Tips for influencer marketing success
Know your customers inside out
When it comes to influencer marketing companies and how to reach the right audience, the best thing you can do to improve your success is research, research, research. Learn about your customers’ behaviors at every customer journey stage. Study things like your customer’s:
- State of mind
- Wants and needs
- Concerns and frustrations
Then work to inform and guide prospects through dedicated influencer campaigns for each customer journey stage. For example, if you sell a premium wine, you could have influencer campaigns that walkthrough:
- How and where your products are made, including fun visits to factories and offices.
- The ingredients you incorporate with trips to farms and vineyards.
- Charitable and sustainability-linked initiatives your company is involved in.
- What makes your products the best blended with user-generated content and testimonials.
- Inspirational campaigns are highlighting different settings people drink in.
- Where customers can find your products, including trips to key distributors.
Target the right audiences and choose the right platform
It’s crucial you pinpoint who you want to speak to and go where they hang out most online. This approach will give you the best chance at driving engagement and conversions.
However, note some platforms like TikTok don’t allow alcohol marketing. So, to be on the safe side, ensure you promote to audiences where at least over 71.6% of people are 25 years old and above and follow any regulations in your country. This is where an experienced influencer marketing agency like Open Influence helps you meet your legal obligations while creating impactful influencer campaigns).
Create campaigns around memories and experiences
Aim to make your campaigns memorable and relatable by using hobbies and experiences your target audience does in their daily lives. This tactic will help your target customers see how and where they would use your product.
It’ll also spark positive emotions and allow consumers to connect your brand with the “good days,” making it more likely they’ll click through to your brand and kickstart their customer journey. For example, people tend to drink at social gatherings like weddings, on vacation, and dinner with friends. Again, knowing your target audience will help you pick out the best experiences and hobbies to feature in your campaigns.
Choose influencers that fit your brand style and personality
Dedicate time to find influencers that align with your brand’s style, voice, and mission. Working with lifestyle influencers can work well here to help portray a lifestyle your target customers want to live.
Be experimental in your content formats to up your viewership and engagement and reach your target customers in the ways they like to consume content. It may seem like a lot of effort to diversify your content, but it pays dividends. Here are a few statistics that show why mixing different content formats is a wise investment:
Also, the setting of your influencer campaign should be suitable to ensure you promote responsible drinking. For example, avoid campaigns promoting drinking in a car, pool, or during a sporting activity.
Make integrity and compliance a priority
To stay in line with your chosen social media platforms’ terms of service, be sure to state your influencer campaigns are brand partnerships clearly. Being transparent will also show your target audience that you run an honest and respectable company which goes a long way in building trust.
Also, ensure the influencers you work with are of legal drinking and permitted to consume alcohol in the country you are promoting in.
Stay informed on the regulations surrounding alcohol promotion in that territory and update your strategies as needed to stay compliant. Finally, offer your influencer guidance on the rules surrounding alcohol promotion so they create complaint campaigns the first time around.