How to Kick Off an Influencer Marketing Campaign
Increasingly, more advertisers and marketing agencies are incorporating a social influencer component in their marketing campaigns, right alongside other more traditional digital vehicles like paid search, display and search engine optimization tactics.
There are a variety of ways influencer marketing can help your brand: increase awareness, increase website traffic, identify better leads, launch or promote a new product, and improve sales conversions. However, before you walk down the road of launching an influencer campaign, Jamie Reardon, president and co-founder of Find Your Influence, shares three tips for a successful and cost-effective launch:
1. Identify goals, budget and measurement. "Try focusing and developing a campaign based on only one or two goals," Reardon says.
By targeting your efforts and aiming for a single goal, you'll increase your ability to manage the campaign efficiently and maximize campaign dollars.
After setting a goal and budget, think about how you're going to measure your campaign. Every time you spend a portion of your precious marketing dollars, it's crucial that you see if those dollars are working for you. A few best practices for tracking and monitoring your campaign include the following:
- create a corresponding hashtag;
- provide your influencers with trackable links to the most appropriate place for customers to land on your website; and
- create a promotional code for a discount on your product or service.
2. Find and contact the right influencers. There are thousands of potential influencers out there covering every industry you can think of.
"Finding the right set of influencers is a classic ‘easier said than done’ scenario," said Reardon.
When it comes to the cost per influencer, it depends on a few things — influencer expertise, followership and engagement rates.
"If setting a rate without a proof of efficacy makes you uncomfortable, ask for the numbers up front," says Reardon of interviewing influencers. "Influencers should be able to provide a complete profile of their data points like traffic per day, social engagement, average reach, etc."
3. Send a thorough campaign brief. Send your list of influencers all of your campaign details. Your creative brief should include deadlines, hashtags, goals, messaging requirements and suggestions, legal requirements — i.e., anything that sets up your campaign to be the most successful for both you and the influencer. The more information you can provide, the better.
Time for Launch
Now that you've got a goal, budget, measurement strategy and a team of powerful influencers in place, you're ready to kick off your campaign.
"Like many traditional tactics, return on investment isn't defined after the first day," says Reardon. "Keep an eye on your progress and start reporting on the data once the campaign has fully run its course. Looking at your complete campaign will help uncover key insights that will be helpful when planning your next campaign."
Related story: 5 Tips to Help Marketers Build Social Media Influence