\/em> models, <em>YouTubers<\/em>, and <em>Twitter<\/em> personalities for advice and recommendations when making purchasing decisions.<\/p>\n<p>An Influencer Marketing strategy is an effective tactic because it helps to increase your website traffic, brand awareness, and drives your brand message to your target audience.<\/p>\n<p>Social media influencers and bloggers are advocates of your brand. They are important because they help to build trust and bridge the gap between you and your target audience.<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 30px auto\"\/>\n\n<h3><strong><u>How to Execute An Influencer Marketing Strategy?<\/u><\/strong><\/h3>\n<p>Developing a rock-solid Influencer Marketing strategy is crucial to the success of your campaign. Here, we\u2019ve listed some recommended steps to take your campaign to the next-level:<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<strong>#Step 1: Define Your Campaign Objectives<\/strong><br \/>\nBefore researching and shortlisting for influencers, it\u2019s very crucial to define your campaign objectives first. Why are you using Influencer Marketing as part of your strategy? What do you want to achieve out of this campaign?<\/p>\n<p>Here are some common campaign objectives that most business strive to achieve when using Influencer Marketing in their business:<\/p>\n<ul>\n<li><strong>Brand Awareness:<\/strong><br \/>\nMake your brand more recognisable and familiar to your target audience. Striving for this objective is very helpful, especially if your brand is still very new in the marketplace.<\/li>\n<li><strong>Brand Identity Building:<\/strong><br \/>\nThis refers to influencing what your customers feel about your brand when they think about it. It also refers to elements such as: your company\u2019s logo, typography, packaging, and the distinct colours and designs used.<\/li>\n<li><strong>Audience Building:<\/strong><br \/>\nGrow your pool of existing audience who are following your social media pages. This is achieved by providing interesting, useful, and valuable content that attracts the attention of your audience.<\/li>\n<li><strong>Social Media Engagement:<\/strong><br \/>\nIncreasing social media engagement refers to getting more Likes, Comments, Shares and Mentions about your social media pages. Facebook\u2019s algorithm prioritises posts with higher engagement rates at the top of their user\u2019s News Feed.<\/li>\n<li><strong>Lead Generation:<\/strong><br \/>\nGenerating more leads refers to identifying and increasing the number of your prospects, and then converting them into customers who are interested to buy your products or services.<\/li>\n<li><strong>Sales:<\/strong><br \/>\nThis refers to an increase in your business\u2019 revenue as a result of higher sales and more number of products or services sold to your customers.<\/li>\n<li><strong>Customer Loyalty:<\/strong><br \/>\nBuilding loyalty to get your customers to choose you over your competitors. This is the next step you should make if your audience is already aware of your brand\u2019s existence.<\/li>\n<li><strong>Link Building:<\/strong><br \/>\nAchieving more visibility and presence for your website on search engines such as <em>Google<\/em> and <em>Bing<\/em> to rank higher on search pages. You do this by building links from other websites and getting them to link to yours.<\/li>\n<\/ul>\n<p><hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<strong>#Step 2: Research<\/strong><br \/>\nThe next step in your Influencer Marketing strategy is to do thorough research on some influencers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4479\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research.jpg\" alt=\"research\" width=\"1000\" height=\"666\" srcset=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research.jpg 1000w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research-300x200.jpg 300w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research-768x511.jpg 768w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research-219x146.jpg 219w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research-50x33.jpg 50w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Influencer-marketing-research-113x75.jpg 113w\" sizes=\"(max-width:767px) 480px, (max-width:1000px) 100vw, 1000px\" \/><\/p>\n<p>Before reaching out to them, make it a practice to research their industry and niche. Essentially, you want a list of influencers who can relate to your target audience and demographics. So, take time to learn about their interests and audience first.<\/p>\n<p>Make sure that your potential influencers are persons relevant to your niche, expertise, and industry. It is unprofessional to pitch to any random influencer online. In fact, the worst mistake you can make is pitching to an irrelevant influencer who is not within your niche or industry.<\/p>\n<p>To speed up your research process, you can also use Influencer Marketing tools to shortlist a handful of online influencers related to your field. Some of our favourite tools are: <em>Buzzsumo, Followerwonk, Awario, Klear, and Alexa<\/em>\u2019s Competitor Backlink Checker.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<strong>#Step 3: Shortlist Influencers<\/strong><br \/>\nOnce you\u2019ve conducted your research, shortlist 10 &#8211; 20 influencers who are most capable of driving your marketing goals and objectives forward.