Best practices of working with influencers.
Once you’ve secured the correct influencers, you’ll want to ensure that the influencer campaign is successful. Some best practices will guide this method:
• You must agree on a clear and consistent brand message or product benefit.
• Inform your influencers about your ideal message and what you want the audience to feel and take away from it.
• Provide them with as much information as possible. You need influencers to post about your business or product quickly!
• Establish a relationship with your influencers. Respond swiftly to any requests from influencers and collaborate closely to get the most out of each campaign.
• It is also critical to ensure everyone follows the requirements for disclosing any compensated partnership.
Developing an influencer marketing strategy for your company.
If you’re ready to start planning an influencer marketing campaign, we’ve compiled a list of steps to help you streamline your marketing efforts.
Step 1: Establish goals, define success, and establish metrics.
Consider what you hope to achieve with your influencer marketing campaign.
How would you define influencer marketing success?
• Do you want to increase brand awareness?
• Is it possible to raise targeted awareness of a new product or service?
• Boost social media engagement?
• Increase sales?
The goals of your campaign will determine the metrics you should use as key performance indicators (KPIs).
Referral traffic, reach, audience growth and engagement are some of the most prominent metrics for influencer campaigns.
Conversions or revenue are other examples of KPI metrics.
However, tracking influencer marketing back to an appropriate ROI versus marketing spend can be difficult.
Step 2: Create a budget.
What percentage of your marketing budget do you have set aside for influencer marketing?
If you have a limited marketing budget or are just getting started with influencer marketing, consider where you will get the most bang for your cash.
If one macro influencer appears to be ‘just right,’ it may be your ideal path.
But, in general, dispersing risk across your influencer marketing plan is frequently the best way to go — perhaps a lot of nano and micro-influencers can offer you a better sense of what might work for you.
Step 3: Plan your management plan.
An influencer marketing campaign is not a one-and-done project.
You’ll need to contact influencers, analyze their material, compensate them, track performance against KPIs, and manage connections.
Determine who will be in charge of overseeing your efforts with your team.
Have you considered an influencer marketing agency if you’re designing your influencer marketing campaign and aren’t sure where the internal resource will come from?
Step 4: Make contact with influencers.
You’ll need to contact the influencers you’ve identified as a suitable fit for your brand after you’ve compiled a list of them.
Send them an email or a social media message promoting the offer.
Make your expectations and incentives clear.
Long, mass pitches are rarely effective, so keep your pitch brief and individualized.
Step 5: Execute the campaign.
There’s no reason not to bring the campaign to life if some influencers are engaged and ready to move forward.
Create social media content schedules with your brand influencers, collect data on engagement and conversions, and make changes to your campaign as needed.
Step 6: Assess success.
Keep an eye on the performance metrics you established in Step 1 as your influencer marketing campaign gets underway.
Are you getting the response you expected?
Are your social media followers growing?
Is your website receiving traffic?
Prospects, are you starting to convert them?
Depending on your campaign’s objectives, you may also wish to track other indicators, such as brand sentiment and word-of-mouth referrals.