The volume of tasks that an influencer marketing manager must keep up with is almost unbelievable. Everything is on the move, and the influencer marketing manager must keep up if he/she hopes to achieve maximum influencer ROI.
Thankfully, the right influencer management tools not only help the manager keep up: they can make the manager look like a rock star.
Who is an Influencer Marketing Manager?
We define an influencer marketing manager (also known as the influencer relations manager) as such:
The influencer marketing manager is responsible for managing a team of influencers on behalf of a brand.
Whether managing influencers in an agency role or as a brand employee, an influencer marketing manager oversees influencer recruitment, influencer relationship management (IRM), and reporting.
Coordinating all the moving parts within influencer relationship management requires attention-to-detail and a full understanding of the role of influencers.
The Role of Influencer Management Tools
The job of an influencer marketing manager requires a high-level of organization, clear communication and a data-driven mindset.
Like pouring water through a colander, critical information flows from many different directions before, during, and after an influencer marketing campaign. Without the correct tools, those stats fall away and can cause your influencer marketing program to fall flat.
Managers utilize influencer management tools to organize the data and leverage it to reach the brands’ marketing objectives.
What are the Expectations for an Influencer Relations Manager?
Influencer relations managers exist as an influencer marketing team lead or as a one-person department.
Further, they often exist as a pivotal contributor to a broader marketing strategy. A brand using influencers to grow their business is concerned with a healthy marketing mix.
The influencer relations manager needs to do their job well while also coordinating with other members of the marketing team, e.g. SEO, social, pay-per-click teams, etc.
In addition to the “big picture” expectations of an influencer relations manager, day-to-day responsibilities include:
- Identifying key performance indicators (KPIs) that match with the brand’s marketing objectives
- Finding industry influencers with the right voice and engagement metrics
- Recruiting those industry influencers
- Managing expectations between influencers and the influencer marketing department
- Composing campaign briefs for influencers
- Controlling IRM spending per the marketing budget
- Collaborating with – rather than micromanaging – influencers
- Attributing sales, CTRs, and posts to the right influencers
- Examining ongoing user-generated content from influencer campaigns
- Using broader analytics metrics to report influencer ROI
- Improving and expanding the influencer marketing program
Top 6 Tools Every Influencer Marketing Manager Needs to Run a Successful Influencer Program
These influencer management tools are ones that every influencer marketing manager should have. Because every influencer is slightly different, this list is not exhaustive.
Influencer Marketing Budget
Building a budget is not just about “the numbers.” Without a budget, influencer marketing managers have no way to establish KPIs or know whether or not they are getting a return on their investment.
Most marketing experts today suggest an activity-based budgeting approach. This budgeting model gives managers more agility in the way that they invest resources in meeting KPIs. More importantly, activity-based budgeting focuses on channeling funds to influencers with the best ROI.
Website Analytics Platform
Before an influencer marketing manager launches a campaign, they need to establish a baseline of web traffic. While sales increases are a distinct measurement for influencer campaign success, managers need to help brand executives define influencer ROI in broader terms.
A notable influx in web traffic during an influencer campaign is the other primary way to define ROI. Managers understand that influencer success turns into sales now and in the future. The increased web traffic can foreshadow these future sales, as well as increase the brand’s domain authority and search engine optimization.
There are many paid analytics services, usually in the form of SEO software. However, influencer marketing managers on a tight budget can accomplish a great deal by learning to use Google Analytics.
Influencer mapping is an influencer management tool that helps the manager prioritize influencers in their industry. It is also a visual tool that can take a few different shapes, like the influencer mapping star system.
Influencer marketing managers make a list of influencers in their industry with healthy engagement rates. They then rate each influencer using the following criteria:
- The influencer’s prominence
- The influencer’s reach across mainstream media channels (social media, blogs, podcasts, etc.)
- The influencer’s social media reach
- The influencer’s investment in the issues relevant to the influencer marketing manager’s brand
- The influencer’s authority, consistent voice, and eagerness to engage others on those issues
By prioritizing prospective influencers accordingly, managers can select the best influencers for each marketing objective. This approach ensures that an influencer campaign is off to a strong start.
Email Introduction Templates
A manager’s influencer outreach usually occurs over email. That said, building a library of concise, well-worded outreach email templates helps the manager work more efficiently.
The best email introductions are straightforward and only a few sentences long. They might include a sentence that builds excitement over the prospect of working together, a clear statement about what the manager needs from the influencer, and a simple yes-or-no question, “Are you interested?”
Influencer management tools in the form of influencer marketing software (IRM software) often include outreach email templates with proven results.
GRIN’s platform integrates with your email and has built-in templates and email sequences that allow you to customize your influencer outreach. And while you still have the ability to send one-to-one emails, you can also send emails at scale to your entire influencer roster.
Influencer Campaign Brief
The campaign brief is the last step an influencer marketing manager takes before launching a campaign. It is, perhaps, the most critical moment between the manager and the influencer.
Typically, an influencer campaign brief exists in four parts. It should leave no stone unturned because it must define all terms and expectations for the upcoming campaign.
These four parts are:
- The campaign summary/overview
- A breakdown of the expected content deliverables, e.g. reviews, Instagram stories, unboxing videos, image layouts, etc.
- The deliverables section should also include all influencer/affiliate links for proper influencer tracking.
- A summary of agreed-upon terms, to include establishing the influencer’s approach and voice.
- A contract for use of the content posted.
- The timeline for content posting
Results Tracker/Comprehensive Influencer Marketing Platform
Knowing how well an influencer program is going allows the influencer marketing manager to measure progress and ROI. Each influencer’s outcomes are going to look different. As such, managers need to attribute those outcomes correctly.
If the campaign brief is the most critical tool for influencer collaboration, then it is the results tracking that is the essential influencer management tool for the influencer marketer to show the success of the influencer marketing program.
You can do this by spreadsheet or using an Influencer Marketing program that can track and attribute ROI.
Modern influencer management software can automatically track, update, and attribute these results daily. Armed with the right IRM platform saves a manager hours of work each day.
Marketing managers have a rewarding and challenging job. The right IRM tools can lock your influencer marketing program into hyperdrive in a long-term and sustainable way.
If you are new to the world of influencer marketing and relationship management, we suggest that you also take a look at one of the following guides below: