Get this a ton. So here ya go.
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Figure this out. Otherwise you won’t know if your marketing works.
The closer measurement is to purchase the better.
Examples:
• Views, downloads, purchases
What communities is your target consumer in? Where do they join ppl with similar interests?
Examples:
• Subreddits, YouTube, Podcast
Don’t worry about picking influencers yet.
In these communities, find voices with (1) authority (2) high engagement.
Discount followers & views. They are poor indicators of influence, yet they drive up price.
Don’t pay more, for less.
How do I know this? Bc I made this mistake.
Influencer A
• 18m followers
• 2% engagement
• 26 sales
Influencer B
• 500k followers
• 30% engagement
• 1k sales
Find influencers producing destination, long-form content.
People go out of their way to listen/watch them. The audience is invested, and will invest in supporting brands.
Examples:
• YouTube, Podcast
Found influencers...great! Now, why should the audience care about your brand’s sponsorship?
Great influencers can be ruined by bad promos.
Can’t do this part for you. But here is a general guidline.
• Lean into the creator and their world.
Let creators make the campaign their own. They know how to talk to their audience much better than you do.