In today’s world, social media wields even more power than ever before when it comes to marketing. “Influencer marketing” is one of the most popular methods that businesses use to promote themselves on social media and get their message out to potential customers. One misconception about influencer marketing is that it is only affordable for large, wealthy companies. The truth is that any business, big or small, can leverage this type of marketing and make it work for them too! In this blog post, we’ll teach you how to grow your child care business through the use of influencer marketing, with plenty of actionable tips along the way!
Determine your goals
Numbers are going to your best friends when it comes to influencer marketing. Of course, if you’re paying someone to promote your child care business, you’re going to want to see tangible results. The first step here is to determine your benchmark numbers, which refer to the expected results of your marketing efforts. From there, once you’ve chosen your influencer, you’ll need to determine their key performance indicators (or “KPIs”). These help you measure how close you are to reaching your goal, and how successful your influencer campaign is.
Whether you set objectives surrounding increased website traffic, more followers on your social media pages, or even lead generation, you’ll know whether your marketing efforts are actually paying off or not. If your efforts are not yielding your desired results, then it’s time to change course, and maybe even bring some more on board!
Research your influencer
The next step is research! One of the best ways to find out if you’ve made the right decision with an influencer for this type of marketing is by researching your chosen influencer. This includes taking a look at who your influencer’s followers are. Keep in mind that people tend to follow more than one influencer, so keep checking out each individual’s follower lists. Cross-check these lists against other people’s follower lists until you find someone whose audience closely matches what you’re trying to achieve, as far as your desired demographics go. It’s also important at this stage to make sure that your influencer has enough content published about your specific topic or industry before signing that person on.
Consider which platforms to use
Part of your influencer marketing strategy is to decide which social media platforms you want to use for your campaign. Remember that not every social media site works as well for some types of businesses as it may for others, so it’s important to do a little research and see which sites are best-suited for your needs. Depending on the type of business you have, there might be some additional considerations. For example, you may need to consider whether or not certain influencers offer video content, if they post images (and if so, how frequently). Instagram tends to be the “influencer hub”, but Facebook can work just as well, particularly when it comes to the child care industry.
Choose an appropriate budget
Before settling on any influencers, make sure you set aside a realistic budget! If you’re unclear about pricing structures, it’s best to talk with your chosen influencer and find out about pricing. Most influencers should be able to help you get a good idea of what is reasonable within their industry, as well as guide you in the right direction if it seems like they might not be able to work within your budget range. You might assume that an influencer’s asking prices can go from hundreds to even thousands of dollars, but that’s not actually the case. Usually, most influencers’ asking prices are in proportion to how many followers they have. If an influencer has under 5,000 followers, that person’s rates could very well be within your price-range and still yield some great results. These are called “micro-influencers” and are very popular in the child care business.
Understanding your target market
It’s important to understand who your target market is, and then find influencers in that niche. Some people might say, “I’m targeting parents”. However, when you break it down, they might actually be targeting stay-at-home mothers with children under the age of five, for example. Knowing what kind of audience members you want to reach will help narrow down your search for influencers, and even help you determine what type of content you should be promoting in order for it to resonate with your audience.
If you’re considering using a social media influencer to increase your online awareness, there are a few things you need to consider first. Figuring out who will be the best fit for your campaign is important, because it can affect how successful your child care business becomes in the long run. Another thing to keep in mind is making sure you have a realistic budget before contacting any influencers. Overall, you’ll need to know exactly what goals and objectives you hope to achieve from this campaign so that your strategy aligns with where your company is at today.
Are you curious to find out if influencer marketing can work for your child care business? Contact Local Child Care Marketing for a free consultation!