To The Point..How Influencer Marketing Platforms Could Play Hard and Smart (2-2)

 As you move to this part, this means that you choose to adopt the second option, which is to play hard and provide integrated and competitive solutions to all parties, especially since the trend towards omnichannel marketing solutions is still on the rise for the coming years. But how you gonna do that? Let us discover it

Start with answering these questions, how do you determine who is the real influencer? How do you determine the appropriate influencers for the brand? What are the most effective brand and influencer collaborations? How do you measure your return on investment (ROI)? Are you using trusted data that can be used for measurements? Are you have the resources to provide integrated influencer marketing solutions?

 Smart influencer marketing platforms rely on several elements: the brands, the influencers, content, and artificial intelligence software.

•  The Brands & Influencers:

The term "influencer" continues to be a subject of much debate. There are several issues that need to be considered here. A true and trusted relationship with the community and followers is what makes an influencer successful. The long-term relationship between the brand and influencers provides real added value for both parties. You must have clear criteria to define who is the real influencer, for making this you need first to distinguish between attention and influence, as many people get mixed up.

 Popularity does not always mean influence; it may attract attention and interest but it does not achieve any effect. There are influencers who chase likes and attract followers for the sake of fame and to show off with the numbers of followers, but they are not reliable or influential. This called vanity metrics, so take care not to falling into this trap!

 What happens, in this case, is merely attracting attention without trusting the content or its provider, it produces noise, not influence, because influence results from interest and trust. Then the actual levels of influence must be understood (size of the real audience and active followers without any fraud, ability to reach the audience and power relationship with it, experience and credibility in the field of specialization) as well as an understanding of influence roles (whether the influencer will be able to make a long-term or short-term impact).

Also, some brands make mistakes when they do not set the right goals and seek cooperation with influencers for their fame and a large number of followers, regardless of the proportionality of their content with the brand or the reliability of the number of followers and their interaction. These are undoubtedly wrong criteria that will lead to undesirable results, so the result will be revealing that there is no influence on the brand.

 consistency with the brand is an important issue. If there is no consistency between the brand and the influencer, the collaboration will not succeed, because it will be clear that the influencer is participating only for the money. Fans of the Influencer will know, and this will count as an execution for the Influencer. Influencers who offer experiences for different brands every day lose their followers more quickly because of the brand's inconsistency, lack of authenticity, and followers feeling that it has turned into a more commercial ad, this changing their look to the influencer and the provided content as unreliable.

•  The content:

Influential original content is the way in which the influencer adds value and builds a relationship with their community, where the influence of Word of Mouth (WoM) also increases brand awareness in a way that reflects positively on the investment rate. He/she must be aware of how to create new, original content that enables the engagement of followers. 

A good budget must be allocated to content creation, optimization, and to cooperation with influencers during the marketing campaign while giving them the freedom to be creative and do their magic that their followers love, and provide all the necessary tools to improve the quality of influential content, which will contribute to the development Influencer marketing techniques, as well as optimizes brands revenue.

 You must realize that the content is no longer the king on its own as we used to though, the industry has changed completely in recent few years. Context becomes important and essential when crafting any successful content strategy. The code here is to create content that connected to people's lives and maintains a renewed content in a context relevant to their daily lives and interests.

• Data-driven AI softwares :

 This is the glue that holds everything from the above together, as it should contain many filters to facilitate an accurate match between the goals and needs of the two parties, and this includes (smart search engines, data mining and analysis, issuing accurate reports, and measurements in real-time, analyzing what people are talking about to understand their interests and affiliations. This makes it easy to find influencers whose audience will genuinely care about a particular brand, and of course, the ability to spot fraudulent followers, inflated reach metrics, inauthentic influencers… etc.

 Now you have all of this on your platform, so what next?

 First, you must have a clear goal in the beginning, will you target influencers, target brands, or work with both parties with integrated solutions that suit the needs and interests of each of them.

You can go further than the role of the broker whose role is limited to opening a communication channel between the influencer and the brand by engaging in more roles and services such as cooperating with the influencer and the brand in creating the appropriate content for the campaigns and the most appropriate strategy to follow it. Providing advice, counseling, and targeted services to both parties. Combine several roles like a sponsor, talent discovery and management, public relations and communications agency, and content creation. 

Your platform should provide integrated solutions in managing influencers, campaigns, and content so that brands can monitor and manage their campaigns through influencer relationship management tools, and the ability to create lists of appropriate influencers for specific campaigns so that they can track the performance of their influencers' campaigns, collaborate on content and be able to identify Ideal influencers, monitoring the progress of their advertising campaigns, as well as the possibility of partnering with more than one influencer to launch an expanded marketing campaign.

 Empowering influencers to declare their desire to participate in brand campaigns with an explanation of the reasons, what they he/she could bring to the table, and presenting their strategy to achieve the target goals of the campaign as defined by the brand. Providing advanced tools for the content industry, providing the ability to display performance evaluation reports, and evaluations of brands' development and previous campaigns to help influencers choose the brand A business that is in line with its goals and trends.

