If you have an influencer marketing program in place, you are already well aware of the success that comes with partnering with authentic content creators. But to get the most out of your efforts, the time will come when you need to scale your program and invest in tools that enable you to do so.
For influencer marketing managers, the decision is a no-brainer. But how can you convince leadership that boosting the strategy is a worthy investment?
In this blog, we’ll walk you through how to sell influencer marketing software to your boss, discuss some brands for which the investment paid off, and provide you with a customizable pitch deck for when the time comes to make your pitch to your leadership team.
Influencer Brief Example Download:
Getting buy-in from your leadership team is vital to ensure the future success of your influencer marketing campaigns. You want them to invest in action—not to let it get tabled and forgotten. Executives are busy people. You need to ensure they have all the information they need to get fully behind your influencer marketing plans.
Make sure they know influencer marketing is popular for a good reason—it works.
But marketing teams can’t just throw around a few buzzwords like “influencer” or “thought leader” and expect their boss to jump on board. As always, the execs at your brand will want to see a well-thought-out and specific marketing strategy that proves an influencer program will yield a good ROI.
At this point, your leadership team is likely familiar with the term “creator economy.” But chances are they don’t know exactly what it means or how the company can leverage it to grow the brand.
Keep your overview simple, but be sure to outline a few key points as to why a strong presence within the creator economy is critical to DTC and ecommerce brands.
Creator economy – The space where we collect, create, distribute, and provide compensation for content in our current digital world.
See Also: Understanding the Creator Economy
The most important step to establishing a budget is determining how you plan to pay your influencers.
There are three common compensation models for established programs:
This is the most cost-effective compensation method and involves giving content creators free products in exchange for content. It’s also a great way to generate more authentic product endorsements since it enables creators to try your product and learn about your company before promoting it.
Product seeding is most effective with:
A flat rate payment arrangement requires a pay-per-post structure. Depending on the creator’s audience size, the cost may vary from as little as $10 to thousands of dollars.
A pay-per-post agreement is most common among creators with 10,000 or more followers:
If generating sales is the primary objective of your influencer marketing program, you may want to use a commission structure as your primary payment strategy. Paying commissions helps lower upfront costs while motivating your creators to achieve conversions.
The commission model is most common with:
You’ll need a clear set of big-picture goals you want to achieve with your influencer marketing program. These goals could take weeks, months, or even years to fully accomplish, so it’s important to establish some key performance indicators (KPIs) you can point to for your leadership team to see your program is moving in the right direction.
Keep the following points in mind when selecting objectives and KPIs:
Download Guide: Bulletproof KPIs for Influencer Marketing Campaigns
Before getting into the nitty-gritty, show your leadership team a quick but comprehensive overview of all the benefits of an influencer marketing platform. Then you can dive deeper into some of the platform’s greatest strengths.
Finding brand-aligned influencers to partner with is one of the biggest challenges brands face. And it’s also one of the most important to overcome. Without these content creators, you’ll have a near-impossible time generating endorsements consumers can trust. In the worst-case scenario, you’ll turn consumers off completely with content that seems inauthentic or simply doesn’t resonate.
But with the right influencer marketing platform, the right creators are only a click away. You can narrow your search to specific keywords or demographics to find influencers in any niche and easily pinpoint influencers similar to your best performers.
Refer your boss to this graphic or this tool to help them visualize the time you can save with the right platform:
Find out how much time you can save with an influencer marketing software: GRIN’s Time Saving Calculator
Finding brand-aligned influencers to partner with is one of the biggest challenges brands face. And it’s also one of the most important to overcome. Without these content creators, you’ll have a near impossible time generating endorsements consumers can trust. In the worst-case scenario, you’ll turn consumers off completely with content that seems inauthentic or simply doesn’t resonate.
But with the right influencer marketing platform, the right creators are only a click away. You can narrow down your search to specific keywords or demographics to find influencers in any niche, as well as easily pinpoint influencers similar to your best performers.
Once you give your boss a brief overview of how easy it can be to find the perfect creator for your brand, let them try it for themselves with a couple of free tools:
Influencer content is the gift that keeps on giving. When you find content that resonates, you’ll want to use it across your entire marketing funnel. This approach saves you a bundle on creating ads, gives you engaging content for your social channel, and more.
Here’s a closer look at the benefits of having a content management system at your disposal:
Viral content is what every brand dreams of. But it’s tough to pull off without someone fully in tune with social media trends who knows how to create high-quality content. That’s not to say your marketing team can’t pull it off, but they’re much better off allowing influencers to be their secret weapon.
Sometimes, timing is everything, so be prepared to talk about recent trends. Find data points that demonstrate that influencer marketing is on an upward trajectory.
Lastly, be sure to break down the ROI of your current influencer marketing program. Compare the success you’re having now with the returns you expect with your new platform to paint a picture of exactly how much extra income the investment will bring in.
