The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.
Why are you doing influencer marketing?
Did you know that 55% of New Years' resolutions include working out more?
Here’s a scenario for you: it’s January. You’ve made it your resolution to work out more. You go to the gym. You take it one step further. You get in touch with a personal trainer. Here's what happens next.
On the first day, the PT will ask you what you want to achieve. It might be that you might want to loose a few pounds, to increase your stamina, or maybe you only want to build muscles? Perhaps you're going big, and your objective is to run a marathon in under four hours.
What you won’t do, and what you shouldn’t do, is go there and ask for a number of sessions without an objective. The objective shapes the way your sessions will look like. It will shape your diet. It will decide how many reps you have to do and the milestones you need to reach to achieve your final goal.
Marketing should always work in the same way. Your objective shapes the strategy and the strategy determines the deliverables.
Influencers and the end goals
Influencer marketing is no different.
You set your objective, and craft a strategy based on the objective.
Your strategy should determines which nfluencers you will use, what they will post, and to how many.
Crucially, reach shouldn’t be an objective, and neither should new followers or likes. The objective should always be about how the reach, the followers and the likes change the perception of your brand and generate revenue.
Still, most brands only have a few rather irrelevant KPIs in mind: “I want to reach 1 million people”, “I want 25,000 likes”, or “I want to activate 30 influencers”.
It is probably the most common and dangerous mistake that people make when doing influencer marketing, starting at the wrong end. That's like going to the gym and saying that you want 20 PT sessions.
Instead, you should ask yourself why you want to do influencer marketing. What are you trying to achieve, and what is your objective?
Your objective will shape the strategy. The strategy will determine the deliverables. But don’t conflict deliverables with your objective. It is the only way to make sure your objective fades away in the process.
Objective > Strategy > Deliverables. Always in that order.
Frederik Martini Andersson, co-founder, Tailify
Have your say
Do you have a strong opinion on a topical industry issue? To submit a comment piece, please send a short summary of your idea to email@example.com. Views of writers are not necessarily those of The Drum.