Many marketers we work with have already built out a social media marketing plan before they engage with influencers. However, there are some major benefits of considering influencers BEFORE building your plan. Check out these steps below to learn how you can leverage influencers while building out your next social media marketing plan.
Step 1: Identify A Core Group of Influencers
Identifying a core group of influencers at the beginning of your social media strategy can help as you build out other elements. Start by researching at least 10 influencers to understand:
- Which platforms they are most active on
- What type of content works best with their audiences
- How to specifically target your audience
Whether or not you end up actually working with influencers with your social media marketing initiative, it’s still helpful to see what top influencers are doing to engage with your target audience.
Step 2: Choose Which Platforms to Run Your Campaign On
Another benefit of identifying a core group of influencers is that they can give you great insight into which platforms you should focus on. Running a campaign on 6 different platforms sounds great in theory, but in reality, your audience probably focuses their time on just a few of them—and so should you. Pick the 2-3 social media sites where your audience is most active and focus your efforts on creating great campaigns for those platforms.
Step 3: Build Content
Depending on which platforms you choose, you’ll need to build out content accordingly. If you’ve identified Vine as a key platform, you’ll have to brainstorm ideas for 6 second videos. For Pinterest, it may be a series of engaging images. For YouTube, you’ll want to find a filmmaker who can help you create longer videos. Once you’ve identified what content needs to be created, you can decide if you can handle building the content in-house, contracting with a 3rd party, or relying on influencers to build out content for you.
Step 4: Targeting Strategy
One you’ve identified the platforms and content needed for your campaign, it’s important to strategize about how you are going to specifically target your audience so that your content doesn’t get “lost in the noise.” A few targeting opportunities include:
- Identifying popular hashtags that your audience uses or follows
- Leveraging social media advertising platforms to promote your content to a specific audience
- Working with influencers who are popular with your audience
Since organic visibility on platforms continues to decrease as social media companies prioritize ad space, you’ll want to figure out ways for your content to get seen other than organic posts on your brand channels.
Step 5: Track Progress
Once your campaign is launched, it’s important to track how it’s performing so you can shift strategies if need be and gain insight to building future campaigns. To do this, you’ll want to identify which KPIs will give you the best information about how your campaign did. These can could include:
- Impressions and Reach
- Interactions (likes, retweets, re-pins, shares, comments, etc.)
- Conversions, Sales, or Signups
Identifying metrics before your campaign launches will also help as you calculate the ROI after your program concludes.
Are you interested in bringing influencers into your social media marketing plan? Click below to chat with us today.