6 steps to make your next influencer marketing campaign a success
6 steps to make your next influencer marketing campaign a success
Making a successful influencer campaign is almost like baking a pie. You need to have a recipe with all the ingredients, measurement and steps listed out before you start baking. Start in the wrong end or with the wrong ingredients and your pie might just turn into a flop.
The mechanics behind influencer marketing is surely not easy to understand considering its volatile supply and demand, obscure KPI’s and to some part fake inflation. However, with the right tools, knowledge and guildless any brand can benefit from the undervalued power of influencer marketing. Here’s the recipe (read it before you start cooking).
1. Clarify your campaign objective
The key to making a successful influencer campaign is to reverse engineer your campaign objective. You need to know where you’re going before you decide which route to take. You don’t jump into a taxi without a destination. That would be both awkward and expensive.
The campaign objective should be the purpose and results that you want to achieve from the campaign. Maybe you want more people to download your app, attend an upcoming event or make your customers aware of your new product line. The bottom line is that the different campaign objectives generate different campaign roadmaps, and in order for you to understand which road to take, you need to know your destination first.
Unfortunately, most people make the mistake of assuming that one size fits all, however, that’s not how it works in influencer marketing. Make sure to clarify your campaign objective and break it down to subparts that add up to your desired results.
2. Set a budget and KPI’s
The next step is to set a budget and relevant KPI’s for your campaign. This part is crucial since it’s where you decide, 1. How you’re going to measure your results and 2. which influencers you’re going to choose. Now, we could discuss this topic forever since there are so many factors, rules (written and unwritten) and exceptions involved. However, for the simplicity of the article, I’ve narrowed it down to two relevant points to keep in mind for your next campaign.
First, your budget determines what influencers you will work with. This doesn't mean you’re finished if you can only afford to send out products. In fact, a lot of influencers appreciate working on the basis of barters. Just keep in mind that your budget needs to reflect on the size and number of influencers that you want to work with.
Secondly, to measure the results and performance of your campaign you need to have relevant KPI’s. If the campaign objective is brand awareness a reflective KPI would be CPM. Based on the number of impressions you want to reach you’ll much easier understand the number and size of influencers you need to work with to hit your numbers. For a brand that wants to generate sales hooking up your influencers with a unique discount code helps track the conversion of each influencer and in the end the results of the campaign.
To summarize, your budget and KPI’s need to reflect on your campaign objective. They will be your first guidelines to help you choose the right influencers for your campaign.
3. Make an inspiring and invitational campaign
Before you choose what influencers to work with you need to define your campaign. Of course, your objective is the hard numbers and conversions, however, it’s not very invitational for an influencer to feel like they are only a part of an adding mathematical equation. There needs to be a story, a reason and an invitation that inspires the influencer to be a part of your campaign. Regardless if your product saves lives or makes a fine detail to an outfit your campaign needs to have a story, a reason and a reward.
Collabs is an influencer marketing platform that allows brands to easily execute scalable influencer marketing campaigns. On Collabs, you can easily set up a campaign page that gives the influencer all relevant details to your campaign. Make a clear headline and brief about your campaign and display the reward for the influencer to cut the time for negotiation. Now, those are only some smart features you will find in the platform (just wait till we get to the next point).
4. Define your audience to define your influencers
Your budget is set, KPI’s are locked and you now have a campaign page in Collabs that sparkles. It’s time to look for influencers. Where do you start? Who do you pick? And what do you look for?
The first thing that you want to do is to define your audience. If you’re new, this would be a great place to start. Ask yourself (and please check the data) who’s your customer and where are they putting their attention?
Now, whether you are a veteran or beginner, scouting the influencers, collecting their emails and negotiating a collaboration will inevitably take up a lot of your time if you do it manually that will say. And as digital marketers, entrepreneurs and executives, time is our most valuable asset.
If you’re looking to save that time while simultaneously taking your influencer marketing campaign to the next level, Collabs “Discover” helps you filter out influencers based on relevant metrics for your campaign. If your budget is low and your demographic is fitness you can, for example, filter out micro influencers in the fitness niche and then simply invite them to join your campaign in Collabs.
5. Never stress a campaign - but set deadlines
One of the most common mistakes that marketers do is stressing an influencer to publish. Of course, you want your results now but we can all agree that if the recipe says to leave the pie in the oven for 20 minutes it would be a bad idea to serve it after 5 minutes.
Never stress an influencer to publish within an unreasonable timeline just because you didn’t plan ahead enough. Instead, set a reasonable deadline and along the way assist the influencer with any tips, feedback or ideas that might pop up. Trust me, your results will be much better.
Content review, a feature available in Collabs, allows you to preview the influencer's content before publishing. This helps save you from those awkward moments when you need to inform the influencer to correct spelling mistakes or worse, republish since your product was blurred in the picture.
6. Evaluate the results
Never move on to the next campaign without first evaluating the results. This is the point where you collect all statistics from the influencers, add up the impressions and sales and compare it to your projected results from your campaign.
This might take some time if you’re doing manually (a smart tool like Collabs would help you save some time) but it’s so important to see which influencers gave you the numbers you were looking for. Otherwise, shooting the same bullets again for your next campaign will cost you.