In the fast-paced world of marketing, influencer marketing has developed into a successful strategy that is often considered indispensable. Especially for B2C, employer branding and recruiting, this form of marketing opens many doors to reach the desired target groups. Nevertheless, the decision to integrate influencer marketing into your own marketing strategy should be well thought out. Not every company benefits equally – it requires a careful analysis of whether the specific requirements and goals of a brand harmonise with the potential of influencer marketing. In this article, we take a closer look at how companies can assess whether influencer marketing is the right choice for them.
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Before deciding on a marketing strategy, it is important to understand who exactly your target audience is. Based on this, you can scrutinise or exclude certain forms of advertising. To clarify, certain social groups may be less targeted by influencer marketing than others. One example of this is older people, who are not influenced by content creators to the same extent as younger generations due to a lack of or low social media affinity. It is therefore important to carefully consider the suitability of influencer marketing with regard to the respective target group.
You should ask yourself:
For the latter question, an influencer search platform such as influData is a great help, as it makes the search for suitable content creators much faster, more comprehensive and more precise than a manual influencer search. So if you have recognised that influencer marketing is a promising measure for your company and that you can reach your target group through it, the next crucial step is to find the right influencers based on data.
Before you fully dive into an influencer marketing campaign, it is crucial to realistically evaluate your budget and available resources. The financial aspect is often a key factor influencing the scope and execution of your campaign. Consider your budget for working with influencers. Costs in this context can vary significantly and depend on factors like the content creator’s reach and niche. Factor in not only their fees but also production costs and paid media budget for ads. Additionally, assess the resources available within your company for implementing and monitoring the influencer campaign. This includes not only financial resources but also human resources. The coordination, communication and evaluation of the campaign require a clear allocation of tasks within your team. Influencer marketing cannot simply be done “on the side” – a misconception shared by many brands before launching their first campaign. To answer the question about the costs of working with the creators themselves, influData can help you with its Smart Media Value. This gives you an estimate of how much you would pay for a collaboration – based on the reach, the target group and the expertise of marketing experts.
A key success factor in marketing lies in the clear definition of objectives. Before launching a campaign, it is essential to consider exactly what is to be achieved with the application. These objectives not only serve as a guideline for the entire campaign but also enable a precise evaluation of the campaign’s success. Based on the goals to be achieved, certain forms of advertising are more or less suitable. Influencer marketing is no exception.
The following objectives are generally suitable for influencer marketing campaigns:
The following targets are only suitable for influencer marketing to a limited extent:
Influencer marketing is not an all-in-one solution for every company. A precise definition of your target group, an evaluation of the budget and available resources, as well as clear objectives, are essential in order to decide whether influencer marketing is a valuable form of marketing for you and your brand. Once these points have been clarified, realistic expectations can be set and the available possibilities of this measure can be utilised. It is important to know and utilise the specific strengths of influencer marketing while understanding its limitations to create a successful campaign.