Influencer marketing is the new buzzword among marketing professionals worldwide. Almost everyone is creating influencer campaigns these days, but not all are equally successful.
So, how can you create an influencer marketing campaign that is a success?
That’s what this post is all about. In this post, you will learn how to create a successful influencer marketing campaign for your brand. Use this step-by-step guide to create an influencer campaign and make it a success.
Excited to learn more?
Let’s get started.
1. Set Your Goals and KPIs
The first step while creating any type of marketing campaign is to outline your goals. What is it that you want your influencer marketing campaign to achieve?
This could be generating brand awareness, building brand trust, and even driving more sales or conversions. You can even achieve multiple goals via one campaign.
The important thing is to set clear and realistic goals that can be achieved in a particular time-frame. Your goals should not be vague like “I want to increase traffic to my website.”
Instead, it should be specific and time-bound like “I aim to increase website traffic by X% in one month.”
Why does that matter?
The second goal is something that you can actually measure, while the first one does not provide any clarity or a way to measure whether you achieved it or not.
Also, you should choose the right KPIs to measure your performance on these goals. This should be done right at the start to ensure that you have clarity on what you want from your campaign and can guide the influencers properly.
2. Choose the Type of Campaign
There are many types of influencer marketing campaigns that you can create. You can simply pay for sponsored content or send free products for review. You can even invite influencers and host an event that they can post about.
So, choose one or more types of influencer campaigns that you wish to run before you start your search for the perfect influencers.
But, how do you decide which campaign type to run?
Well, there are certain factors that will influence that decision. These include:
- Goals that you want to achieve
- Your influencer marketing budget
- Level of creative freedom you want to give
- Choice of platform
- And more!
So, consider all of these and then decide on the type of influencer campaign that you want to run.
3. Find and Reach Out to Influencers
The next step to create an influencer campaign is to actually find the right influencers to collaborate with. You can use an agency to find influencers or manually search an influencer marketing platform.
Both of these are paid options but can help you find credible and authentic influencers that are the right fit for your brand. The important thing is to learn which metrics to use for comparing different influencers and making your selection.
While the number of followers is important, it is not necessarily the most important criterion.
So, what should you look for in an influencer?
Here are some important criteria to consider for influencer selection:
- The number of likes, shares, and comments on social media posts
- Engagement rate
- Past brand collaborations and the response they got
- Type of content an influencer posts and specializes in
- Authenticity: do they promote just any brand or are picky about who they represent?
These are some of the most important things to look at when choosing an influencer for your influencer marketing campaign.
You should also choose the right influencer for the right platforms. For marketing on Instagram, leverage tools like trendHERO, you may choose an influencer who has a significant following there. But, the same influencer might not be as effective for writing a paid blog post or creating a YouTube video.
Remember, that even if you use a paid tool to find influencers, you will still have to put some effort into vetting them and determining whether they’re the right fit for your brand.
4. Provide Clear Guidelines and Set Expectations
Once you have selected your influencers and are ready to create an influencer marketing campaign, you should give clear guidelines to influencers. Make sure that they understand your goals, the type of content you want, and the points that you want them to cover.
However, do not take away the creative freedom or control the content-creation process as that will limit their potential. After all, you’re hiring influencers for their creativity, so, let them work their magic while you stand back and watch.
5. Track and Measure Performance
Once you create an influencer marketing campaign, your job does not end there. You need to continuously track and measure your campaign’s performance and find areas for improvement.
You can use an analytics tool or an influencer marketing tool to measure each influencer’s performance as well as the overall campaign performance. If you think that something can be improved, inform the influencers and make sure that they do better with their next piece of content.
The idea is to keep improving your campaign as it runs and not wait for it to end to draw insights.
Conclusion
Hope this post provided you with some clarity on how to create an influencer marketing campaign that delivers the desired results as per your marketing plan. The tips mentioned above are tried and tested by experts and are sure to help you with your influencer marketing campaign.
Use this post to avoid influencer marketing disasters and create a winning influencer marketing campaign right now. All the best!