 As an influencer marketing management agency, you must be aware of the roles and opportunities that influencer marketing reports can provide in B2B, social media has changed the scene and imposed unconventional third parties on the balance until it has become more important than traditional media and industry analysts. Sometimes your reports can complement those of industry analysts, communications and public relations agencies, and media companies, so you should invest in long-term relationships.

 Finally, everyone should realize that influencer marketing is a partial strategy within the overall marketing strategy pursued by the brand or influencers. It also requires patience to reap results and return on investment. It is a long-term investment that may take a lot of time and work, and if it is implemented in a correct way, the return and value will be amazing for all involved parties, not to mention that it is one of the most prominent emerging markets in the coming years.

 Now, tell me what do you think? Have you tried influencer marketing before? Did it work for you? What did not work? Share with us your experience and what you know.

?? ??????? ??? ??? ????? ? ??? ???? ??? ????? ???? ?????? ?????? ? ??? ????? ????? ?????? ???? ??????? ???????? ????? ??????? ? ???? ??? ??????? ??? ???? ??????? ??? ??????? ???????? ?? ???? ?? ?????? ???? ??????? ??????? . ??? ??? ????? ???? ????? ????? ???

???? ???????? ??? ??? ??????? ? ??? ???? ?? ?? ?????? ???????? ??? ???? ???????? ????????? ??????? ????????? ?? ?? ???? ????? ??????? ??? ???????? ???????? ????????? ??????? ??? ???? ???? ????????? (ROI)? ?? ?????? ?????? ?????? ???? ????????? ????????? ?? ???? ??????? ??????? ?????? ???? ??????? ?????? ??????????

????? ????? ??????? ????? ?????? ??? ??? ?????: ???????? ???????? ? ????????? ? ???????? ? ?????? ?????? ?????????.

• ???????? ???????? ?????????:

?? ???? ????? "??????" ???? ??? ????. ???? ?????? ?? ??????? ???? ??? ????? ???? ???. ?? ??????? ???????? ????????? ?? ??????? ?????????? ?? ?? ???? ?????? ??????. ???? ??????? ????? ????? ??? ??????? ???????? ????????? ???? ????? ?????? ???? ???????. ??? ?? ???? ???? ?????? ????? ?????? ?? ?? ?????? ??????? ? ????? ??? ???? ????? ??????? ??? ???????? ???????? ? ??? ???? ?????? ?? ????? ??????.

??????? ?? ???? ????? ???????. ?? ???? ???????? ????????? ?????? ?? ???? ?? ?????. ???? ?????? ??????? ????????? ??????? ????????? ?? ??? ?????? ???????? ?????? ?????????? ????? ??? ??????? ?? ??????. ??? ?????? ????? ? ??? ???? ??? ??? ?????? ?? ??? ????!

?? ???? ?? ??? ?????? ?? ???? ??? ???????? ??? ?????? ???????? ?? ????? ? ??? ???? ??? ????? ???? ??????? ? ??? ??????? ???? ?? ???????? ??????. ?? ??? ??? ????????? ??????? ??????? (??? ??????? ??????? ?????????? ??????? ??? ?? ?????? ? ??????? ??? ?????? ??? ??????? ???? ??????? ??? ? ??????? ?????????? ?? ???? ??????) ????? ??? ????? ??????? (?? ??? ??? ?????? ?????? ??? ????? ????? ???? ????? ?? ???? ?????).

???? ? ??? ???????? ???????? ????? ????? ????? ?? ???? ??????? ??????? ????? ??????? ?? ???????? ??????? ???? ???? ?? ????????? ??? ????? ?? ????? ??????? ?? ??????? ???????? ?? ??????? ??? ????????? ???????? . ??? ?????? ????? ??? ?? ????? ??? ????? ??? ????? ???? ? ???????? ??? ??????? ????? ??? ?? ???? ????? ??? ??????? ????????.

??????? ?? ??????? ???????? ?? ???? ????. ??? ?? ??? ???? ????? ??? ??????? ???????? ??????? ? ??? ???? ??????? ? ???? ????? ?? ?????? ?? ?????? ????? ??? ?? ??? ?????. ????? ????? ?????? ? ?????? ??? ?????? ????? ??????. ???? ???????? ????? ?????? ????? ??????? ?????? ?????? ?? ??? ??????? ????? ???? ???? ??? ????? ??????? ???????? ? ???? ????????? ? ????? ????????? ????? ????? ??? ????? ????? ???? ? ???? ???? ?????? ??? ?????? ???????? ?????? ??? ????? ??..

• ???????:

??????? ?????? ?????? ?? ??????? ???? ???? ??? ?????? ???? ????? ????? ?? ?????? ? ??? ???? ?????(WoM) ????? ??? ??? ????? ???????? ???????? ?????? ????? ???? ?????? ??? ???? ?????????. ??? ?? ???? ?????? ??? ????? ?????? ????? ????? ???? ????? ????? ?? ????? ?????????.

