An Executive’s Guide: How to Do Influencer Marketing the Right Way

1. Different Influencer Compensation Models

In the realm of influencer marketing, there are several compensation models to consider, each with its own level of effectiveness. Here, we’ll delve into these models to help you make informed decisions when collaborating with influencers.

• Cost per Engagement: One of the most effective compensation models is cost per engagement. Under this arrangement, influencers are compensated based on the number of engagements their content generates. According to a study conducted by Linqia, this model has proven to be highly effective in influencer partnerships.
• Cost per Click: Another noteworthy compensation model is cost per click. In this model, influencers are rewarded based on the number of clicks they drive to your landing page. It is considered as effective as the cost per engagement model, making it a popular choice among marketers.
• Pay per Post: This model involves paying influencers a fixed amount for each post they create for your brand. While not as effective as the first two models, it remains a viable option for many businesses, as suggested by the Linqia study.
• Free Products/Experiences: In addition to monetary compensation, brands can offer influencers free products or experiences in exchange for their collaboration. This alternative compensation method can be appealing to influencers and serves as an effective way to build partnerships.
• Cost per Acquisition: Also known as “cost per conversion” or “cost per action,” this model compensates influencers based on the number of actions or acquisitions they drive, such as form submissions, newsletter sign-ups, or purchases. It’s another valuable model to consider in your influencer marketing strategy.

2. Planning Your Influencer Marketing Campaign

Now that you have a grasp of various compensation models, let’s move on to planning your influencer marketing campaign. Your campaign’s success relies on careful planning and selecting the right approach to achieve your specific goals.

• Choosing the Best Campaign Type: Influencer marketing offers various campaign types, and it’s crucial to select the one that aligns best with your brand’s objectives. Below are three highly effective campaign types:
  • Setting Up an Instagram Storefront: Instagram is a powerhouse for influencer marketing, but not all users can include clickable links in their posts. To overcome this limitation, encourage your influencers to set up their own Instagram storefronts. They can feature your products in their posts and provide direct links to their storefronts in their bios, simplifying the buying process for their followers.
  • Promoting a Giveaway Contest: Giveaways are an engaging component of influencer marketing campaigns. Collaborating with influencers to host giveaway contests featuring your products can boost audience engagement and raise awareness of your brand. Contest rules can encourage participants to tag friends and share the giveaway post, expanding your brand’s reach.
  • Creating Unique Content: Allow influencers the creative freedom to craft unique and authentic content that resonates with their audience. This approach is more likely to engage their followers and inspire them to explore your brand. Avoid exerting excessive control over influencer content, as it can hinder authenticity.

3. Leveraging Instagram for Influencer Marketing

Instagram is a potent platform for influencer marketing due to its visual nature and vast user base. To maximize your influencer marketing efforts on this platform, consider the following strategies:

• Instagram Storefronts: Encourage influencers to set up their own Instagram storefronts where they can showcase your products and provide direct links for their followers to make purchases. This approach streamlines the buying process and enhances user experience.
• Giveaway Contests: Utilize Instagram to host engaging giveaway contests with influencers. These contests can involve tagging friends and sharing posts, effectively increasing brand visibility and engagement.
• Authentic Content Creation: Allow influencers to create authentic content that reflects their unique style and resonates with their followers. Authenticity is key to building trust and driving interest in your brand.

4. The Power of Giveaway Contests in Influencer Marketing

Giveaway contests are a valuable component of influencer marketing campaigns, providing numerous benefits for both brands and influencers. Let’s explore the advantages of incorporating giveaway contests into your influencer marketing strategy:

• Audience Engagement: Giveaway contests encourage active participation from the audience, fostering engagement with your brand and products.
• Brand Awareness: Through tagging and sharing requirements, giveaway contests can significantly expand your brand’s reach and visibility among potential customers.
• Brand Perception: Running successful giveaway contests can enhance your brand’s image, portraying it as generous and customer-focused.
• Follower Growth: Collaborating with influencers on giveaway contests often results in increased followers for both the influencer and your brand, amplifying your online presence.

5. Embracing Authentic Content Creation

One of the key factors for successful influencer marketing is the creation of authentic and engaging content. Brands that allow influencers the creative freedom to express their genuine opinions and experiences often yield better results. Here’s why embracing authentic content is crucial:

• Influencer Expertise: Influencers have a deep understanding of their audience and know what type of content resonates with them. Trusting influencers to create content in their own voice leads to more effective engagement.
• Audience Trust: Authentic content builds trust with the audience. When influencers share their honest opinions and experiences with your brand, their followers are more likely to trust and consider your products or services.
• Content Variety: Allowing influencers to craft content in their unique style ensures a diverse range of content, which can attract a broader audience and maintain interest over time.

In conclusion, influencer marketing offers numerous compensation models and campaign types to suit various brand objectives. By leveraging platforms like Instagram, incorporating giveaway contests, and embracing authentic content creation, you can harness the full potential of influencer marketing to elevate your brand’s presence and engage with your target audience effectively.