Connecting with Malaysia Influencers: How to Do it Right
March 9, 2018
A lot of businesses have started their influencer marketing Malaysia campaigns. It is the new marketing trend that cannot be ignored. It is true that influencer marketing in Malaysia is important to build brand awareness and loyalty especially in today’s generation where traditional advertising is becoming less credible. People tend to put more trust on what other people say.
Malaysia influencer marketing bring a lot of the benefits to companies in term of the cost, efficiency, and coverage. However, you can enjoy all these benefits if you organize your influencer marketing campaigns effectively. Many companies are organizing their influencer marketing campaigns without knowing the proper way of doing it. Thus, these companies continuously invest in the marketing activities, yet the outcome is not that satisfying. To have your Malaysia influencer marketing campaign produce desirable results, there are a few guidelines that you should follow.
Professional Malaysia Influencer Marketing Plan
1. Objective and Goal
Clearly, the first thing you need is to have clear objectives and goals for your campaigns. Setting goals and objectives is relatively important for all marketing campaigns to ensure that the marketing campaign will be a success. This is especially true for influencer marketing. Your objectives and goals will help you to determine which direction you should take.
Objectives and goals allow you to plan your strategy for influencer marketing much better rather than constantly doing trial and error which costs extremely high. Moreover, you should be able to set time frames to make sure that your marketing campaigns are consistent.
Having clear objectives and goals will also help you evaluate and monitor your influencer marketing performance to ensure that you are working towards the direction that you want. This is especially important if you have a limited budget and you can’t afford to make big mistakes.
2. Know your target audience
Identifying your target audience is crucial. Influencer marketing campaigns are implemented through online platforms. It is boundless and you can reach out to a wide variety of individuals. Not focusing your campaign to your target market will not only cost you money but will also waste your time. Knowing your target audience will allow you to focus your marketing efforts to those individuals who are really interested in your product or service. This will not only save you money but will also increase sales.
Your target audience is not limited to just your existing customers. Though the lifetime value of a customer is important, influencer marketing is usually targeted towards new and potential clients. Furthermore, keep in mind that identifying your target audience will help you to determine what type of influencers you should collaborate with.
One of the common way to identify your target audience is to create a persona for your business. The persona should have a user’s demographic characteristic and webographics. With this you can identify your potential target audience.
3. Identify relevant celebrities
After you know your target audience profile, this step is much easier for you. As you know what the behaviour of your customer in terms of website they prefer to visit, things they prefer and others, from here you can effectively select the celebrities that able to create an impact in the influencer marketing.
Bear in mind that celebrities you choose to be your influencer must be of relevant to your target audience in terms of the similarity and likability. Similarity is where your target audience is like what your influencer is, in terms of characteristic etc. Likability is where your target audience must be familiar and favor the influencer that you are hiring. Without meeting these two criteria are likely to get the results that you are looking for.
It is not necessary for the influencer to be an expert on the product and service you are promoting, but it is advisable as to enhance the credibility of the message being delivered. Social media such as Facebook, Instagram and others can be an effective way for you to identify your relevant celebrity, such as analyse their interaction with the audience, their fame and popularity.
4. Choose a platform
Once you have identified the relevant celebrities to be your influencer, next is to select a platform for the influencer to start influencing the target audience. Social media such as Facebook and Instagram is the best way to influence your target audience, as people nowadays are highly engaged with social media and also social media allow the user to interact with each other through comment, post, shares and feedback.
The persona you collected about your target audience will allow you to know what social media platforms they prefer and stay the longest, then you can pay more attention in influencing the audience from that social media platform.
5. Monitoring and evaluation
Lastly, is to monitor and evaluate the performance to ensure that your influencer marketing is working towards achieving the objective and goals. If the influencer marketing didn’t not work towards achieving the objective set, action must be taken to improve the result further.
You must also constantly look at your influencer’s performance and reputation, if something bad or rumours spread about them, you must quickly act or further clarify, as the news is spreading extremely fast especially in social media which sometime is out of your control.
These are just some of the things that you need to know about Malaysia influencer marketing. To know more about influencer marketing, feel free to check our previous article: What you Need to Know About Influencer Marketing in Malaysia