<\/p>\n<p><u>Consider these factors as you shortlist your potential influencers:<\/u><\/p>\n<ul>\n<li><strong>Followers &amp; Engagement<\/strong><br \/>\nThe number of followers which an influencer has garnered is an important metric. However, it should not be the only factor to help you select your influencers. This is because it\u2019s very easy to fake a following, especially if the influencer has enough money to buy followers online.On the other hand, it\u2019s much harder for an influencer to fake their audience\u2019s engagement. As such, you should also observe how much engagement is generated from each of their social media posts.<\/p>\n<p>An example of such engagements are the number of social shares and comments from their followers. These factors are really good indicators to determine how influential they truly are.<\/li>\n<li><strong>Posting frequency<\/strong><br \/>\nHow often does the influencer post on social media? Avoid shortlisting influencers who post only once a fortnight or once a month.Social media is growing and evolving at lightning speed. There are hundreds of new aspiring influencers around the world competing for social media attention everyday. If your selected influencer is not posting regularly enough, their audience will move on to other influencers who post content more regularly.<\/p>\n<p>An inactive influencer will not help you achieve your brand awareness goals as effectively as other influencers who are more active on social media.<\/li>\n<li><strong>Timeframe<\/strong><br \/>\nHave an estimated timeframe. Determine how long you\u2019ll need to conduct your research and allow for extra time to contact your shortlisted influencers.In addition to that, don\u2019t forget to allocate some more time to follow-up with shortlisted influencers who haven\u2019t responded to your emails or messages. Many online influencers receive several outreach messages a day from businesses to promote their products. As such, sending them one message might not be enough.<\/li>\n<\/ul>\n<p><hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<strong>#Step 4: Build A Relationship with Your Shortlisted Influencers<\/strong><br \/>\nEstablish a good relationship with your selected influencers. You can do so by commenting and sharing their social media posts.<\/p>\n<p>Taking the initiatives above will help you get recognised and noticed by them as it shows you are genuinely interested in their content. This puts you a step ahead of other businesses who are also in competition to hire the same influencer.<\/p>\n<p>As you strengthen the relationship, make it your aim to nurture a long-term relationship with the influencer. Developing such a relationship is highly beneficial, especially when you need their help to promote your business or any new product launches in the future.<\/p>\n<p><hr class=\"no_line\" style=\"margin: 0 auto 30px auto\"\/>\n<br \/>\n<strong>#Step 5: Send A Personalised Message<\/strong><br \/>\nOnce you\u2019ve built a good relationship with your selected influencers, send them a personalised email or direct message to explain your business objectives. Avoid sending generic messages or emails.<\/p>\n<p>If you haven\u2019t already come up with a campaign name, you should do so in this email. Be sure to also include a link in your email regarding your sales promotion, especially if your marketing objective is to increase sales.<\/p>\n<p>When writing the email, be mindful of your tone of voice. <a href=\"https:\/\/www.brand360.com.my\/chinese\/2020\/brand-archetypes-identity\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Make sure that it is in alignment with your Brand Personality.<\/u><\/a> For instance, if your brand voice is more casual than serious, try to avoid sounding too serious when writing the email. Or if your brand voice is usually more respectful than sassy, then be sure that the same tone of voice is reflected in your email.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<strong>#Step 6: Follow-Up<\/strong><br \/>\nThe next step in your Influencer Marketing strategy is to follow-up with the influencers. You\u2019ll need to decide when to call or message them again if they do not reply after a certain lapse of time.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4481\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers.jpg\" alt=\"follow up\" width=\"1000\" height=\"666\" srcset=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers.jpg 1000w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers-300x200.jpg 300w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers-768x511.jpg 768w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers-219x146.jpg 219w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers-50x33.jpg 50w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Brand360-Contact-Influencers-113x75.jpg 113w\" sizes=\"(max-width:767px) 480px, (max-width:1000px) 100vw, 1000px\" \/><\/p>\n<p>Whilst you want to avoid pestering them, it is certainly worth your time to send one or two follow-up messages. Emails and messages can get lost, overlooked, or even deleted when their inbox is full.