7 Questions You Should Ask Before Partnering With A Blogger
Let’s face it: influencer marketing is here to stay.
With the advent of social media, there’s never been a better way to harness the power of word-of-mouth advertising at scale.
The influencer community is growing daily, with niche audiences that are just ripe for your marketing messages. You just have to find the right way to communicate with them, and that’s where influencers come into play.
Whether they’re celebrities, professionals, journalists, bloggers, or other types of content producers, influencers occupy a unique space in the retail industry. Partnering with the right one can mean increased exposure, brand awareness, and sales for your online store.
In fact, a report from Rhythmone showed that the earned media value (how engagement translates into cash) of influencer partnerships is $11.20 per every $1 spent on average. That’s up from $6.85 in 2014 aka BIG bucks!
As social media continues to grow in popularity, influencer marketing is becoming less of a trend and more of an industry standard. But you don’t want the consequences of trial-and-error.
Here are 7 questions that every ecommerce store owner should ask themselves (and why) before embarking on an influencer marketing campaign.
1. WHAT BUDGET WILL I ALLOCATE FOR THIS?
Free traffic is a thing of the past. In order for your influencer campaign to be successful, you’ll have to invest something: cost of making and shipping products, online ads to leverage content, or even the influencer’s own rates. You should set a max budget for you to engage with and measure the results of an influencer’s campaign.
2. HOW MUCH LEAD TIME DO I NEED TO GIVE THIS CAMPAIGN THE BEST CHANCE OF SUCCESS?
Failing to plan is planning to fail. You should know how much time you’ll need to coordinate the effort, from shipping products to creating content and when it will all be distributed.
3. HOW LONG WILL MY CAMPAIGN BE IN MARKET?
Some influencer partnerships are per post while others can last upwards of six months. Knowing how long you plan to engage with an influencer will give you an idea of how long the campaign will be live and what resources will bolster it.
4. WHAT DOES SUCCESS LOOK LIKE FOR MY PROGRAM?
Maybe you want more sign ups to your email newsletter. Or what if you want to boost your following on social media? Is there a sales goal that you want to reach by the end of the campaign?
Knowing what success looks like will help you plan more efficiently and give you benchmarks to measure the campaign so that everyone is not only aware but executing what they need to.
5. WHAT TYPE OF INFLUENCER AM I LOOKING TO ALIGN WITH?
This is HUGE! You should know the influencers in your category, how engaged their audiences are and what you can expect from the partnership. Choosing the right influencer starts with having an articulate profile that will set the standards for your search. Taking the time to vet the opportunity gives both parties increased chances of success.
6. WHAT IS THE DISTRIBUTION PLAN FOR THE CONTENT?
Do you know what channels you’ll be focusing on? Will the content live online or be incorporated into an offline event? Will you submit the content to other networks to garner more press for the partnership? There are so many ways to make influencer marketing go the distance so be thoughtful about how you’ll go about it.
7. WHAT INFLUENCER MARKETING CAMPAIGNS HAVE I BEEN IMPRESSED WITH AND WOULD LIKE TO EMULATE?
And don’t just stick to your industry! There are so many examples of successful influencer partnerships from video product reviews, pop-up shop appearances, private dinners, product collaborations—the sky is the limit.
Of course, seeing what some of your main competitors have done give you a more direct guideline but don’t be afraid to think outside of the box and add a fresh spin to what’s currently out there.
Commerce Corner: What ways have you seen influencer marketing used across online retail? Share your favorites from big and small brands below!