Three practical tips for successful influencer marketing 

What does successful influencer marketing mean and how is it done in practice? Sarah Grünn, Project Manager and influencer marketing expert at Dagmar Stories, put together three practical tips for successful influencer marketing. 

Effective influencer marketing consists of a clear strategy, measurable business goals and verifiability. The strategy paves the way for designing a content ecosystem and selecting the right influencers for the campaign. The goals set serve as guidelines for action. Influencer marketing tools and research opportunities, such as Dagmar’s campaign research and modelling, enable data-based verification of influencer campaign goals. 

Three practical tips for successful influencer marketing 

1. Your influencer marketing strategy should be part of your encounter strategy. 

The suitability of influencer marketing for the media mix is determined based on the set goals – What kind of goal does the business aim for and is influencer marketing a suitable solution in relation to the goals? Influencer marketing can be the main media solution or support element of a campaign – whatever the role, the goal must be in line with the rest of the campaign. 

Consider the following questions when making your strategy: 

1. Is the influencer marketing budget and influencer composition enough to achieve the set goals? 

2. What is the goal and how is the achievement of the goal measured? 

3. What are the needs of the target audience and what kind of channel behavior do they have? 

4. How do you utilize influencer-generated content through multiple channels? 

5. What stage of the customer journey do you want influencer marketing to influence? 

2. A clear content ecosystem provides a map view of the goals set in the strategy. 

It is a good idea to build an image of the ecosystem theme of influencer marketing, from which you can see at a glance in which channels content is published and how much – from the perspective of both the brand and the influencer. A content ecosystem is a kind of map view of the goals and overall plan set in the strategy. The ecosystem outlines, among other things, the implementation plan for the content produced by the influencer and the cooperation as a whole. A clear ecosystem also makes it easier to make an offer to an influencer, especially when the intention is to use the content produced by the influencer, for example, in the brand’s newsletter and advertising. 

The ecosystem can be created in many forms – the most important thing is that there is a clear view of the project’s content and channels at a few glances and that the whole is thoughtfully designed. 

3. Take enough time to find the right influencer. 

Choosing a partner involves much more than finding the right media. Influencer marketing always creates an association between the brand and the influencer’s personal brand. Therefore, you need to take the time to choose the right partner and make the choice with skill. 

Consider the following questions when choosing an influencer: 

1. Who do I want to address? 

2. What are the boundary conditions? e.g. country targeting or territoriality, desired style (expert/boldly tear-off), shared values, etc. 

3. What do you want to achieve in the short and long term? 

4. What is a realistic and measurable goal? 

5. Looking for a brand face? 

6. In addition to these, try to take into account the possibilities of the ecosystem with the influencer in question, diversity, the needs of the target group and the style of content produced by the influencer. Budget also plays a big role when choosing an influencer. 

written by

Sarah Grünn von Walzel

Project Manager, Head of Influencer Marketing

sarah.grunn@dagmar.fi

0505249753

Dagmar Storiesin projektipäällikkö ja vaikuttajaosaamisryhmän vetäjä Sarah on vahvan PR-taustan omaava generalisti, joka inspiroituu dataan pohjautuvasta liiketoiminnan kehittämisestä sekä tulevaisuuden mahdollisuuksista.