If you have a social media account, we are certain that you have seen influencers promote a product or a brand. Be it on Instagram or Facebook, influencer marketing has proven effective because 90% of the buying public take cues from real people than they do from ads.
With that said, it is only smart to hop on the bandwagon for your business. Thankfully, we are here to help. 5 minutes to read this article and four steps are all you need to run a successful influencer marketing campaign.
So, with pen and paper in tow, let’s begin.
Step 1: Determine The Outcome and Your Available Resources – The Goal, The Budget, the Timeline, The Target, The Measurement of Success
The first thing that you need to do when crafting a marketing plan is to identify what you are making the plan for. This is true even for an influencer marketing campaign. Often, brands employ the help of online personalities for an upcoming event or a product launch. However, you could tap digital influencers in order to spread the word about your brand, drive traffic to your website or manage a crisis.
Then it is time to bring your plan back down to earth. The next step is looking into practical factors that would drive the campaign. In as much as you want to reach global success, you have to be realistic with your goal given your budget and your timeline. You do not put all your eggs in one basket. With that said, it is not very smart to dedicate most if not all of your company’s budget on just one campaign.
Step 2: Develop an Influencer Profile that Best Fit Your Brands
Online personalities are people who have amassed a solid following who listen to their suggestions and take cues from the things that they use and wear. In developing a campaign, there are five factors you should look into when choosing the right influencer.
The person you should work with should:
- Have a considerable audience
- Be relevant to your brand
- Be relatable
- Be active on social media
- Have a style that matches with your brand’s
Step 3: Finding and Reaching Out To Influencers
This is where your diligence comes into play. Once you have developed a profile, you can now look for that specific person you would want to work with. Use relevant keywords, including your brand name, in order to find out who is already trending. You can also use your connections in order to identify influencers in your niche and reach out to them.
Step 4: Working and Collaborating with Influencers
So you found the influencer that fits the profile you created for your brand and campaign – now the dirty work. Collaborating with online personalities can be difficult especially if you didn’t vet them well enough. If you did, they would understand the scope of the work and their limits.
If you are in the same city, it is always a good idea to meet in person. A person’s energy sometimes do not translate well online. Be honest with the exchange of ideas. Now is not the time to hesitate or be shy about the direction you prefer. Moreover, get everything in writing and make the influencer privy to your campaign goals. This way they have an idea of what they should be working towards.
Step 5: Playing the Supporting Role
Once the influencer gets an idea of your campaign, it is time to provide them with necessary support in order to execute it. You probably have research that can help them generate content. So long as the information isn’t sensitive, it is smart to share what you have with the online personality.
People listen to good content. Both you and the influencer should work towards creating content that is worth sharing.
Step 6: Keeping an Eye on the Campaign
Just because you are in the midst of a campaign and are still a few days until measuring the KPI doesn’t mean you get to slack off. Things can go wrong and even if you are prepared, you cant possibly anticipate every scenario.
Keep a watchful eye on your campaign. Reply to comments, boost your post and think of other ways to capitalize on your investment. Make the most out of the partnership.
Step 7: Measure The Results
Developing the actual campaign depends on what you are trying to sell and the goal you are trying to achieve. Nevertheless, no matter what your strategies’ goals are, it is important to measure its success following the launch.
This is why it’s important to have a clear set of outcomes you would want to accomplish before even starting the marketing plan. You should be able to look back on it and tick off the things that you have accomplished and that things that you can improve on.
Sure, influencer marketing is a relatively new means to promote a business. But there is no reason why you should be daunted and refuse to share a slice of the cake. At least with the four steps above you do not have to go into it completely blind.