Influencer marketing has become a vital strategy for brands to get their content in front of the right audiences, generating meaningful engagements and maximizing brand awareness. Research shows that consumers look to influencers as trusted third-party sources and that recommendations from social media influencers are more likely to drive bottom line impact than traditional advertisements alone.
Organic influencer content has a higher visibility in social feeds than branded content and has been shown to deliver higher engagement rates. Yet the rapid rise of influencer marketing has created a saturated space where many marketers struggle to develop meaningful programs and many others don’t have the tools on hand needed to maximize the ROI of their influencer campaigns within 360 marketing efforts.
Influencer programs should start and end with data. Leveraging insights from social networks enables the strategic identification of partners while also providing the key to assessing the true business impact of content for any influencer campaign.
At the same time the most effective influencer programs balance qualitative and quantitative metrics. Data is foundational, but it’s the creative strategy that fuels the content influencers create and the ideas that drive viral engagement.
Serving as a global influencer marketing agency to our clients, LEWIS provides best-in-class influencer support across B2B and B2C brands.
B2B Influencer Marketing Programs involve a deep assessment of a brand’s vertical to identify the niche audiences most relevant to the target. Influencers can include industry thought leaders, editors and reporters, social advocates and existing customers. An effective B2B influencer marketing strategy should be grounded in identifying and monitoring influencers to track conversations and identify trends as they emerge. Brands should also consider engaging with key influencers, leveraging their trusted authority in the space via content partnerships or in-person engagements such as media panels and co-sponsored whitepapers.
Consumer Influencer Marketing Programs are rooted in storytelling, leveraging influencers’ ability to create meaningful, engaging and entertaining content to deliver a branded message. Influencer identification must assess both the demographic of the influencer and of their audience to ensure that branded content reaches the right targets. Contracting and briefing are also critical steps to ensuring success and compliance with FTC regulations. In the consumer space, key influencers include athletes, musicians and celebrities as well as digital creators and social media influencers (YouTubers, Instagrammers, etc.)
Regardless of the industry served, Influencer Marketing Programs should be custom developed as part of a marketing campaign strategy exercise. Influencers can be engaged through a variety of campaign and partnership approaches including:
Once an influencer marketing strategy is set, the success of influencer programs lies in being able to effectively navigate the complexities of the space: from negotiating contracts and drafting influencer briefs to establishing relationships and monitoring content for FTC compliance. At LEWIS, we leverage a roster of industry-leading influencer marketing platforms and tools and employ a trusted four-step process to deliver consistent success for influencer programs:
An overview of our global influencer marketing agency expertise across B2B and B2C brands includes: