Influencer marketing is when a business collaborates with an influential person on social media to promote a product, service, or campaign. These people are known as “social media influencers,” have dedicated and engaged followings. Celebrity endorsements were the original form of influencer marketing. However, in today’s digital world, that can be any person with a social media account and has the ability to large reach audiences. Here are a few key steps to get you started on your influencer marketing campaign.

Look For Relevance:
The influencer is sharing content and has an audience relevant to your business and industry. Your chosen influencer has to target a specific demographic and understand the needs of that audience to really have their endorsement resonate with your audience. Speaking to the right people is the only way an influencer can be beneficial to your business. Once the influencer has demonstrated they’ve gained the trust of your audience you should see conversions start to increase.

Give Up (some) Create Control:
A social media influencer who has worked hard to build a following will not accept a deal that makes their own personal brand seem inconsistent. Try to keep creative direction to a minimum. You chose this specific influencer for their ability to create engaging content and showcase brands. Let your influencer have the freedom to create content that they feel connects with your audience the best. However, feel free to share some visual references of what you’re looking for or point out some posts of theirs that you like. Mention any hashtags you’d like incorporated, especially if they are branded hashtags.

Make A Compensation Plan:
Influencers with extensive reach rightly expect to be paid for their work. In some occasions, they might accept free product but that generally if for those who are just starting out. If you’re looking for an established influencer it will require a budget exactly like any other marketing campaign. Think about what kind of payment structure makes the most sense for your goals, but be willing to consider the influencer’s needs, too.