Influencer Marketing in the Core Marketing Mix

By Erick Schwab, COO and Co-Founder at SYLO

This is part two of our series on how brands can integrate influencer campaigns into their marketing mix and measure for success. Click here to check out last week’s post on whether influencer marketing is still in the experimental phase.

Last week, I discussed how influencer marketing needs to move past the experimental stage, and find its way into brands’ core marketing mixes. So how can brands go about this? Instead of constantly ‘experimenting’ with influencer marketing, do something different—dig in deeper to find the real value it can bring to your brand. The first question you need to answer is WHY you’re doing influencer marketing at all. Establish goals, define KPI’s, and make sure that they align with other marketing tactics you’re spending money on.

Social media is the natural home of influencer campaigns but brands often neglect to plug it in and connect it to their overarching marketing goal to see how it’s performing in relation to everything else. Instead of just using social media influencer campaigns to get exposure and engagement, think of ways to extend them to reap more benefits. For example, you could get creators to work behind the scenes to foster new relationships for your brand. Or, you could connect your influencer campaigns with TV ads and radio and billboard campaigns to increase impact and put out a coherent, uniform message across a variety of different channels.

Another point of consideration is SEO. While it is considered ‘below the line’ marketing, it can still benefit from the ‘above the line’ activities. Partnering up with ‘micro’ influencers (bloggers, reviewers) can expose your content to different audiences, plus your link diversity gets a significant boost, which will eventually affect your SERP rankings.

This Is How Porsche Does It
Porsche’s recent campaigns demonstrate the true power of integrating influencers with other tactics at their disposal by taking on a challenging goal – changing the perception of sports cars from something that’s for men that are going through a midlife crisis to something that’s cool, young, and vibrant. They ended up organizing pop-up events in iconic US locations and using social media creators to deliver both buzz and a sense of urgency. Curated content was delivered to smartphones using geo-targeting and Instagram and Snap stories allowed the audience to get behind the scenes. These impromptu races were then broadcasted over radio and listeners were directed to web pages where they could find out what other Porsche events were taking place nearby.

As you can see, Porsche went all out, understanding that good influencer campaigns connect with everything else; when done properly, they can amplify the message and give other marketing tactics (placement, paid media, SEO, PR) a boost that they need.

Measure Everything And Replicate Success

Integrating influencer marketing and making it a part of your other marketing activities allows you to connect campaigns and see how they can benefit from each other. Since they are all working towards one overarching goal, it’s a shame not to use their synergistic interaction to your benefit.

These integrations also give you context and allow you to compare influencer marketing with other mediums in order to gauge its true value. Measuring these integrated campaigns and comparing them to what was done in the past will light up where to focus in the future in order to improve ROI. Keep the integrations that are working and keep experimenting with the others until you get what you’re after.

Benefits of influencer marketing can sometimes feel hard to grasp but they are there. The way to reap them is to partner up with someone who can show you the real value of influencer marketing through metrics and data. Only then can you build effective influencer marketing strategies that will help you achieve your goals. SYLO can provide you with those metrics so don’t hesitate to reach out if you have any questions or comments.

Photo credit: Pixabay

Is Influencer Marketing Still Experimental?

By Erick Schwab, COO and Co-Founder at SYLO

Here’s something I’m sure all marketers can agree with – you don’t have it easy.

With so many different marketing approaches popping up on a regular basis, it can be difficult to separate the wheat from the chaff. The question is always: “what to add to your core marketing mix and what to leave behind?”

Influencer marketing is one of those tactics that often inspires lively debates.

Is it still new and experimental? How do you measure its ROI? Which team should handle it – PR, media, social? Seeing how it hasn’t been long since it became mainstream, it’s easily understand the confusion that influencer marketing creates internally.

So, is influencer marketing still experimental?

The answer can be both yes and no, and it depends on how you treat it within your company. If you’re activating your first few campaigns then yes, it’s experimental. However, the costs will balloon up quickly, making its ‘experimental’ status unsustainable in the long run.

That’s why it’s important to plug influencer marketing into your core marketing mix as soon as possible. Treat it as you would any other media you purchase so it can be evaluated equally against contributes to your overall goals. As for who should handle it, the answer is – dedicated professionals who will make sure that influencer campaigns don’t devolve into more questions verse results.

Integrating influencer marketing into your core marketing strategy and benchmarking it against past practices allows you to see its effectiveness in relation to everything else you’re doing. It also gives you an opportunity to measure the impact influencer marketing is having on your other marketing mediums – what it boosts and by how much.

If you fail to do that, you run the risk of executing campaigns that miss the mark more often than they hit it. Experimenting is good and well, but if you’re not measuring—if you’re not learning from those one-off campaigns—you can’t evolve your strategies. The real threat here is becoming locked in superficial partnerships and never exploring what you can get from deeper, long-term relationships with creators.

Why One-Off Influencer Marketing Campaigns Are a Missed Opportunity

Instagram alone is a $1 BILLION economy in terms of influencer marketing. It’s possible that the economy on that one platform is even bigger when we factor in the related costs. Add all of the other social media platforms to that and the amount of money spent on influencer marketing becomes mind-boggling.

I’m willing to wager that a good chunk of that money is spent on one-off campaigns, with just a fraction of it being diverted into long-term relationships that actually have some value.

Consistently engaging in one-off campaigns without exploring the deep end of the pool can put both brands and creators in jeopardy.

  • Campaigns will feel like adverts – an underlying thread connecting the brand and the creator is often missing, resulting in disjointed campaigns that are not in sync with everything else the creator is producing.
  • The possibility of sending a wrong message increases – since there’s no connection, there’s no way to know how audiences will react to the brand. Will they consider the collaboration an ‘intrusion’? If they do, they will simply manually ‘ad block’ content and that will be the end of that collaboration.
  • No access to any substantial data – monitoring campaigns over time gives brands the opportunity to learn about demographics, trends, engagement, and more. One-off campaigns are a very unreliable source of said data.

This is part one of a two part series on how brands can integrate influencer campaigns into their marketing mix and measure for success. Click here to read part two which dives into the best practices for making influencer campaigns a part of your core marketing strategy.

Photo credit: Pixabay