Categories for Marketing

6 Steps to building a successful Influencer Marketing plan

August 12, 2015 12:11 pm Published by

Do you feel completely overwhelmed by trying to create a successful Influencer Marketing plan? Perhaps you are not sure where to even start, let alone knowing how to produce a winning plan.

Using influencers as a media channel is new and not everyone feels confident conceptualising, managing and tracking an Influencer Marketing campaign. This is where Webfluential can help you. Our six steps below provide guidance on how to create an industry-leading Influencer Marketing plan.

However, the best news is that our platform has all the tools you need to complete step two through to step six for you. All you need to do is define your target market and as Influencer Marketing experts, we will do the rest. Phew – it is ok to breathe a sigh of relief!

6 Step by step Influencer Marketing Plan

  1. Define the target market
    The first step to any marketing plan is to define your target audience. It is no different with Influencer Marketing. This helps you understand how your customer thinks, discovers, makes decisions and purchases product. Consider specifics like the gender, location, age and number of people you would like to reach.

 

  1. Conceptualise your campaign
    Brainstorm concepts for your Influencer marketing campaign that will meet your marketing objectives and easily integrate into your marketing plan. Think of influencers as another media channel being added to your media planning. Just like you brainstorm a concept that works best for radio or television, think of a concept that works best for influencers. Also give thought to the type of content you would like created, what the key messages are and what format is best to share this message (video, blog post, photography etc.).Platform tip: Webfluential gives you access to a team of dedicated account and campaign managers that are pros at developing ideas for brands when working with influencers.

 

  1. Discover relevant influencers
    You need to find influencers that are relevant to your brand and messaging you want to share. It is important to not only look at the reach an influencer has, but also how aligned they are to your audience and message. You want the content they produce for you to be relevant and resonate with their audience for better engagement and shares.Platform tip: Webfluential gives you access to a database of thousands of influencers as well as the tools to search for the most relevant influencers for your brand and campaign. Our search tool allows you to add filters to your search according to the interests of influencers. For example, you could search for a mommy blogger that enjoys running or fitness.

 

  1. Manage workflow and logistics
    Monitor and manage all campaign logistics like briefing of influencers, content schedules, workflow and payment. As more influencers are added to a campaign, it is important to ensure you have enough time allocated to work closely with each influencer to get the results you desire from their content and audience.Platform tip: Webfluential campaign managers will oversee all your campaign logistics like briefing, follow up, content fact checking, deadline management etc. As content is posted online to blogs or social media channels by influencers, you can access a detailed workflow to view all posts, tweets and shares in one place, as they go live.

 

  1. Track your results
    Monitor the results and impact of your campaign according to your objectives and measurement indicators like reach, resonance, relevance, engagement, link clicks etc. You want to ensure that your budget spend has resulted in return on investment (ROI).Platform tip: Webfluential has a detailed tracking and reporting tool that actively measures and showcases your campaign results. The reporting tool has been built with researched algorithms to accurately measure the results of Influencer Marketing and ROI. Check out one of our reports here

Webfluential Influencer Marketing Plan Reports

  1. Unpack your learnings
    Evaluation and learnings are significant for understanding both the successes and challenges of your campaign. This allows you to adapt and improve your plan for future executions. Some influencers might have worked better for your brand than others. Content may have resonated more with certain audiences. The more you learn, the better your future campaigns could be and the bigger your portfolio of best practice becomes.Platform tip: The Webfluential reports unpack any of the campaign learnings for you, so that you can take advantage of any successes or avoid mistakes in future campaigns. Our team spend time analysing each report for any key findings.

Sign up as a marketer if you would like to find out more or start using our platform to run successful Influencer Marketing campaigns.

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1 000 Marketers accessing 2 683 Influencers, reaching 185 countries across the world. An update on the Webfluential platform.

June 7, 2015 10:15 am Published by

We haven’t given you a behind the scenes update on Webfluential in a while. Since we launched to trade in March 2014 we’ve been working hard to build a platform that services marketers in major cities like New York, London, Lagos, Johannesburg, Cape Town, Sydney, and Nairobi.

We’re excited to announce that we officially have 1 000 marketers using our Influencer Marketing platform, giving them access to a combined audience bigger than most of the international news sites you read every day.

We’ve also introduced new metrics to our business to ensure our clients get the most value from their Influencer Marketing campaigns. The addition of paid media, retargeting and even detailed reports (you can view a case study here) have really helped take this business run by enthusiastic South Africans into global markets.

We’re building a platform we believe in, growing an incredible team, and together we’re changing an industry. A BIG thank you to the clients who believed in us, without you none of this would be possible.

These are our most recent stats…

Webfluential Audience Size

 

 

 

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Digital marketing tactics for day-of-the-week specials

January 29, 2015 1:07 pm Published by

Retailers, both online and IRL, often offer day of the week specials to boost sales on a historically slow sales day and to create an ongoing association with the brand and that day of the week. Traditional marketing on radio and television are great methods to raise awareness of these campaigns, but digital offers a means to turn interested customers into repeat customers, even moving them to spending on non-discounted retail days. Few brands have utilized tools on the web to maximize returns on their discount-day marketing efforts.

We provide a how-to on running a day of the week special on digital, assuming a lunch time meal special. Call it “Tempura Tuesdays.”

Plant the seed

Digital marketing platforms, particularly Adwords and Google Display Network, are ideal for serving ads at a specific time of day and very targeted location. The Tempura Tuesdays lunch special needs to penetrate the minds of an audience located within a ten minute drive of the restaurant while they’re working on their desktops in the office. Display banners on news and content sites plant the seed that appeals to the almost-hungry office worker. Subliminal awareness of the campaign – tick!

Secure the customer

As the target audience starts chatting about plans for lunch, checking in on social networks and are about to make a group decision, use digital to make it for them. The audience has already been served the awareness banners, now float the opportunity past them on Facebook and Twitter through promoted posts. Customers ordering Tempura on a Tuesday – tick!

Turn deal-hunters into loyal repeat customers

By using a combination of conversion tracking to your weekday-special webpage and audience retargeting, it’s then easy to create an aggregate audience that you can reach again, at lower cost and higher conversion rate, to bring their friends, offer coupons or upsell to attend killer profit-day events like Valentines Day or Mother/Fathers Day.

Who to target

These easy to follow tactics will work well for a brand in converting awareness to consideration and through to sales. Typically, the brand’s own social channels and fans will be targeted. But what about other, similar audiences that could be drawn in? Which single digital platform offers a golden thread through display, social and audience marketing? Well, the digital influencers speaking to your target market, with their channels linked to Webfluential. Their audiences trust in their endorsements and recommendations, and often span far wider groups of people than present in a brand’s owned social channels. They also offer the long term SEO benefit of the content living online and pointing back to the brand website.

To execute a day-of-the-week special on digital, contact us to speak to an account manager who can assist you.

 

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