<\/p>\n<p>Your follow-up message should remind the influencer of the contents in your previous email, the value you can offer them, and what exactly you would like them to promote about your business.<\/p>\n<p>If the influencer still does not respond to your follow-up messages, move on to other influencers who are interested in your business. There is a sea of influencers on social media today, and it isn\u2019t hard to find another one to replace those who ignored or rejected you.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 5px auto\"\/>\n<br \/>\n<strong>#Step 7: Measure Your Campaign Results<\/strong><br \/>\nAfter completing all the steps above, you should actively monitor and measure your campaign\u2019s results to determine its effectiveness.<\/p>\n<p>Here are some useful performance metrics you should pay attention to when tracking your results: the number of impressions, clicks, brand mentions, follower growth, and whether there was an increase in your brand\u2019s engagement.<\/p>\n<p>To be efficient, you could also use some of our favourite tools that will quickly measure and analyse your campaign\u2019s performance: <a href=\"https:\/\/sproutsocial.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Sprout Social<\/u><\/a>, <a href=\"https:\/\/www.crowdfireapp.com\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Crowdfire<\/u><\/a>, <a href=\"https:\/\/hootsuite.com\/platform\/analyze\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Hootsuite<\/u><\/a>, <a href=\"https:\/\/www.socialbakers.com\/free-tools\/tracker\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Social Bakers<\/u><\/a> and <a href=\"https:\/\/www.facebook.com\/help\/instagram\/788388387972460?helpref=page_content\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Instagram Insights<\/u><\/a>.<\/p>\n<p>The success of a campaign is determined based on whether or not you\u2019ve achieved your goals and objectives set out in <strong>#Step 1<\/strong> of this article. With that said, your Influencer Marketing campaign is completed once you\u2019ve finished this final step.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 10px auto\"\/>\n<\/p>\n<h3><strong><u>Common Influencer Marketing Mistakes<\/u><\/strong><\/h3>\n<h5 style=\"color: #ff0000;\"><strong>Mistake #1: Avoid Rambling in Your Pitch<\/strong><\/h5>\n<p>Be direct and concise when pitching to an influencer. Avoid rambling in your pitch. When crafting your emails or messages, pay attention to the tone of voice of your message. Do not come across as demanding, but write as if you are offering them an exclusive opportunity.<\/p>\n<h5 style=\"color: #ff0000;\"><strong>Mistake #2: Failing to Conduct Thorough Research<\/strong><\/h5>\n<p>Like all campaigns, if you do not conduct thorough research, there will be flaws and loopholes in your Influencer Marketing strategy.<\/p>\n<p>To avoid such mistakes, thoroughly scroll through the influencer\u2019s posts and review the comments section. Avoid pitching to influencers whose posts are drowning in negative comments from their followers. Collaborating with such influencers will only tarnish your brand\u2019s reputation.<\/p>\n<h5 style=\"color: #ff0000;\"><strong>Mistake #3: Failing to Measure Campaign Results<\/strong><\/h5>\n<p>Like all campaigns, it is essential to measure your Influencer Marketing results. Failing to do so will leave you wondering whether the campaign has benefited your business or not.<br \/>\n<hr class=\"no_line\" style=\"margin: 0 auto 10px auto\"\/>\n<\/p>\n<h3><strong>Wrapping It Up&#8230;<\/strong><\/h3>\n<p>To recap, here&#8217;s a summary of the steps when doing Influencer Outreach:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-4566\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide-410x1024.jpg\" alt=\"\" width=\"410\" height=\"1024\" srcset=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide-410x1024.jpg 410w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide-120x300.jpg 120w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide-58x146.jpg 58w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide-20x50.jpg 20w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide-30x75.jpg 30w, https:\/\/www.brand360.com.my\/wp-content\/uploads\/2020\/10\/Influencer-Outreach-Guide.jpg 600w\" sizes=\"(max-width:767px) 410px, 410px\" \/><\/p>\n<p>We hope this article has provided you with more knowledge and insights to help you improve your Influencer Marketing strategy.<\/p>\n<p>If you\u2019re still feeling uncertain about how to carry out an Influencer Marketing campaign, you can <a href=\"https:\/\/www.brand360.com.my\/chinese\/contact-us\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u>reach out to Brand360 for a chat, or send us a message to request<\/u><\/a> for more case studies on Influencer Marketing.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>","protected":false},"author":3,"featured_media":4517,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[107,106,114],"tags":[],"table_tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Planning An Influencer Marketing Strategy: A Step-by-Step Guide - Brand360<\/title>\n<meta name=\"description\" content=\"Maybe you\u2019re planning an Influencer Marketing strategy, but don&#039;t know how. 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