{"id":3734,"date":"2018-06-14T11:48:48","date_gmt":"2018-06-14T15:48:48","guid":{"rendered":"http:\/\/acaweb.ca\/en\/?p=3734"},"modified":"2018-06-14T11:55:30","modified_gmt":"2018-06-14T15:55:30","slug":"how-to-create-a-more-effective-influencer-marketing-strategy","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2018\/how-to-create-a-more-effective-influencer-marketing-strategy\/","title":{"rendered":"How To Create A More Effective Influencer Marketing Strategy"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/06\/social-media-community-pexels-1056561.jpeg\" alt=\"\" width=\"200\" height=\"200\" class=\"alignleft size-full wp-image-3735\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/06\/social-media-community-pexels-1056561.jpeg 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/06\/social-media-community-pexels-1056561-150x150.jpeg 150w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/06\/social-media-community-pexels-1056561-175x175.jpeg 175w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/p>\n<p>Influencer marketing is seeing meteoric growth: 63% of marketers increased their influencer marketing budget from 2016 to 2017; and 40% will increase it again this year, according to <em>Harvard Business Review<\/em> (2018). However, many marketers still struggle to get their strategies right. At a <a href=\"http:\/\/acaweb.ca\/en\/events\/optimize-your-influencer-marketing-strategy\/\">recent ACA webinar<\/a>, Cathy Fernandes, CEO of Jones Media, shared advice on how marketers can better optimize their influencer marketing strategies. <\/p>\n<p>To start, there is a compelling case to be made for utilizing influencer marketing. As consumers become less interested in traditional marketing tactics, they\u2019re putting their trust in social media influencers. As a result, KPIs such as views, reach and engagement rates all spike because audiences feel connected to the influencer and follow them loyally. <\/p>\n<p>A survey from the Boston Consulting Group (BCG) found that 60% of consumers do not believe that traditional advertising is based on factual information, and 51% refuse to engage with a brand before a sense of trust has first been established. <\/p>\n<p>\u201cIt\u2019s encouraging to know that content and influencer marketing is driving trust and building [consumers\u2019] relationships with brands,\u201d said Fernandes. <\/p>\n<p>How does influencer marketing impact businesses? \u201cUltimately, it\u2019s about dollars\u2026 Influencer marketing creates killer returns,\u201d said Fernandes. For example, for every dollar spent on influencer marketing, there\u2019s an average of $6.50 in returns. Industries on the higher end for returns are food and drink ($1\/$11.33), retail\/apparel ($1\/$10.48) and travel ($1\/$7.04), according to a McKinsey Report. <\/p>\n<p>Here are a few of the keys from Fernandes to creating a successful influencer marketing strategy: <\/p>\n<ul>\n<li style=\"margin-bottom: 6px;\"><strong>Understand your audience.<\/strong> \u201cKnowing exactly who they are, where they hang out, what they care about, and why they would be interested in your brand helps to understand their behaviour,\u201d said Fernandes. \u201cThe more you can understand their behaviour\u2026 the more success you\u2019re going to have.\u201d<\/li>\n<li style=\"margin-bottom: 6px;\"><strong>Go niche.<\/strong> Marketers should work with influencers who cover niche topics to tap into influencers\u2019 highly engaged audiences. This is key if marketers are looking for high engagement and interaction, but becomes less important if they\u2019re only seeking awareness and reach.<\/li>\n<li style=\"margin-bottom: 6px;\"><strong>Choose influencers with multiple platforms.<\/strong> A Bloglovin\u2019 survey of 22,000 digitally savvy women worldwide found that 88% of respondents follow influencers on two or more platforms. \u201cCross-platform strategies always yield the best results,\u201d said Fernandes. <\/li>\n<li style=\"margin-bottom: 6px;\"><strong>Connect on the most effective platforms.<\/strong> Instagram is the leading platform to follow influencers, with 60% of women following an influencer on that platform. Facebook is close behind at 50%, and Pinterest and blogs are at roughly 35% each. <\/li>\n<li style=\"margin-bottom: 6px;\"><strong>Be authentic.<\/strong> Genuine messaging is the number-one driver of engagement on branded influencer content. If it feels too branded or \u201csalesy,\u201d followers are not going to engage. In addition, audiences are more likely to engage with sponsored content if it closely resembles content previously posted by the influencer. <\/li>\n<li style=\"margin-bottom: 6px;\"><strong>Evolve from one-off tactics to \u201calways-on\u201d relationships.<\/strong> Fifty-nine percent of people are likely to seek out future content from a brand after viewing their branded content, according to a study by IPG Media, Forbes and Syracuse University. \u201cThat lays the groundwork for why frequency is important,\u201d says Fernandes. \u201cIt drives significant results if a content strategy is always on, not just a one-off.\u201d<\/li>\n<li style=\"margin-bottom: 6px;\"><strong>Broaden your KPIs.<\/strong> While standard digital media KPIs can be applied to influencer marketing, there\u2019s a lot more that can be measured. This includes: reach for brand awareness, exposures\/impressions to drive customer acquisition, video views, content engagement, click-through to brand site, increase in brand handle followers and product sales.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Influencer marketing is seeing meteoric growth: 63% of marketers increased their influencer marketing budget from 2016 to 2017; and 40% will increase it again this year, according to Harvard Business Review (2018). However, many marketers still struggle to get their strategies right. At a recent ACA webinar, Cathy Fernandes, CEO of Jones Media, shared advice [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[128],"tags":[807,236,442,808,665],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Create A More Effective Influencer Marketing Strategy | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2018\/how-to-create-a-more-effective-influencer-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Create A More Effective Influencer Marketing Strategy | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"Influencer marketing is seeing meteoric growth: 63% of marketers increased their influencer marketing budget from 2016 to 2017; and 40% will increase it again this year, according to Harvard Business Review (2018). 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