Executing a successful Influencer Marketing Campaign is more than just handing over money to someone with a ton of followers and hoping for the best.
Today’s social media platforms are saturated with content and brands continue to search for new ways to stand out in the crowd.
One way that has proved to be successful are Influencer Marketing Campaigns.
Be sure to check out the video version here.
What is an Influencer Marketing Campaign?
An Influencer Marketing Campaign is exactly what it sounds like – your brand is using an Influencer to help with your campaign.
Influencer Analysis defines an influencer as “a normal person who maintains connections with media outlets and other public entities and who uses those connections to help brands promote their products and services.”
Consumers tend to trust Influencers more than brands and celebrities. An Influencer marketing survey concluded that 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions.
That statistic is reason enough to think about using an Influencer in your next campaign.
10 keys for your campaign
Be clear about campaign goals
- A clearly identified target audience
- Clearly defined budget parameters
- Key Performance Indicators (KPIs) set
Determine your audience
Do you know your social media audience? If not, there’s a bunch of tools that can help you get a better understanding about your audience.
Having a clear understanding of your audience will help you and your influencer have a better idea what price and product/service will deliver value to your brand.
Choose the right Influencer and the right social media platform
There’s no reason for your brand to be paying Kim Kardashian West $2 million dollars to be the influencer for your content. Unless you’re Uber Eats.
Instead choose someone popular in your niche. The ideal influencer has between 10,000 to 100,000 followers.
But something more important than the amount of followers is whether or not your influencer understands your audience’s needs and desires. Will this influencer be someone who your audience will look to when they’re looking to make a purchase?
The influencer you choose should be aligned with your brand’s vision, mission, and identity.
Pay your influencer what they’re worth
Did you know that influencer marketing yields a $6.50 return on investment for every dollar spent?
That’s some serious ROI! So make sure you’re not trying to cut costs with your Influencer and pay them what they’re worth.
There’s been many Influencer Campaigns that have been so successful that the brand and influencer have partnered multiple times.
The goal here is to make lasting relationships with Influencers where everyone has a win.
Use Micro-influencers in your strategy
Don’t be afraid to use a small influencer to yield big results!
Did you know that influencers with approximately 1,000 followers receive likes on their posts 8% of the time, while those with 10 million+ followers receive likes just 1.6% of the time?
If you can find a micro-influencer in your niche market, chances are you’re going to get a better ROI and a far greater engagement rate. It’s a win-win!
When looking for a micro-influencer, have a look at some of their most recent posts. You will be surprised at some of the authentic relationships they have with their followers.
Use Influencers who post a lot of video content
According to research, 4 out of 5 millennial’s go to video content when researching a purchase decision.
Using the right influencer, combined with the right video to promote your brand is a recipe for success, as 4 out of 10 millennial subscribers on YouTube say that their favourite creator understands them better than their friends!
Don’t make your posts advertisements
This is very important to remember. You are not making an infomercial!
You’re not trying to push a product down peoples throats, instead you want your influencers personal vibe to be injected into your campaign.
After all, the purpose it to use your Influencer’s credibility, so your content needs to organically show that.
Check out the video below to see how Soda Stream nails it with their Influencer campaign.
If you’re a small business, you’re customers probably appreciate the fact that they can get in touch with your business easily. People appreciate small businesses because they are genuine, authentic and trustworthy to their customers.
The same should be said about the Influencer you choose for your campaign. If your followers can’t connect with your Influencer and they appear as a celebrity icon, you could possibly lose a connection with your followers and face a backlash to your campaign.
People want authenticity!
Allow your Influencers some creative control
Most influencers have built a loyal following by being real and showing their unique personality to their followers. The last thing you want to do as a brand is micro-manage your influencer when they’re creating content for your campaign.
We know it’s hard to hand over the reigns sometimes, but if you spend the time researching the right influencer and discussing everyone’s expectations before a campaign begins, it will put your mind at ease a little.
Measure your results
Once your campaign has run, now’s the time to measure the results. Below are some things to look out for when using an Influencer:
- An increase in followers on the channel/s your Influencer posted on
- A surge in leads or sales on the channel/s your Influencer posted on
- An increase in engagement on the channel/s your Influencer posted on