JUNE / JULY 2021

How to make the most of influencer marketing

One of the fastest growing online customer acquisition methods, influencer marketing is here to stay. Each year brands spend billions of dollars on influencer marketing - but how do they track campaign results and ensure their marketing objectives are met? We take a look at some of the ways to make the most of influencer marketing.

Influencer marketing is one of the most widely used forms of marketing out there with the industry estimated to reach USD15 billion in 2022, according to Branding Asia.

So how does one “do” influencer marketing? For brands it all starts with developing a strategy. What do you want to achieve with the campaign and how will you measure it? Then think about what platform you wish to be on and how that might serve your marketing goals. Once you’ve narrowed down your marketing goals and your platform, it’s time to start identifying the type of influencer best suits your strategy.

Are you looking for celebrities with hundreds of thousands or even millions of followers or are you more interested in niche influencers with smaller but perhaps more loyal following? Depending on the answer to that question, you will have to think about what type of content you would like to push.

Influencer marketing content has become more organic over the years. The hard sell approach of the early days have given way to more personal content that is likely to engage followers on a more intimate level. What is your message and how will your influencer strengthen that message?

Now think about your budget and how you’re going to manage the strategy and determine ROI. Influencers have become increasingly professional, so it is not uncommon to see contracts and more formalised routines. Make sure to always be clear on your objectives and how to measure the results of the campaign.

Now all that’s left is to reach out to your influencer and start reaping the rewards of influencer marketing. A good place to start is Sportskred, a new social media marketing tool that allows agencies and brands to create their own networks of influencers and offers all the data insight you could possibly need. Contact us for more information.

Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.

We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.

Please contact us for more information: Tel./Fax: +66 2622 0605 – 7 Email: info@paulpoole.co.th