Influencers are no less than a phenomenon today. The world of marketing has been turned completely. Brands have left no stone unturned to reach out to their audience. You’re here, telling us you’re planning to start your influencer marketing campaign. That’s just great.
The terms influencers, influencer marketing, content, customers, and so forth are frequently used. We’re sure you already know what influencer marketing is in the broader sense. For those who aren’t familiar with it –
Influencers are individuals with large online followings and expertise in particular social media platforms niches, helping bridge the gaps between brands and their audiences.
Many brands like Daniel Wellington, Fashion Nova, Bombay Shaving Company, Nike and countless others engage with their audience through their mobile screens daily using influencers. These influencers make your brand visible and build trust in people by interacting with them and answering their questions and doubts.
You’ve finally decided to embark on this journey that opens gates of opportunities for you. So, without taking any more minutes, let’s look at how to start influencer marketing in 8 easy steps.
Step 1: Set your campaign objective
Like everything has a goal to be achieved in the end, what is the purpose of your campaign? What does your brand wish to achieve from it? There are various majorly used goals by brands for their campaigns.
For example, a brand awareness campaign can be executed through influencers mentioning the campaign in their posts, product review videos, or organizing contests and giveaways.
Communicating your objectives clearly with the influencer is vital as it builds trust, and the influencer can help you with unique, trending ideas for the campaign.
Step 2: Define your audience base
Your audience is the people who will be consuming the content, so you have to know who these people are, the type of content they like or the influencers they would relate the most to. For example, a B2B brand will have a different audience than a B2C or D2C brand. Once you define your target, it becomes easier to plan the campaign’s strategy.
As they say, Content is the king; that’s true indeed. If your content isn’t appealing, people will not want to engage with it, making your campaign a flop.
Step 3: Plan your budget
Budgetary planning of any campaign is a crucial part. It defines the amount spent on your campaign expenditures. How much budget do you need to assemble all the resources and people? Keep your KPIs in mind. Different categories of influencers have different charges. Decide the type and niche you’d want to work with and in what numbers, if it’ll be a paid or bater campaign.
Your company’s current stage is an essential factor to consider. For example, is your company ready to invest a certain amount in influencer marketing? If yes, know your options and how to utilize the opportunities best.
Step 4: Content Strategy
Strategy is a plan of action. For example, say you have a new product to launch. How will building strategy help the launch? Once the campaign’s objective and target audience are decided, plan how to target them, which means devising a plan for the launch. Planning helps in automating work and smoothly running the processes. It also assists in allocating resources according to the priorities of activities.
Step 5: Setting up your campaign KPIs
How do you measure the success or failure of a campaign? Measuring results depends on a campaign’s set Key Performance Indicator KPIs. KPIs are the measurable quantitative values against which the actual results of the campaign will be measured. These KPIs differ depending upon the objective of the campaign.
Step 6: Onboard the right influencers
With the rise of influencers on social media platforms, it’s understandable how the industry is taking shape in different categories. More and more creators have emerged and are becoming niche specific. However, primarily influencers are divided into these categories.
Look for the category they belong to, content style and quality, engagement rates, the ratio of sponsored posts to non-sponsored posts, how they interact with their followers etc.
It cannot be obvious when selecting Influencers. They are fishes in the digital ocean. You can’t choose the right influencer for your campaign based on followers or engagement. Although those are two crucial factors, a mega-tech influencer promoting baby products won’t help you target the right audience. So choose your influencers like you select your friend circle, the right one! We have a checklist for finding the right influencers for your brand here.
Step 7: Devise a Media Plan
A media plan is a list of influencers, along with the deliverables & costs & real-time estimation of their profile performance. This involves deciding when and what to share on what platform with your audience to increase engagement for the campaign.
Create a document or a system where you can quickly receive content from influencers. After communicating the brief, there can be some questions or negotiations from the influencers. Explain the deliverables, what the campaign is, the campaign goal, the message you want them to convey to their audience, number and type of content to be created.
Involve a quality check once the content pieces are delivered. Then, have a look at them before they’re ready to go live.
Step 8: Execution
Go live with the campaign. Make sure the start and end dates are adequately allocated to the influencers. As soon as the campaign is over, prepare the results to better monitor them. Compare the results to your set KPIs to know your performance and if your brand goal was achieved. Documenting will keep you informed in the future as well while launching other campaigns.
Brands are thriving using influencer marketing. So you should consider it if you haven’t already. And if you’re looking for a smooth process with exciting new ideas in your campaign to make it go viral, let’s talk.