Seven Tips for Better Influencer Management

Before you decide to partner with an influencer, check if their followers are the right fit for your products or services.

For example, don't ask an automotive blogger to promote diving equipment. It wouldn't be a successful marketing.

What would you think if Cristiano Ronaldo started recommending the Canada adventure tour? Most of his subscribers are football-oriented and have less interest in visiting hockey-oriented countries like Canada. Nobody would take this marketing campaign seriously. Wasted money, wasted time, wasted efforts, failed management.

But how to find the most suitable influencer for a marketing strategy? Search him in your customer base or social media followers. Such people already know your brand as well as their audience.

Good relations with an influencer are important for effective management. Long-term partnership clearly shows that he is interested in your product and appreciates cooperation with your company. This helps to establish a high degree of trust with the audience and run a successful marketing campaign in the future.

Another reason for finding long-term relationship with an influencer is the fact that some potential customers from his followers may hesitate to make a first purchase.

They need some days to make an informed decision or wait for him to mention your company again. On average, people need about 8 control points before they finally buy something. That is why working with an influencer who speaks for your brand on a permanent basis is vital.

A marketing campaign always takes a lot of effort. Creating YouTube content is quite different from writing Facebook or Twitter posts. In the first case an influencer has to create an exciting video, it is time consuming compared to writing a text message. That is why effective management includes setting realistic time frames.

In such a situation it is better to inform your influencer in advance about the length of the marketing campaign. And also make sure that the timing is realistic and convenient for him.

Fair pay is an important aspect of influencer management. The price to be paid depends on a number of factors, but above all on the size of the influencer audience.

For example, in Instagram, influencers are classified into nano, micro, medium, macro and mega. And the price for a post ranges from $10 for nano to $10k and more for mega.

In addition to paying, it is better to provide an influencer with free products or product testing. It will help to learn more about your product or services and make influencer management more efficient.

Another marketing strategy is to provide productivity-based incentives. You should give your influencer some extra benefits if his/her post on social media gets a certain amount of comments or likes. Or you can offer a commission for the sales that have increased due to the influencer.

There are several specialized management tools that can help your marketing be more organized and efficient. These are Popular Payouts, Traakr, GRIN, Upfluence, Peg and Sideqik.

All of these platforms seek an influencer connecting to a massive database. They have a convenient central monitoring panel that helps to communicate, sort and assign influencers on various marketing campaigns.

Their performance can be tracked via these platforms without using social media management software. These tools provide useful services for management, including payments to an influencer, measuring marketing campaign ROI, and more.

To succeed in influencer management, you must develop a transparent and effective system to measure your marketing campaign performance. The most important metrics are impressions, utilization and conversion rates, cost-per-acquisition (CPA) and return on investment (ROI)

All these metrics allow you to effectively measure the results of your marketing campaigns, help to make decisions and show where improvements can be made.

The marketing industry is rapidly growing. Instead of a one-off collaboration, brands and influencers seek profitable, sustainable partnerships.

Influencer management requires a lot of time and effort, and experience in implementation of an active marketing campaign. It is therefore preferable to work with a marketing agency.

This is a great way to reduce the burden on you and your employees, save time on management, and build a lasting relationship with the influencer who loves your brand.

Influencer management is a vital part of a brand marketing strategy. Getting the right person, cultivating these relationships and benefiting take a lot of effort from the marketing team. Fortunately, there are a lot of influencer management tools that can help in this challenging endeavor.