In this article, you’ll learn six key steps to running a successful influencer marketing campaign.
1. Create a Campaign Brief
When running an influencer campaign you want to be organized and have a plan. While your campaign brief may differ, a good base will include the points below:
Messaging: Outline the key messaging or language you want to use.
Schedule: Plan out launch dates and timelines for the campaign and its content.
Budget: Set a budget for your campaign. This will determine the size and quantity of influencers you can work with.
Content: Choose the platforms you want to focus on and the type of content. (image, video, stories, carousels, etc.)
Audience: Creating a buyer persona will shape your campaign’s target audience. This will be useful when deciding which influencers to work with.
2. Define Campaign KPIs and Goals
Whether you want to increase brand awareness or drive more sales, having clearly defined goals will help you determine whether your campaign was a success or not. Analytics such as total impressions, engagement and sales are important metrics to track, so later on you can determine whether your campaign was a success.
3. Vet Potential Influencers
Platforms like Collabstr can connect you with vetted influencers to work with. After you have put together a list of potential influencers, you’ll need to evaluate which ones will be the best fit for your campaign.
With the recent rise in influencers purchasing followers, it’s important to look at more than just follower count. Engagement rate, impressions and audience location can help you weed out these influencers. The following questions will help you narrow down your influencer list:
Do you want to work with multiple nano/micro influencers? or one larger influencer?
Does the influencer’s audience demographics align with your target audience?
What is the influencer’s previous experience creating and executing branded content?
4. Share Content Guidelines
Once you choose influencers for your campaign, let them know what is expected from them. Include details such as the platform you want them to post on, the number and type of posts, and a timeline for when they should go live.
One of the benefits of working with an influencer is leveraging the trusted connection they’ve built with their audience. Creating content that appears too sales-y is a big no when it comes to influencer marketing. You should allow freedom to the influencer when it comes to content creation. You want it to be creative and unique to the influencer’s style to appear as organic and authentic as possible.
5. Promote and Amplify Influencer Content
Once the content is live, be sure to repost and share the content to your brands’ social channels to drive extra traffic and get the most out of your campaign.
6. Review Campaign Results
It’s important to review and track how your campaign performed. Analytics such as total impressions, engagement and sales are important metrics to determine whether your campaign met your goals or not. Once you’ve measured the performance, compare the results against the initial KPIs and goals you set for the campaign.
Following the steps outlined above will help you successfully run your influencer marketing campaigns.