How can you keep your target audience interested in your brand?

Influencer marketing is a powerful way to reach and engage your target audience, but it's not enough to just launch a campaign and hope for the best. You need to keep your audience interested in your brand, and build a long-term relationship with them. How can you do that? Here are some tips to help you create and maintain customer loyalty with influencer marketing.

1 Know your audience

The first step to keeping your audience interested is to know who they are, what they want, and what they value. You can use tools like social media analytics, surveys, and feedback forms to collect and analyze data about your audience's demographics, preferences, pain points, and behaviors. This will help you create buyer personas, or profiles of your ideal customers, that you can use to tailor your influencer marketing strategy to their needs and interests.

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2 Choose the right influencers

The next step is to find and partner with influencers who match your brand identity, values, and goals, and who have a strong connection with your target audience. You can use platforms like BuzzSumo, Klear, or Upfluence to search for influencers based on keywords, topics, niches, locations, and other criteria. You can also look for influencers who have high engagement rates, positive sentiment, and authentic content. You want to work with influencers who can represent your brand in a credible, relevant, and trustworthy way, and who can inspire your audience to take action.

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Prateek Mishra

Growth Marketing Specialist at illumin
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Engagement rate is one of the measures of how actively an influencer's audience interacts with their content but surprisingly, having more followers doesn't always lead to a higher engagement rate. Infact, achieving a high engagement rate becomes more challenging as an influencer's follower count grows. A good engagement rate typically falls within the range of 1% to 5%. Also, smaller influencers often exhibit higher engagement rates, a fact that might not be immediately apparent from their follower count alone. Therefore, it is important to consider both follower count and engagement when choosing the right influencer for your campaign.

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3 Provide value and variety

The third step is to provide value and variety to your audience through your influencer marketing content. You can do this by offering useful information, tips, insights, solutions, or entertainment that can solve their problems, satisfy their needs, or spark their curiosity. You can also mix up your content formats, channels, and topics to keep your audience engaged and interested. You can use blogs, videos, podcasts, webinars, live streams, stories, reels, or other types of content to showcase your brand's personality, story, and benefits. You can also collaborate with your influencers to create content that is aligned with their style, tone, and voice, and that resonates with their followers.

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Nycole Hampton

Brand Marketing Leader | Social Media, Influencer + Integrated Marketing Expert | Speaker | Adjunct Professor
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This third step should really be at the core of any social strategy. How do provide value: - Listen to what your audience needs from you. If you're a food product, is it recipes? If you're a vitamin, is it health tips. What can you do to further provide value beyond who you are as a brand. How to create variety: - Build layers into your strategy. If you are creating user stories/testimonials; maybe utilize creators, UGC, and a produced series. - Test varying pieces of content from video storytelling to a cartoon creator - you can get powerful stories and messages across that provide value while still having fun creatively.

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4 Encourage interaction and feedback

The fourth step is to encourage interaction and feedback from your audience through your influencer marketing content. You can do this by asking questions, inviting opinions, launching polls, quizzes, or contests, creating hashtags, or sharing user-generated content. You can also respond to comments, messages, or reviews, and show appreciation and recognition to your audience. This will help you build rapport, trust, and loyalty with your audience, and also collect valuable insights and data that you can use to improve your influencer marketing strategy.

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5 Reward and retain

The fifth step is to reward and retain your audience through your influencer marketing content. You can do this by offering incentives, discounts, coupons, freebies, or loyalty programs that can motivate your audience to buy from you, refer you, or repeat their purchases. You can also leverage your influencers to promote your offers, or create exclusive or personalized deals for their followers. This will help you increase your conversions, retention, and referrals, and also create a sense of community and belonging among your audience.

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6 Measure and optimize

The sixth and final step is to measure and optimize your influencer marketing strategy to keep your audience interested. You can do this by tracking and analyzing your key performance indicators, such as reach, impressions, clicks, views, likes, comments, shares, leads, sales, or revenue. You can also use tools like Google Analytics, Facebook Pixel, or UTM codes to track your influencer marketing campaigns and attribute your results to specific influencers, content, or channels. This will help you evaluate your influencer marketing ROI, identify your strengths and weaknesses, and make adjustments and improvements to your strategy.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you keep your target audience interested in your brand?

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1 Know your audience

2 Choose the right influencers

3 Provide value and variety

4 Encourage interaction and feedback

5 Reward and retain

6 Measure and optimize

7 Here’s what else to consider

Influencer Marketing

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How can you keep your target audience interested in your brand?

1

2

3

4

5

6

7

1 Know your audience

2 Choose the right influencers

3 Provide value and variety

4 Encourage interaction and feedback

5 Reward and retain

6 Measure and optimize

7 Here’s what else to consider

Influencer Marketing

Rate this article

Thanks for your feedback

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