A guide to managing an influencer marketing campaign
Influencers are a modern-day phenomenon. These social media celebrities are incredibly powerful and often have follower counts numbering in the millions, making them an attractive collaborative prospect for digital businesses. For those managing an influencer marketing campaign, what is the best way to go about it?
To help you harness the power of today’s influencers and unlock the full potential these digital creators can offer, we’ve put together an influencer marketing campaign management guide. Check it out below.
Set your goals
Influencer marketing can be incredibly versatile and can be used to achieve various different things. One of the first things you need to do when managing an influencer marketing campaign is to establish your goals.
Think about what you want to get from an influencer marketing campaign. Do you want to boost sales? Raise awareness of your brand? Increase your social following? The objectives you set will determine the form and trajectory of your campaign, so think carefully before you proceed.
Identify your audience
Influencers can be a fantastic way to reach large audiences. However, if you are not targeting the correct consumers, you’re never going to see the full benefits influencer marketing can offer.
Your target audience will determine what social media platforms are best suited for campaigns and can mean certain types of content will be more effective than others. For example, makeup brands will be looking to target young women, with video content on TikTok and Instagram being one of the most effective approaches for doing so.
When managing an influencer marketing campaign, identifying your target audience is key. This will allow you to build a framework that you can use to develop the rest of your strategy.
Choose the right influencers
Currently, approximately 50 million people across the world class themselves as influencers. This is an incredible number and is a testament to just how big the influencer marketing industry is.
However, what this means is that it can be easy to feel overwhelmed with all of the options available. Choosing the right partners is essential when managing an influencer marketing campaign. You need someone with a dedicated, knowledgeable following who appeals to your target consumer base.
Some influencers have huge followings and cross-demographic appeal, while others are more specialised and target specific consumer groups. The type of influencer you choose will depend on the nature of your business and the goals you wish to achieve.
Before choosing an influencer, look back at their past content and brand partnerships. You want to choose an influencer who aligns with your brand values and who will be a good fit for your company.
Develop a content plan
Once you have chosen and agreed on a deal with your influencer of choice, the next step when managing an influencer marketing campaign is to develop a content plan.
This should be a collaborative process between you and your influencer. First and foremost, think about what message you are trying to convey, this can determine the best kind of content approach. For example, videos are more suited for product overviews and reviews, while blog posts can be used for longer, more in-depth content.
Your influencer’s preferred platform will also affect your content strategy. TikTok is a video-sharing platform, while channels like Facebook and Instagram can be used to deliver both videos and images.
You’re also going to need to work with your influencer to decide on the tone of the campaign. Think carefully about the message you are delivering and be sure to include a call to action to offer further encouragement to your audience. Provide your influencer with all the marketing material they need to customise the campaign and ensure your brand message is successfully delivered.
Maintain the partnership
Managing an influencer marketing campaign is all about the relationship between you and your chosen creator. Stay in regular contact with your influencer and be on hand to field any questions, queries, or requests they may have.
Monitor the content they produce and ensure it always meets your expectations and adheres to the standards you previously discussed. However, avoid micro-managing and don’t attempt to control everything the influencer does.
Managing an influencer marketing campaign doesn’t end once the campaign has been launched. You need to be constantly monitoring the campaign to measure performance and evaluate effectiveness.
Use analytic tools to measure the reach and impact of the content. Monitor key metrics such as views, click-through rates, and sales and analyse how the campaign is benefitting your business. In doing so, you’ll be able to identify areas that need improvement and address these issues to maximise performance.
Influencer marketing is a booming sector, and it’s something all businesses need to be aware of if they want to succeed in today’s social media-driven market.
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