Strategies to Establish Successful Marketing Programs for Content Creators
Dave Rosen's Influencer Marketing Secrets Revealed
Dave Rosen is a marketing whiz at BCKR and a former honcho at WIMO Games, boasting an extraordinary 22-year streak in gaming, digital media, and sports leadership. Here's a sneak peek into his effective influencer marketing strategies, winning brands over with the power of creators!
Once dismissed as a fad, influencer marketing has blossomed into an unstoppable powerhouse in the advertising world. From launching products to deciding elections, these content gurus, you know them as influencers, have Edelman predicting 2024 as "the year of the creator." However, despite the influx of recognition, corporations continue to grapple with crafting impactful influencer marketing strategies. So let's dive into Dave's five practical steps that'll transform your brand's partnerships with creators.
Fathom Your Audience
A successful influencer strategy starts by understanding the heart and soul of your audience. Merely recognizing the category isn't enough. Zero in on the consumers genuinely interested in your product. Case in point, when we launched EA SPORTS Active 2 fitness products for Wii, PlayStation, and Xbox, we focused on busy moms living with their kids, yearning for exercise but tight on time. This laser-focused approach allowed us to grade potential influencers based on how relevant their content resonated with the targeted mom demographic.
Leverage Over Quality
It's common to swoon over a creator's immense following. But with great numbers comes great responsibility - and a pricetag! Nevertheless, don't be blinded by the number of followers; prioritize relevance over scale. At BCKR, our collegiate-licensed high-performance outerwear solely caters to specific university fans—not broad sports audiences. We'd rather swipe right on a dedicated University of Oregon Ducks football fan account with a mere 20,000 followers than chase after a broader sports influencer with a massive yet irrelevant following. A niche creator partnership translates to a more budget-friendly engagement and tailored results.
Harmonize Contents
Creators thrive by crafting content that captivates their audience, ensuring their continued relevance. Hence, a creator's level of interest in your brand will be contingent on the appeal of your product to their followers. While you can purchase a sponsored post or a single shout-out, authentic content emerges naturally when the creator sees a genuine fit for their audience. Show some love by closely examining their content and considering how your brand can organically blend into their narratives, offering them creative freedom with your product. The result? Authentic, engaging content that ignites brand loyalty among the creator's audience.
Embrace Symbiosis
According to the Harvard Business Review, smart influencer marketing can generate positive ROI. But to prosper, your campaign must benefit the creator too. For instance, at GREE, we devoted ad spend to amplifying the creator's content, extending the content's reach to fresh audiences and capitalizing on the influencer's credibility. In turn, this aided the creators in growing their channels organically. As their following swelled, and their newfound fans showed interest in GREE games, a positive reinforcement loop ensued for everyone involved.
Experiment and Evolve
Although influencer marketing may seem like fresh territory, remember to approach it just like any other marketing venture. Introduce an early test and learning phase, and focus on key metrics to evaluate the effectiveness of your partnerships. By starting small with a handful of influencers, you can learn what works and what doesn't to guide your future strategies. Avoid blindly scaling strategies with incompatible content, as it only slashes your marketing budget like a hot knife through butter.
Got game? Dive headfirst into the world of influencer marketing! Why not join the Forbes Technology Council and rub shoulders with trailblazing tech leaders like Dave Rosen? Do I qualify?
- Dave Rosen, a marketing expert at BCKR, has successfully applied influencer marketing strategies to launch products, such as EA SPORTS Active 2, by focusing on specific audience demographics.
- When partnering with influencers, it's important for creators and brands to harmonize their content to ensure authenticity and effectiveness, an approach Dave Rosen has employed in his campaigns at GREE, where he amplified creators' content to broaden their reach and grow their following.
- By understanding the power of influencers in the advertising world and embracing a symbiotic relationship, brands can generate positive ROI, as predicted by the Edelman report, which forecasts 2024 as "the year of the creator."
