Influencer Question of the Day:
What’s a practical approach to scale your INFLUENCER program without a massive upfront investment? (Thread)
2/ As I’ve said before, instead of thinking Micro OR Macro influencers, think more along the lines of a Micro TO Macro strategy.
3/ The practical steps laid out below will not only save you significant dollars on an upfront Macro influencer investment, but will also create a community of influencers that generate value on a monthly basis.
4/ Step 1: Identify 10 micro influencers that have audiences of overlapping interest with yours, and high engagement rates (both way more important than following).
5/ Step 2: Broker a deal for them to create an IG story promoting the product you send using a UTM tagged link.
6/ Step 3: Track the results of all 10 within Google Analytics (Example attached).
Measure objectively for swipe up rate, time on site and purchases.
Measure qualitatively for on brand messaging and content creation skill.
7/ Step 4: Extend the deal with the 3-5 top performing influencers.
8/ Include in the deal:
A.) Page/IG Ad account access & Whitelisting ability
B.) The creation of 2 additional assets - Prospecting long form and Remarketing messaging
(Sample Attached on behalf of Fresh Clean Tees)
9/ Step 5: Take these assets and run them as a paid media funnel from both the brand page and the influencer page to their audiences (page and insta engagers) as well as your top audiences.
Scale against a target ROAS.
10/ Final thoughts: Audience/Following is a commodity you don't want to pay for, source for authenticity and the ability to sell through the creation of amazing content and you will, not, lose.
And if you want help with this process. Let me know. We are here for it.
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