5 Steps to Maximize Your Influencer Marketing Program

By Sherry Heyl Founder & Consultant , Amplified Concepts | October 29, 2017

Despite all the recent hype around influencer marketing, it is really nothing new. In fact, I ran my first influencer marketing campaign for a large brand in 2006. We did not call it influencer marketing, it was called blogger outreach, but the premise was the same. We developed relationships with bloggers who had a large following and wrote about our niche. In this particular case, it was about cars. At the time the goal was to increase awareness. Our efforts were similar to a traditional media pitch and blogs were seen as “new media.”

As the social web evolved so did our outreach campaigns. A content creator no longer needs a blog to be influential. Today many influencers are focused on platforms such as Twitter, Instagram, and YouTube.

What also has evolved are the expectations of an influencer campaign. Through well-design campaigns and knowledge of how to use targeted advertising and lead gen tools on social platforms, Influencer Marketing campaigns can offer so much more than just brand awareness. Many brands have reported impressive results which has led to an increase in the hype about influencer marketing.

With great hype comes great expectations and more and more brands are reaching out to influencers to talk about a product or service and expecting a windfall of sales leads. The results are almost always disappointing. The reason is typically influencer campaigns are often executed without planning or a strategy. More often than not I see influencers randomly posting about a brand with the hashtag #ad. That is not an influencer marketing campaign. That is an ad buy and the whole reason brands should be investing more in influencer marketing than in advertising is ads don’t work as well.

A successful influencer marketing program takes just as much planning as any other marketing program to be successful. Through the story-telling capabilities of the influencers that you are working with an audience is able to experience your brand and develop an affinity for it. Because your brand is being introduced by a trusted influencer you should see an increase in followers on your brand platforms. If your campaign is designed to generate sales you should see a sustained increase in revenue.

Here are 5 steps that you can include in your planning to maximize your influencer marketing program:

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.