How To Launch Your First Influencer Marketing Campaign
As social media booms, platforms like Instagram, Twitter and Snapchat will become a greater part of our lives. This means, influencer marketing will become the fastest-growing and most effective form of advertising since billboards. (What's a billboard?)
According to eMarketer, nearly 84% of marketers will launch an influencer marketing campaign in the next year. Want to launch your own an influencer marketing campaign? Here's where to start.
1. Identify Your Target Audience and Choose a Platform: Which platform is most effective for the audience you're targeting? I your audience younger? Go with Snapchat. Is your audience older? Best stick with Facebook. No need to master all the platforms at once. Pick one or two at most and stay focused.
2. Set Your Budget: To help set realistic expectations, set a budget you're comfortable with. You’re not going to get Jake Paul for $5,000 so don’t bother. Be realistic. The average cost of a post, with someone who has less than 100,000 followers, is $300-- and the results are phenomenal. So, except a real campaign to cost a few grand.
3. Pick Your KPIs: Know what metrics to measure before launching your campaign. How will you determine if your campaign is successful? Typical KPIs include: Reach, impressions, views, engagement rates, and increase in followers and shares. Be clear on the purpose of your influencer strategy and pick just a few to track. Be prepared to monitor analytics regularly during the duration of your campaign.
4. Pick The Right Influencer For You: To find the perfect influencer for your brand and marketing goals, you can either use a self-serve platform like FameBit or Speakr, or an influencer agency, like Influences. Third-parties have data that help find the perfect fit and even do all the negotiating for you. Or, you can find an influencer yourself. If you're a small brand on a tight budget, SocialBlade, and VidStatsX all have free, updated top lists to help, but they won’t help you to find the micro-influencers. You'll need to do the research on your own, or find a small boutique agency, like Social Vida, to assist.
5. Prep Your Campaign: Allow the influencer to use their unique voice to deliver your campaign, since they've already mastered their audience. Ensure you provide your influencer with a brief outline of the campaign, talking points, goals, etc. to set them up for success.
6. Negotiate Rates And Contracts: Contracts are important to ensure you are protected. You need to have language in the agreement protecting yourself in case the influencer doesn’t fulfill their obligations. Even something as simple as exchanging free merch for services must be spelled out on digital-paper, to avoid any conflicts in the future. Look towards smart brands, like Willmazz, to help with your contracts.
7. Get Approval: You've made it this far. Now there's only a few more steps to go. Get hat contract signed and review content to ensure your plan aligns with your brand, goals, and meets FTC guidelines.
8. Hit The Publish Button: Watch influencers publish their content, get a bunch of engagement, and watch the money roll in! Ideally, anyway. After publication, you'll need to monitor your post and identify what's working and what isn't. It's a great idea to screenshot the progress of your campaign for your records.
9. Report and Analyze: Remember when we said to be prepared to monitor analytics regularly during the duration of your campaign. Now is the time! Track your KPI's and gather all of your metrics on a campaign report. Compare your social activity (likes, comments, etc.) to posts and videos that you ran before your campaign. Also, look at other influencer campaigns that you’ve done to see how it stacked up.
Good luck and if you still need help, we've got you covered!