Social Media Marketing through Influencer or influencer marketing is no longer a mere trend but has become a part of brands' digital marketing strategy. Influencer marketing is a marketing strategy where brands collaborate with social media influencers to promote their products and services. Each influencer has their unique knowledge, expertise, or unique point of view, which is how they build their engaged and large following.

By working with the right Twitter influencers, you can capture their followers' attention which matches your target audience, and promote relevant and helpful content to build meaningful customer relationships. The potential benefits of this strategy for your brand/business are you can build trust and credibility, boost brand awareness, reach the right audience, and grow your business, traffic, and revenues. So, if you want to try this strategy or you already did and want to level up, here are 5 Keys to Improve Your Social Media Marketing with Twitter Influencers.

Set Your Marketing Goals and Budgets

Before you look for Twitter Influencer, you should set your marketing goals and budgets first. Setting goals and budgets will ensure your strategy remains consistent throughout the campaign. Some goals you need to consider are growing brand awareness and identity, increasing your brand’s social media following, content engagement, and consumer purchases, and enhancing your sales by offering a promotion.

As for the budgets, you need to consider the worth with the potential reach based on the nature of the industry and ensure you are not over budget. Expect a fixed rate based on the number of sponsored posts you’re requesting and the Twitter influencer follower count. The rate range will also depend on your industry and whether the influencer is a macro or micro-influencers.

Choose Your Campaign and Its Message

The next step is deciding what kind of campaigns you want to run. You can choose the most common campaigns, such as sponsored tweets, Twitter account takeover, affiliate discount codes, giveaways, and pre-release products or services.  Your campaigns should motivate the Twitter influencer to partner with you and the audience to engage with your content and learn more about your brand, products, or services. 

The message of your campaign should be conversational and authentic, but you also want to ensure that each post of the Twitter influencer aligns with your brand image and values.

Start the Search and Outreach Process of the Twitter Influencers

Consider using a Twitter influencer marketing tool like BuzzSumo, Lithium, and Analisa.io, or hire an agency to help you identify potential partners. You can search Twitter influencers manually, but it requires much time and work. To find the right Twitter influencer, you have to ensure that the influencer’s post and content are relevant to your brand, have a credible engagement ratio, have or haven’t worked with similar industries in the past, and if their style and personality fit your brand guidelines.

After you find your target Twitter influencers, start reaching out to them. Usually, you can directly send a message to reach out to micro-influencers. As for macro-influencers or celebrity influencers, you might need to visit their website or send an email.

Manage the Twitter Influencer Campaigns

You need to manage the campaign details that the Twitter Influencers run since it is vital to your overall campaign success. You will have to find the right balance in doing it. If you micromanage the campaign process, you could risk ruining the partnership, and if you have too little involvement, you can lose sight of your brand message.

Another point to note is that Twitter influencers are your partner and brand ambassadors, not your employees. Their role is to help promote your products, message, and image and help you build a community of future customers. So, to manage your campaign while still having healthy boundaries with your Twitter influencers, you can:

• provide your style guidelines upfront to minimize future misunderstanding
• ask whether the partnership requirements include monetary compensation, discounts, or free products, and
• give them creative freedom as much as possible to keep their content authentic to their followers.

Monitor Your Results, Refine Your Strategy and Repeat

It’s essential to monitor your campaign performance to learn if you reached your goals and evaluate if you can continue working with the same method and Twitter influencers or if you need to change your strategy. Use Twitter analytics tools to monitor your KPIs, such as website traffic, follower growth, Twitter engagement rate (Retweets, Replies, and Likes), and sales (new sales and overall ROI) to measure your success.