Collaborating with influencers is an excellent and cost-effective way to promote your services or products to your target market. However, you need to know how to plan an influencer marketing campaign if you want to make the most of your investment.
Here are 5 things you should consider when planning an influencer marketing campaign:
1. Influencer Marketing Campaign: Set/define your goals
It is essential to set achievable and clear goals in order to track your progress. Doing this will enable you to align all your efforts in order to reach your goals.
These goals will also determine the KPIs (key performance indicators) that you will utilize to track your campaign. This is why you must get them right.
Set clear goals by asking yourself the following questions:
- Are you trying to drive massive awareness for your product or brand?
- Is your goal to garner trust and then build on the overall goodwill of your existing target audience?
- Do you want to build credibility via providing lots of value to your clients or customer?
- Are you targeting a particular audience with specific demographics?
Provide answers to these questions, and you are on your way to having a successful influencer campaign.
2. Influencer Marketing Campaign: Select the right social media channel
You need to select the right social media platform for your influencer marketing campaign. It is not as easy as it sounds since every social media channel has a unique set of influencers, audiences, behavior, content, and even benefits of influencer marketing.
Here are the most common social media platforms used for reaching target audiences:
Instagram: Instagram has more than 1 billion active users every month and over 500 million active daily Story viewers. It has a very high number of millennials and Gen Z that actively engage most influencers on the platform.
Instagram offers a wide variety of content formats, such as live videos, Instagram Stories, and posts. You can also create long-form videos which you can upload to IGTV.
Facebook: The largest social media platform in the world has 2.2 billion monthly active users. It caters to a large number of baby boomers, millennials, Gen X, and Gen Z.
YouTube: This platform caters to people of all ages, from Gen Z to Boomers down to Gen X. influencers create videos such as how-tos, tips, DIYs, etc. and then incorporate sponsored brands or products into their vlogs.
The ‘Description’ box below the videos allows creators to insert links that help to drive massive traffic to your site.
3. Influencer Marketing Campaign: Choose the right influencer
You need to perform thorough research before you approach an influencer to represent your brand. Check out all their profiles to be sure that they do not have a bad reputation in the press or online.
Also, confirm that they don’t discuss topics that may end up undermining the value of your services or products. And be sure they are articulate enough to provide well-researched posts.
Don’t look at the number of followers they have. You can get much better results with nano influencers – i.e. those with 1000-10,000 followers – than those with millions of followers. So, choose wisely.
4. Influencer Marketing Campaign: Keep GDPR guidelines at the top of your mind
Both small and big brands often overlook this aspect. A single mistake can become very costly.
Ensure that both the influencer and your organization understand the latest EU guidelines about General Data Protection. This is important since in Marketing everything is data, from CRM, through databases to social networks.
In a B2C approach, the company tends to go to personal data, which is why marketers incur greater care and responsibilities. Amongst other GDPR rules, the entities cannot access personal information without the specific consent of the citizens. Please check, when using a platform to identify influencers, if it is GDPR compliant.
5. Influencer Marketing Campaign: Undertake a content and opportunity study
When you undertake a content and opportunity study, you get to learn – and understand – the needs of your target market. It is vitally important to include your chosen influencers when carrying out this task.
But what should you look for? Look for the following:
- The general feeling of your targeted audience to the type of content you want to produce.
- How does your targeted audience perceive your brand?
- Who your competitors are and how or what they do with their content marketing
- What motivation does your chosen influencer have in order to help you share your content?
Influencer marketing is not a walk in the park. You need to continually analyze and determine what works best for your organization or brand.
These top 5 factors you should consider when planning an influencer campaign is meant to point you in the right direction. Adhering to them will significantly boost your chances of success.