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5 Ways to Create an Effective Influencer Marketing Strategy

Over the years, the interests and preferences of consumers have evolved and so have their behavior towards traditional advertising. Now brands understand this and are modifying their marketing strategies accordingly. And this is where influencer marketing strategy comes in.

Influencer marketing has gained immense popularity over the past few years. From 2017 to 2018, the number of searches for the term, “influencer marketing” increased by 71.7%. Also, it is predicted that by 2020, brands will be spending $5 billion to $10 billion on influencer marketing.

Image Source – Google Trends

The data clearly indicates that brands have shifted from traditional forms of marketing to leveraging influencers. High-quality content has always been a vital element in creating a successful influencer marketing campaign. Your influencers will create entertaining and valuable content that isn’t too promotional and which can attract and win over your target audience.

In addition to quality content, there are other important elements that you need to consider when creating an influencer marketing campaign. This post will show you five ways to create an effective influencer marketing strategy.

Let’s get started.

1. Define Goals for Your Influencer Marketing Campaign

One type of influencer marketing strategy will not fit every brand’s requirement. To run a successful influencer marketing campaign, it’s important that you know exactly why you want to run it. What are the goals that you want to achieve through influencer marketing?

It’s a prerequisite that you have answers to these questions before you start a campaign. The answers are the foundation of your entire campaign and will help you build your campaign effectively.

However, you shouldn’t have a big laundry list of goals either. This will simply create more confusion rather than guiding you. So, it’s better to take baby steps and focus on a couple of goals at a time to achieve your overall organizational goals.

2. Identify a Target Market

Now that you have identified your influencer marketing goals, you need to identify your target market. This might sound like a very obvious step, but if not done correctly, the entire campaign may not be successful. It is a huge factor in the success of your influencer marketing campaign. 

Once you identify your target audience, it will help you select the most relevant influencers. It’s important that the followers of your potential influencers are also your target audience. This means they should share the same characteristics as your target audience. 

Identifying your target audience will also help you pick a relevant and effective social media platform to execute your campaign. You will learn more about this in the following points.

3. Identifying and Collaborating with Relevant Influencers

Next comes the most important element in the success of an influencer marketing campaign – identifying and collaborating with relevant influencers. The main responsibility of an influencer is to reach out to your target audience and raise awareness for your brand.

However, it’s equally challenging to find a suitable influencer for your campaign. But it’ll be a little easier to find relevant influencers when you consider the goals of your campaign. Also, look for the following characteristics in your potential influencer to make your hunt easier:

  • The demographics of your target audience should be similar to the followers of your potential influencer.
  • Ensure that the potential influencer is an expert in your niche. 
  • Also, they should have a decent amount of followers on their social media accounts.
  • Review their posts to measure the authenticity of your potential influencer. Authentic posts will create a genuine impact on your target audience.
  • You also need to calculate the engagement rate of your potential influencers. This will help you understand just how well they can engage their followers. The higher the engagement rate, the better your campaign performance.

In addition to this, you can also use tools to find influencers suitable for your marketing campaign. There are tools like Grin, which allows you to use filters like category, reach, engagement, and many more to find suitable influencers.

It’s important that you invest your time and effort into identifying relevant influencers for your influencer marketing campaign, as this can make or break your entire campaign.

4. Select the Right Social Media Platform

Did you know that 91% of marketers use Instagram for their influencer marketing campaigns? But that doesn’t mean you should use the same social media platform unless it’s absolutely right for you. You need to find out which social platforms would be suitable for your campaign.

Image Source – Bloglovin’ Marketers Survey 2017

The selection of the social media platform for your campaign entirely depends on your target audience. You need to identify the social platform where your target audience spends most of their time. It also depends on the type of content you want to post and share with your target audience.

Every social platform is suitable for a different type of content and targets a different set of audience. So pay close attention when selecting social media platforms for your campaigns.

5. Track and Monitor Your Influencer Marketing Campaign

It’s important that you track and monitor your influencer marketing campaigns. This will help you understand whether or not your campaign is running successfully and generating expected outcomes. It also gives you an opportunity to make necessary changes to your strategy to generate the desired results.

You need to monitor the entire campaign against the goals you decided upon at the beginning of your campaign. In addition to this, you should also evaluate the performance of your influencers. Collect data like follower growth rate, increase in sales, number of views generated, engagement rate, etc. to evaluate your influencers. 

The evaluation will give you a clear picture of your campaign’s impact on your target audience. And you can improve or strengthen your influencer marketing strategy accordingly.

Final Thoughts

Creating a successful influencer marketing campaign might seem easy, but it’s not. There are several aspects that you should consider for an effective influencer marketing campaign. It includes identifying relevant influencers, selecting the right social media platforms, defining goals, and identifying your target audience.

It is also important that you monitor and evaluate the performance of your influencers and the entire campaign. This will help you make adjustments as needed to improve your results.

Do you know of any other tips to create an effective influencer marketing strategy? If so, please feel free to comment.


Brandon Brown is the CEO of Grin, an influencer marketing software solution for brands. 
Grin’s software helps customers identify, recruit & activate the world’s most engaging influencers. Prior to Grin, he was led marketing for the #1 energy drink market in the world, Los Angeles & Orange County, at Red Bull North America.