 ??? ????? ??????? ???? ?????? ??????? ??????? ???????? ?? ???????? ????? ?????? ????????? ?? ????? ?????? ??????? ??????? ?????? ???? ???? ????????? ?????? ???? ??????? ??????? ?????? ???? ??????? ??????? ????? ?????? ?? ????? ?????? ??????? ??????? ???????? ??? ????? ??????? ???????? ????????.

??? ?? ???? ?? ??????? ?? ??? ????? ?????? ??? ?????? ???????? ????? ?????? ??? ????? ??????? ?????? ?? ??????? ??????? ???????. ???? ?????? ????? ???????? ??? ????? ?? ?????????? ????? ?????. ???? ???? ??? ?? ????? ????? ????? ????? ????? ??????? ??? ????? ????? ?? ???? ?? ??? ??????? ??????????? ???????.

• ????? ?????? ????????? ???????? ?????????:

 ??? ?? ?????? ???? ???? ?? ?? ??? ????? ??? ??? ?? ????? ??? ?????? ?? ??????? ?????? ???????? ??????? ??? ????? ????????? ??????? ? ????? ??? (?????? ????? ?????? ? ???????? ???????? ???????? ? ?????? ?????? ????? ? ????????? ?? ????? ?????? ? ?????? ?? ????? ??? ??????? ???? ?????????? ???????????. ???? ???? ?? ????? ?????? ??? ???????? ????? ???? ??????? ???? ?????? ?????? ?????? ??????? ?????? ??? ?????? ????????? ????????? ??????? ?????? ???????? ????????? ??????????? ... ???.

 ???? ???? ?? ??? ??? ????? ? ????? ????

 ????? ? ??? ?? ???? ???? ??? ???? ?? ??????? ? ?? ??????? ???????? ? ?? ???????? ???????? ? ?? ????? ?? ??? ??????? ????? ??????? ????? ???????? ????????? ?? ?????.

????? ?????? ??? ???? ?? ??? ?????? ???? ????? ???? ??? ??? ???? ????? ??? ?????? ???????? ???????? ?? ???? ???????? ?? ?????? ?? ??????? ???????? ??? ??????? ?? ?????? ???????? ???????? ?? ????? ??????? ??????? ??????? ????? ?????????? ????????. ????? ??????? ??????????? ???????? ??????? ????????? ???? ???????. ???? ??? ??? ????? ??? ???????? ??????? ??????? ???????? ? ?????? ???????? ?????? ?????????? ? ?????? ???????.

 ??? ?? ???? ????? ?????? ??????? ?? ????? ???????? ???????? ???????? ??? ????? ???????? ???????? ?? ?????? ?????? ??????? ?? ???? ????? ????? ?????? ???????? ? ??????? ??? ????? ????? ????????? ????????? ?????? ????? ??? ??????? ?? ???? ???? ?????? ????? ???????? ?? ??????? ????? ????? ??? ????? ???????? ?????????? ??????? ???? ??????? ????????? ? ???????? ??? ??????? ??????? ?? ???? ?? ???? ?????? ???? ??????? ?????.

????? ???????? ?? ??????? ?? ?????? ?? ???????? ?? ????? ??????? ???????? ?? ??? ???????? ??? ???? ?? ?????? ??? ???????? ?????? ???????????? ?????? ??????? ????????? ?????? ??? ????? ?????? ?? ??? ??????? ????????. ????? ????? ?????? ?????? ???????? ?????? ?????? ??? ??? ?????? ????? ??????? ???????? ????? ???????? ???????? ???????? ??????? ??????? ???????? ??? ?????? ??????? ???????? ????? ?????? ?? ??????? ??????????.

????? ????? ????? ????? ????? ??? ?? ???? ??? ????? ???????? ?????? ???? ???? ?? ?????? ?????? ??????? ?????? ?? ???? B2B? ??? ???? ????? ??????? ????????? ?????? ????? ??????? ????? ??? ??????? ??? ???????? ??? ????? ???? ????? ?? ????? ??????? ????????? ?????? ???????. ?? ??? ???????? ???? ?? ???? ??????? ????? ??????? ????? ??????? ? ??????? ????????? ????????? ?????? ? ???????? ????????? ? ???? ??? ???? ????????? ?? ?????? ????? ?????.

??????? ??? ?? ???? ?????? ?? ??????? ?????? ?? ?????????? ????? ??? ?????????? ??????? ??????? ???? ?????? ??????? ???????? ?? ????????. ??? ????? ????? ???? ??????? ??????? ??? ?????????. ?? ??????? ???? ????? ?? ?????? ?????? ?? ????? ??????? ???? ?? ?????? ?????? ????? ??? ?????? ??????? ??????? ?????? ????? ??????? ???????? ????? ?? ??? ?? ???? ??????? ??????? ??????? ???? ?? ??????? ???????.

???? ? ?????? ?? ????? ?? ???? ??????? ?????? ?? ???? ?? ??? ????? ???? ?? ???? ?? ????? ??????? ?????? ?????? ??? ?????.

For Part 1:

https://www.dhirubhai.net/pulse/pointhow-influencer-marketing-platforms-could-play-hard-abdelsattar