First, select brand prescribers. It is important to get the keys to choose the agency, find the influencers that best fit your objectives, design your campaign successfully and measure the results.
Before developing, ask yourself the following questions: Is it worth investing in influencers? Is it going to give me real results? Is it a type of marketing suitable for SMEs? How do I know I haven’t thrown away the money? These and other doubts are very common when it comes to tackling an influencers campaign.
Therefore, the first thing is to choose very well in the hands of whom we put ourselves. And to do that, we have three paths: go directly to the influencer, look for a specialized marketing agency (those who design the strategy) or go to an agency representing influencers. The difference? “A representation agency has its own talents that they put at the disposal of marketing agencies or brands. The agencies influencing marketing, on the other hand, do not represent anyone, but manage the campaigns of the brands. Marketing influencing agencies, on the other hand, do not represent anyone, but manage brand campaigns through them”, explains Luis Díaz, General Manager for Spain and Portugal at Human to Human. Why is this differentiation so important? Because “if an influencing agency works directly for a brand, it runs the risk that they are not really selecting the best for their campaign.
CHOOSING WHEN INFLUENCING
Having said that, it is clear that the brand must be involved in the choice of people with whom it will work. And what it must do thinking about its objectives and the philosophy and values represented by the influence in question. Not by number of followers “The most important thing is for the company to set the objectives it wants to achieve with its influencing campaign. Do you want brand recognition? Do you want to generate engagement? Or do you want above all conversion and increase sales? An influencer can help in all stages of sales, from acquisition to purchase, retention, etc.
HOW MUCH DOES A CAMPAIGN COST?
It depends a lot on the number of followers and the engagement it generates, but on average it will cost 15,000 or 20,000 euros.
You can also do free actions or without a monetary payment. “Smaller brands tend to have a lot of microinfluencers, cheaper and more involved with their audience.
Once the profiles that interest us have been identified, we can use any of the segmentation and influencer search tools that exist in the market.
Contact us and we will advise you on the best tools to help you increase sales that among its many functions includes influencer marketing.