Developing an Effective Influencer Marketing Strategy for CMOs

As a Chief Marketing Officer (CMO), you know that influencer marketing is an effective way to reach your target audience. But how do you develop an effective influencer marketing strategy? Evy Lyons, marketing director at Traackr, has some tips to help you adjust your strategy and overcome the challenge. Unlike EMV (Estimated Media Value), which assigns a monetary value to the results of a campaign, VIT (Visibility Impact Trust) measures the performance of a brand in the content of influencers by creating an aggregate score of visibility (reach), impact (engagement) and brand trust (quality of brand mention). It's the only platform capable of creating personalized relationship workflows and influencer programs.

When it comes to finding the right influencers, it's important to look for someone similar to your target buyer profile. Specify the type of testimonials you want to include in your campaign to ensure that influencers capture the most relevant content. With this approach, the influencer is usually paid to create content and then publish it on their social media pages. Organizing yourself with an influencer marketing platform is essential.

It serves as a registration system, which means that all the data, communications and reports of influential partners are managed and stored in one place. This makes it easier to set prices for influencer marketing campaigns, as well as make strategic decisions based on measurement data. When presented with budget requests for influencer marketing, CMOs may have objections. To respond to these objections, consider collaborating with a micro-influencer whose audience interests match those of your brand.

This can result in a more intentional marketing strategy. At the end of the day, running a successful influencer marketing campaign is easier if you follow these steps: specify the type of testimonials you want to include; organize yourself with an influencer marketing platform; and collaborate with a micro-influencer whose audience interests match those of your brand. Finding the right influencers is arguably the hardest part of an influencer marketing campaign for brands.