The post 5 Ways to Create an Effective Influencer Marketing Strategy appeared first on SiteProNews.

Social Media Marketing – Key Skills and Trends of the Future

Over the years, social media platforms have become the force for progress in the marketing world. Initially created for completely different purposes, these platforms have become a place where businesses can easily market their products. 

Social media marketing is definitely here to stay, and here’s why:

Marketing on social media is also a quick way for your message to get viral. And, with many effective tools for business, marketing on social media has become more effortless. 

Right now, social media marketing is on the rise. But what does the future hold? What skills will be crucial for a social media marketer to have? What trends will define the scope of social media marketing in the future?

Let’s take a look. 

Trends that Shape the Future

The landscape of social media marketing is changing every day, and it’s not an exaggeration. With every update, businesses are introduced to new possibilities, new tools are being created to boost creativity and make social media marketing even more powerful. 

On-the-Spot Content Replacing Pre-Produced Content

The perception of the perfect content for social media is changing as well. Right now, users prefer seeing a storytelling format. 92% of consumers want brands to make more ads that feel like a story. This prompted Instagram and Facebook to come up with the format of Stories. 

Current data shows that stories will remain a preferred type of content both by social media users and businesses:

The reason why users love the format of Stories is that it depicts on-the-spot events rather than preliminary planned and edited content. More reasons why users like this type of content include:

  • Stories don’t require too much attention;
  • Millennials and Gen Z thrive on an authentic and meaningful relationship with brands who let them see behind-the-scenes activities;
  • Editing stories is effortless with many filters at hand. 

Users love in-the-moment, raw content. It makes the product and the brand seem more authentic. Thus, it is expected that this format will shape the content that will dominate social media in the future.

Influencer Marketing

Influencer marketing was introduced to us by social media. And, over the past several years, it has exploded. Reportedly, Google searches for influencer marketing grew 1500% over the last 3 years. 

Social media users adore influencers, even naming them more trustworthy than celebrities. It is reported that 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger, and here’s why:

  • Influencers a relatable. They often communicate with their followers and share honest reviews. 
  • Even though brands pay influencers for promoting a product, most of them are highly unlikely to recommend something they don’t like. 
  • Authenticity is one of the main reasons why social media users trust influencers. They also provide their followers with personalized content. Thus, they remain relevant, catering to the needs of their subscribers. 

Collaborating with a social media influencer brings a ton of benefits to brands. For instance, a collaboration between Scramble Brand Official and YouTube influencers Jenna Marbles and Julien Solomita helped the company sell their limited edition rashguards within several hours. And, due to the increased demand, the company did a restock and sold out within a few days.

Many famous brands, like Daniel Wellington, also often collaborate with influencers, getting immense profits and new customers. Thus, this trend is likely here to stay and impact the purchasing decisions of social media users. 

AI-Powered Personalized Experiences

AI is shaping the future of many industries in the business world, and social media marketing is no exception. With features, introduced by AI, creating personalized experiences and running a successful social media campaign has become easier. 

In the future, social media marketing is expected to see the further development of the following AI-powered features:

  • Using slack bots for customer support. With this feature, it has become easier for customer support service to handle communications with customers. This AI-powered solution uses machine learning to anticipate possible solutions to a problem. 
  • Facial recognition. This feature has already been on Facebook for a long time. It recognizes the faces of your friends on a photo and automatically tags them to make sharing content even faster. 
  • Machine learning is also used for introducing a social media user with ads based on their activity on a certain platform. This is how Facebook ads work and what Instagram uses to build the Discover page. 

It is expected that the influence of AI on social media marketing will become even stronger in the future. Many other features, connected to personalization and anticipation tools, are also expected to be developed in order to improve the whole experience. 

Defining a Perfect SMM Employee: Key Skills 

Now, let’s talk about key skills that will shape the hiring decisions of social media marketers in the future. With social media developing and changing so fast, SMM professionals are expected to adapt to the changing environment. 

Here’s what different HR professionals say about the key SMM skills that will impact hiring decisions in the future. 

Jeff Bullas, a marketing specialist and a famous influencer, as listed by Forbes, calls a future social media marketer a “ninja geek”, saying that he/she will have to tackle many things at once and stay updated 24/7. Thus, the key skills that will help to handle this flow of data and information are strategy planning, community management, and content optimization. 

Professionals at Robert Half, a global human resource consulting firm, agree with Jeff Bullas, adding that essential skills will also include:

  • Adapting the product to the fast-changing world of social media;
  • Employing different analytics tools to receive regularly updated social data;
  • Having excellent communication and leadership skills to delegate tasks and track the performance of the team. 

Thus, being highly adaptable and always updated are key skills that companies will be looking for in a social media marketer. However, basic skills like communication and planning will play no small part in other key skills needed for social media marketing in the future. 

Final Thoughts

Social media marketing is definitely here to stay as developers invest more and more effort in its development. In the future, it is expected to remain one of the key marketing strategies. The key stipulation is to always remain updated. So, keep up with these trends and key skills that will shape the future of social media marketing to make sure that your campaigns perform successfully.


Adriana is a professional writer and an editor at She also has a Master’s degree in Marketing, having worked several years for major companies in the U.S. Adriana’s articles bring valuable insights to the readers, supported by credible resources and thorough research.

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