The advantages of influencer marketing are clear. They increase your reach, provide social proof, and help to build your brand image. But did you know you can also leverage their benefits with paid digital advertising?
You’ve put in all the effort to build the relationship with the influencer and create the campaign, so why not explore opportunities beyond a social mention?
Scrunch have partnered with Caitlin Bennett from Alpha Digital to give you 5 incredibly effective paid advertising techniques to maximise the ROI for your influencer marketing with paid digital.
1. Amplify Your Influencer Posts
You want to get the beautiful content created by your influencer in front of as many eyes as possible. From the beginning of your relationship, you should negotiate the right to amplify their social media posts and repurpose their user generated content through your own social media campaigns.
If you boost your ads from your Facebook Ads Manager account, you can also create engagement campaigns and add call to action buttons to your posts and Instagram stories. That will allow you to maximise the amount of engagement and traffic generated from the influencer’s content.
The above sets the scene for some great remarketing opportunities. Make sure that you have Facebook Pixel set up on your website so that you can track and target your new visitors for future campaigns.
A new visitor might not convert (e.g. make a purchase or submit a contact form) directly after reaching you from an influencer campaign. However, they are now a valuable lead that can be further warmed up to your brand with cross-channel remarketing ads.
3. Capture Email Adresses
Think about how you could promote a social media competition alongside an influencer. By using both their audience and your own, you can encourage even more entries. We recommend using tools like Gleam to create competition landing pages that are geared towards collecting email addresses.
Collecting an email address has serious lifetime value. Every email address builds your customer database and loyalty programs, while expanding the targeting options of your future ads.
4. Facebook Custom Audiences
Facebook Custom Audiences are a powerful ad targeting option that lets you find people who already know about your business on Facebook and Instagram. Therefore, you can now use the new email lists, Facebook engagement, and website traffic generated by your influencer to target your future campaigns.
You can import your new email addresses and send brand reminders based on how your influencer’s audience engaged with your website and social media posts.
Maybe a new visitor checked out a few of your products. Now you can easily send them dynamic product ads to show customers what products they looked at, as well as upselling and cross-selling similar products. You can also promote ‘recommended products’, which Facebook will identify and categorise based on the visitor’s online behaviour!
5. Facebook Lookalike Audiences
Facebook Lookalike Audiences allow you to target people who haven’t engaged with your brand yet. Facebook will serve your ads to them because their interests and online behaviour match your audience lists. So, take your new influencer audience data a step further, by targeting lookalike audiences.
A good influencer campaign will add new leads to the top of your marketing funnel. However, a great influencer campaign will leverage the influencer’s audience data and nurture those leads into future sales. Both influencers and brands can maximise the ROI of their campaigns with paid digital.
Want to learn more about paid digital? Check out Alpha's Digital Marketing Blog