Considering influencer marketing is the latest buzzword, keeping your game a notch higher as an agency is imperative. However, if your ultimate goal is only to promote the services, then it’s highly likely that you will end up facing severe consequences. The roadmap, or in simpler terms, the execution strategy, is why your agency is missing the mark and the business stands at the risk of failing.

Earlier, the sales funnel was clear. However, the generation of leads and their conversion has become a challenging process altogether. It would help if you were specific, focused, and organized to optimize our approach.

Acing the game

Influencer marketing extends beyond simply buying and selling. You should make connections and focus on brand perception after the purchasing experience. You need to consider what will happen after you sell a product or service. Many brands and agencies are unaware of the right way of doing so and are still testing their waters. Here is what you can do to ensure you are not only a part of it but also ace it and enjoy a competitive edge.

• Content creation is an art

Content forms the core of any campaign. Content creation is easy, but relevant, relatable, and heart-touching curation is not everyone’s cup of tea. The storytelling format, incorporating personal experiences, and focusing on how the product will be the ideal solution to the customers’ issues are some strategies that would help portray your client in an innovative way yet with content that will be relatable for the audiences. Weaving a story with real elements, such as real people, product videos, etc., will have a better impact than simply summarizing your product features.

• Why not leverage the power of technology?

Without proper tools, pulling off a campaign can be challenging. Collaborating with the right set of influencers aligning with your brand’s vision and goals, along with having a loyal, engaged follower base, is indeed crucial. Hence, the selection should be made after thorough research and consideration. But in today’s digitally driven world, you need not search through thousands of sites and influencers to do it manually. Some platforms also help you reach the loyal customer base who can act as influencers- customers who have already used your offering and admire your brand will be able to promote its USPs in a better manner thereby building credibility amongst target audiences. 

Furthermore, some platforms match your campaign brief with content creators who would be perfect partners. These platforms also let you measure organic performance metrics like reach, impressions, engagement, etc. There are also solutions available with built-in administrative workflows that simplify tasks such as campaign scheduling, payments, contracts, communication with creators, etc. You need to leverage technology for your assistance to focus on the major components of the campaign and actively participate in the decision-making process.

The responsibility to guide clients on the right path solely lies on you

For any agency, their client is the king. However, the client might not have a clear goal or want to communicate the message inappropriately. In fact, they can often micromanage the influencer’s content asking them to incorporate a sales pitch in their communication. These are your cues to step in and voice your opinion. The responsibility to guide them on the right path solely lies with you. You, as an influencer marketing agency, are the experts. Hence, you would have to handhold them and explain what elements are missing and how these gaps can be filled. Guide them through the process and help them understand that in the absence of goals or misled communication, the campaign might not succeed and that influencers require their creative freedom.