How to Set Up an Influencer Marketing Campaign
GRIN also recommends this free guide: How to Get ROI from Influencer Marketing.
What does it look like to “press GO” once you’ve decided that influencer marketing is right for you? Knowing how to set up your influencer marketing campaign the right way is critical to your success.
How to Set Up an Influencer Marketing Campaign
It’s important to cast a wide net when you are first getting started with influencer marketing. This will help you compare results and identify which influencers are the better fit for your brand.
Step One: Establish Your Goals
What end result do you hope to achieve by the end of your influencer marketing campaign? The answer to this question helps you determine your influencer marketing ROI.
Ideally, you have a primary and secondary goal in mind for your influencer marketing campaign.
For example, you may want a mountain of new leads/prospects, first and foremost. Secondarily, you might want brand exposure. If this is the case, you’ll want to think about how your influencer’s audience should respond to meet those two goals.
Here are just a few other marketing goals for which influencers are uniquely gifted to help you achieve:
- Increased sales
- User-generated content
- Increased website SEO and domain authority
- Direct engagement with your brand’s social media channels
- Inform your audience
- Increased brand sentiment
Step Two: Pick the Right Influencers
Researching potential influencers for your brand is the most important step when learning how to set up your influencer marketing campaign. The wrong influencer will not only generate poor results; they may actually negatively impact your brand.
Real Vs. Fake Influencers
In influencer marketing, you need to examine an influencer’s engagement metrics and differentiate those metrics from vanity metrics. Instagram, for example, found that vanity metrics – follower counts and likes – are not the right metrics by which to establish authentic engagement between an influencer and their audience.
Instead, you should examine post shares, positive comments underneath influencer posts, and ongoing user-generated content to get a better sense of that influencer’s authority. By dividing the number of shares and positive comments by the number of followers, you can identify an influencer’s engagement rate.
Influencer Types, Industries, and Approach
Among influencers, there are different types. Nano Influencers curate a social media audience of between 1k and 10k followers, and Micro Influencers meaningfully engage an audience size of 10k-100k.
If you have a bigger budget and desire to reach a broader customer base, you might consider working with Macro Influencers whose audience is 100k or more.
Agreeing on Terms
You and your influencer must be on the same page about influencer marketing ethics. Wisdom says that your marketing team would have already collaborated with your legal team to develop a Legal Disclosure for all your influencers.
Know your influencer’s price and establish what the payment is and when you will disperse those payments.
Keep tabs on your influencer to make sure that they remain compliant, but refrain from trying to control their honest efforts to help you achieve your marketing goals.
Nurturing Collaboration Between Your Brand and Your Influencer’s Brand
The relationship between an influencer and their followers is the most sacred thing to an influencer. Be clear on what you need from them, but do not micro-manage! Once they understand your brand and objectives, they are the experts on engaging members of their audience.
Allow influencers to embody their marketing through the same approach that grabbed your attention in the first place.
Step Three: Establish Influencer Marketing Opportunities
Typically, you would discuss opportunities with your influencers during your initial email introduction. But just in case you’ve not established your influencer marketing campaign approach, it’s important to get on the same page.
Here are just a few examples of influencer marketing opportunities that might work with your brand.
- Product Reviews
- Product Giveaways
- Sponsored Social Media Posts
- Guest Blog Posts
Once you both have what you need to set up and run your influencer marketing campaign, sit back and let your influencer perform their magic.
Step Four: Track Results
After a month, you should be seeing notable traction on your influencer marketing campaigns. Take the time to track those results, even if only in a spreadsheet to start. This will help you establish your influencer marketing ROI. In time, you will need to look into a third-party platform that can help you maintain and grow your influencer marketing results.
Usually, your short-term ROI pertains to sales generated directly by your influencer marketing campaign. Of course, increased sales are a wonderful win for your organization. That being said, don’t forget that your ROI is much broader than those initial sales.
When you set your goals in the beginning, you should have defined ways to measure whether or not you’ve met those goals. Studies show that increased user-generated content, brand awareness, and lead counts result in more sales in the future.
Step Five: Tweak and Repeat
Continue to iterate your influencer marketing techniques. Debrief with your top-performing influencers, make necessary adjustments, and then relaunch.
As you become more experienced in managing your influencer marketing campaigns, you will intuitively know how to set up your influencer marketing campaigns for even better results.
Food for Thought: Are You Using the Best Tools to Set Up and Manage Your Influencer Marketing Campaign?
Setting up and managing your influencer marketing campaigns the right way takes time and careful monitoring. If you attempt to accomplish all of these tasks manually, you will not be able to scale your influencer marketing efforts.
GRIN’s influencer marketing tool streamlines time-consuming repetitive tasks, helps you more easily manage your communication with influencers, and provides true revenue attribution.
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