So it is usually safe to pick a product\/app \/service that already sells well. <\/strong><\/p>\n In this case, make sure to have enough inventory because sales could go through the roof pretty quickly if you meet the right audience.<\/strong><\/p>\n If you\u2019re launching a new product, influencer marketing will enable you to test the waters by putting your product in front of thousands of eyeballs at once, so it\u2019s still worth trying.<\/p>\n <\/p>\n What does success look like? You need to define quantitatively what you want to achieve.<\/strong><\/p>\n It can be a number of likes, comments, impressions, sales, gained followers or visitors to your website, depending on your objective (brand awareness, increase your mailing list size, sales \u2026).<\/p>\n \u201cWe\u2019ll go viral\u201d is not a good objective: it\u2019s hard to achieve on your first try and it is a qualitative objective.<\/p>\n A better objective could be: \u201cI\u2019ll engage 5 to 10 influencers to get 5,000 coupon downloads within 30 days\u201d.<\/p>\n From there, you need to track the metrics that define success<\/strong>. Unfortunately, sometimes there is no straight line between a mention and a sale (someone might have seen a post about you and come to your site via Google to buy something days later).<\/p>\n It\u2019s very important to setup tracking so you can know the real impact of the campaign (use URL shorteners, generate coupons, set up Google Analytics \u2026).<\/p>\n Are people clicking on the influencer\u2019s link?<\/strong> Are they doing something on my website or leaving within seconds?<\/strong> Tracking all this will help you know where the problem is and adjust for the next campaign.<\/p>\n <\/p>\n Of course, you should pick an influencer whose audience is your target<\/strong>. If you sell lipstick, you should probably hire a makeup influencer who is followed by women who love beauty products.<\/p>\n But more importantly, you should be careful with the quality of the influencer\u2019s followers<\/strong>.<\/p>\n It comes down to checking whether they seem to be engaged or not. How many comments? Likes? Views? The more the better, as long as the engagement seems legit: you can buy fake followers, fake likes, and fake comments. Be cautious, and don’t get tricked by Fake Followers<\/a>.<\/p>\n <\/p>\n Influencer marketing is all about creating personal and authentic content<\/strong> that will resonate with the influencer\u2019s audience.<\/p>\n Do you think this picture will perform well on Instagram?<\/p>\n Probably not. It\u2019s a generic, impersonal picture you could probably use in traditional display ads.<\/p>\n The photo or video should not look too scripted or forced<\/strong>. Be clear about what you want to achieve and give some light guidelines, but let the influencer be creative and have freedom.<\/p>\n2. Set a realistic objective and set up tracking<\/h2>\n
3.\u00a0Check the influencers\u2019 relevance<\/h2>\n
4. Let the influencer create personal content<\/h2>\n
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