Launching An Influencer Marketing Campaign – What To Expect
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Last year (2019), influencer marketing programs were responsible for massive revenue growth for startups, small, medium and large businesses. Bigcommerce found that nearly 90% of all marketers using influencers experienced as good or better results than all their other marketing campaigns.
It’s no surprise then that 98% of those same marketers plan to keep or increase their influencer budgets in 2020. This medium is working, and the ROI is stronger than ever.
Quick Campaign Overview and Timeline
When launching your first influencer marketing campaign, expect about 2-4 months before you begin to see tangible results.
That being said, it’s important to understand the process if you want your influencer marketing to be effective within a 3-month timeline.
While a manual approach of spreadsheets and direct messages can work, it can also take more time and extend your timeline. With the growth of influencer marketing, tools like GRIN can help you accomplish more in a much shorter timeline.
Define & Create Your Campaign
What do you want to achieve in your influencer marketing campaign? The most common goals are increased brand awareness, user-generated content, and revenue/sales.
Identify & Recruit Influencers
You are going to want to be selective. Not all influencers are right for you. More importantly, not all influencers are real influencers (we will discuss vanity metrics in a moment). Take the time to make sure you have several compatible influencers among whom you can compare results.
After identifying the right influencers to collaborate with to help you achieve your marketing goals, it’s time to let those the influencer begin their marketing magic.
Evaluate Campaign Results
Allow your influencer marketing campaign has run for 3-5 weeks, and then compare results against your goals. Additionally, measure the performance of each influencer.
Invest in Winners
You don’t need to keep all your influencers. In fact, you shouldn’t. Rather, keep the ones that perform well, and improve your ability to find better influencers.
How To Find The Right Influencers For Your Program
Identifying how closely an influencer aligns with your brand and objectives is known as Influencer Mapping.
An influencer marketing campaign becomes less effective when brands chase the wrong influencers. In fact, the quality of your influencers will make or break your campaign. Here are a few pointers to help you stay on point in your search.
Understand The Role Of Influencers
Influencers exist to promote your brand in their voice. If you feel the urge to micro-manage your influencers, you should discuss your concerns with him/her and ask for feedback. The relationship between you and your influencers must be nothing less than collaborative.
Also, you should know that there are nano, micro, and macro influencers. These labels define the size of each influencer’s audience.
- Nano: 1,000-10,000 followers
- Micro: 10,000-100,000 followers
- Macro: 100,000+
Part of understanding the role of an influencer is knowing what kind of influencer they are and the benefits of each type hold within your industry.
Follow Influencers In Your Industry
Make sure you’re watching influencers in your industry. These are your key influencers. More importantly, examine their content to get a sense of their “voice.” Take a look at their use of hashtags and CTAs. Your influencers need to be compatible with your brand.
Look for an Influencer’s Relevant Engagement.
“Avoid focusing only on the following size. Instead of reaching a mass audience that may or may not be interested in your message, you should try to reach a small but engaged and relevant audience.
Use follower count to help you identify the type of influencer. After that, you’re going to need to dig deeper and track engagement. For example, follower count and post likes are known as vanity metrics. These numbers can be bought and made to pose as actual engagement.
True engagement metrics include post shares, engaging comments, and reviews. Because these metrics actually indicate thoughtful feedback between an influencer and their audience members, they will help you focus on the best influencers.
How to Engage Influencers
When working with influencers, you’ll want to be respectful and abundantly clear about what your goals are. An introduction with short, rude demands will fail to get a response from influencers. More importantly, ambiguous communication with an influencer sends mixed signals.
Your Email Introduction
By far the simplest influencer outreach efforts begin with an email. Introduce yourself, then your brand. Explain why the influencer caught your attention, and make it known that you are interested in adding them to your influencer marketing campaign.
Take a look at some of our recommended influencer email templates.
Discuss Possible Influencer Marketing Opportunities Early
Among the most common influencer marketing campaign strategies are event co-hosting, product/service reviews, special offers, and affiliate marketing. Very likely, you are going to be drawn to certain influencers based on the effectiveness of their tactics for max engagement.
How to Track Results of Your Influencer Marketing Program
If your goal was greater brand awareness, you should begin to see more website views, longer page views (session duration), increased engagement on your brand’s social media channels, as well as a higher lead count. For sales objectives, you should naturally see increased sales and leads.
Choose the Right Influencer Marketing Software Platform.
Not all influencer marketing tools are equal. Too many influencer marketing campaign platforms simply run like traditional CRMs. What you need is software that caters to the nuances of influencer marketing.
Not only will Grin’s software platform help you recruit and manage influencers, but it will also help you track your campaign results. This will increase your ramp-up speed and afford you the opportunity to make critical adjustments to your influencer marketing campaign for maximum ROI.
Adding influencer marketing to your brand’s marketing efforts is one of the best decisions you can make in 2020. We hope that this information helps you feel less intimidated as you launch your very first influencer marketing campaign.
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