The world of influencer marketing is vast, and for brands who are looking to dip their toe into the industry it can seem impossible to know who to work with and how. Here’s our guide to including influencers in your digital marketing campaigns and how to measure their success…
Influencers are a powerful tool, whether you’re an established brand or new kid on the block. They can amplify your brand voice and quickly drive sales.
As always, the hardest part is where to start. Many companies will rush to an agency, hand over a lump sum and trust that they know what they’re doing. Before you do though, we think it’s important that all brands know how to use influencer marketing to their advantage and get bang for their buck . Read on for our five tips for incorporating influencer marketing into your digital campaigns.
Already have a campaign in mind, but want to take it to the next level? We’ve got the perfect opportunity for you…
Decide your goal
Before you rush into contacting influencers, it’s important to define what the end goal of the campaign is. Firstly, specify a general KPI that you’re aiming for. This can be brand awareness, increased sales, positive brand sentiment or more.
Once this is decided, get more specific about what success will look like for you. Do you want 1,000+ sales of a specific product? A 100% increase in engagement on your own social channels? This will make measuring the success of your influencer campaigns and choosing the right influencers to work with much easier.
Create a solid campaign brief
Once you’ve decided on a specific end goal, it’s time to plan how you’re going to hit that target. This should include details on the influencers you plan to work with, times and dates for the content to be posted and what you want the content to look like.
The more information you can include in your brief the better, and the more likely you will be able to execute it well. When planning what you want the content to look like, try to include example images and videos so there’s no room for the brief to be misinterpreted. If you’re not sure where to find example images, why not search for similar imagery on Instagram or Pinterest?
Choose your influencers
Once your campaign plan is solid, and you’ve got an idea of the types of influencers you want to reach out to, it’s time to pick the specific influencers you want to work with and reach out to them.
When selecting the influencers that you approach, consider their audience demographics and their style of content. It’s important that their audience matches the audience you want to target. Specifically, look at the location and age of the majority of their followers. Does it match your target?
Also take a look at some of their previous sponsored content. Does it fit with the content you are looking for them to create? You don’t want your campaign to stick out like a sore thumb on their feed, and it’s unlikely their audience will connect with the message.
When reaching out to influencers to work with, keep it polite and simple in your first email. Describe the general concept of the campaign, the amount of content you’re looking for and whether or not it will be a paid opportunity. After that, share your campaign brief and ask for them to share their audience demographics and some stats from previous sponsored content.
Once you have confirmed an influencer to take part, give them a deadline to submit content by AND a deadline to upload content by. This will ensure you have plenty of time to review content and get it uploaded.
Share their content
We know that user generated content (UGC) performs well for brands. Now you have the content created from your influencer campaigns, share that across social media and other marketing materials.
If you’re just sharing the content on social media, make sure the influencer is credited and tagged in their imagery. You can even encourage your audience to check out their content to further strengthen your relationship with them.
If you’re planning to use the content for other marketing materials, you will need to compensate the influencers for this. Once a fee has been agreed, you can use the content within the terms agreed, and this can be a great way to incorporate UGC into your above-the-line marketing .
Analyse the results
A couple of weeks after the campaign has gone live, it’s time to ask the influencers to share their results. Compile these into a report and compare them to the end goal you set. Did you hit your target? If you did, what exactly do you think worked well? If not, what do you think could be improved on for next time?
Jotting down some key takeaways will make planning your next campaign a lot easier. Over time you will be able to build up a network of influencers that you can rely on for engaging and on-brand content.
Want more tips for working with influencers and digital marketing? Why not join us at BorderlessLive 2020?