Marketers are used to talking about KPIs and growth numbers. But your execs are more likely to want to understand how an influencer marketing strategy would be profitable to their business as a whole.
Thankfully, it’s easy for most companies to demonstrate the profitability of influencer marketing.
One of the reasons the strategy is so popular is because it delivers a considerable ROI. Show your leadership team how approaches like product seeding and influencer whitelisting can majorly impact your brand’s bottom line. Be sure to drive home the profit margins you expect to see from your influencer marketing plan.
Download Guide: How to Get ROI from Influencer Marketing
Once you’ve presented the benefits of an influencer marketing platform and answered any questions from your leadership team, you’ll need to be ready with an action plan for the next steps. This is a great time to set up a live demo and invite your boss to sit in on the call. A customer service team member can give you a first-hand look at the platform in action, go over pricing structures, and answer any other questions you or your manager might have.
City Beauty is a Los Angeles-based luxury skincare brand that unifies beauty and science to produce research-focused skincare solutions. The company formulates its products with clean, cruelty-free ingredients designed to support specific skin goals—from visibly plumper lips to firmer-looking skin and anything in between.
After rebranding in 2018, City Beauty needed a way to retain its best creators and recruit new ones who exemplified its updated mission and values. Over the next couple of years, the company built out a team of high-performing creators who trusted the brand, loved its products, and supported its mission.
Initially, City Beauty managed its entire influencer marketing program from a crowded spreadsheet. But the two-person team quickly realized it needed a more streamlined approach to managing its program once it grew to hundreds of creators across various platforms.
City Beauty hit its stride after implementing a platform that enabled them to find, recruit, and retain high-performing creators to grow the brand and manage relationships with its top converters. The team also had a way to easily manage all incoming content and communicate with its creators at scale.
City Beauty has grown its Instagram following to 119,000 since investing in an influencer marketing platform just over two years ago. The team nurtured a thriving community of high-performing creators, with many generating as much as a 200% ROI.
City Beauty has also accumulated:
Schell Games is a game design and development company based in Pittsburgh, Pennsylvania, that creates video games and interactive experiences for education and entertainment.
In 2021, Schell Games wanted to generate awareness and help drive sales for its latest game release, I Expect You to Die 2.
The company planned its campaign in three phases: Pre-launch (June to August), launch (August), and post-launch (August to December). The two biggest challenges were finding experienced creators in the VR niche and tracking influencer conversions without using affiliate links.
With a $50,000 budget, the company established the following KPIs for its campaign:
Schell Games allowed its influencers to create ads for the company. The marketing team gave them creative freedom to produce content using their own voice and messaging on each post to promote authenticity.
With the right influencer marketing platform in place, Schell Games could easily recruit high-performing creators in the AR/VR gaming niche, analyze each one to ensure they met authenticity standards, seamlessly communicate with all creators using email integration, and easily evaluate the ROI of the entire influencer program.
Schell Games’ innovative approach to influencer marketing enabled its creators to produce the type of content their audience loves. That creative freedom helped its influencers fall in love with the brand and encouraged them to reach out for future partnerships.
In six months, Schell games generated:
Frenchie Bulldog is a pet lifestyle brand and creator of the reversible dog harness. The company strives to create cute, colorful collars and harnesses for “robust” small and medium-sized dogs—like Frenchies. Today, Frenchie Bulldog is one of the most popular dog apparel brands online.
Frenchie Bulldog founder Bridget Levine went to great lengths to integrate the brand into a community of like-minded pet owners. The relationships formed through outreach to dog lovers on Instagram and Facebook and offline community meetups served as the basis for the brand’s influencer marketing program.
Frenchie Bulldog’s main mission was to generate content and increase brand awareness. With more than 90 creators and 30 celebrity endorsers on its roster, the brand needed a content management approach that didn’t involve convoluted Google spreadsheets.
Frenchie Bulldog’s influencer marketing platform enabled them to categorize all its influencer content and repurpose it across the marketing funnel. The platform also integrated with the Frenchie Bulldog’s ecommerce store, which allowed order fulfillment directly from the platform without having to log in to Shopify.
Frenchie Bulldog’s community has grown so strong it now plans to extend its reach overseas. Their platform’s Lookalike Tool helps them find creators just like their existing high-performers who can help set them up for global success.
In 90 days, Frenchie Bulldog’s influencer marketing platform helped generate:
Preparation is critical if you want to get your leadership team to buy into an influencer marketing platform. Come ready with tangible stats and dollar figures to show your boss exactly what your company is getting with its investment.
Remember, the content creators are passionate about their craft and pass that excitement off to their followers. Bring the same energy into your pitch meeting, and your company’s executives won’t be able to help but share in your enthusiasm.
Are you ready to stake your claim in the creator economy? Discover more helpful tips and resources from the experts at GRIN: Creator Management Learning Center
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