If you’ve been following our blog, you should all now have a pretty firm grasp on influencer marketing and why it’s kick ass. If you aren’t in the loop yet, join us in 2017, won’t you?
Influencer marketing is the new black and companies across all industries are replacing traditional strategies with this one. While it certainly isn’t rocket science, the influencer game does have a learning curve that needs to be mastered in order to be fully capitalized on.
To get the most out of your marketing efforts, it’s crucial that you organize your strategies with all the key elements in tow- a huge one being Campaigns. Here are 3 must-haves to run a solid influencer campaign.
Clear and concise campaign requirements
Working with influencers is about more than just choosing one you like and sending them some cash in return for a favor. It sounds like prostitution ‘cause it kind of is (in a cool, non-illegal sort of way). On top of finding an influencer your brand vibes with, you need to make sure they’re dependable, that their values and message match yours, that their audience aligns with your own, and that they’re sharp enough to follow directions.
Since the influencer crayon box is filled with some being brighter than others, it’s important to have easy-to-understand guidelines for them to follow. Basically, you need to dummy-proof it. This will also help lessen the back and forth between the brand and influencer trying to get on the same page.
When creating a campaign, make sure the parameters are clearly defined and understandable. Determine what your goals are and create a campaign that helps your brand get there. Influencers will need to know about time frames, what type of media you’re looking for (photo, video, blog post, etc…), the kind of content you want, and any written copy you need them to include (captions, campaign hashtags, etc…). While giving them the creative freedom to spread their influencer wings will result in awesome, unique content, not providing them with guidelines may have them coming back with an end product that is nothing like you wanted.
In addition to articulating everything clearly, make sure the influencer understands any post-collab issues that may arise. For example, if you plan on repurposing their content on your own social media, make sure they know.
Standards when choosing your influencer
The first step in influencer marketing is figuring out not only what you’re looking for, but who. Picking the right influencer is more work than browsing through your Tinder matches for the nicest smile.
There are several questions you can ask yourself to figure out if they’re the right match for you. Do they identify with my brand? Are their followers consumers of my product or service? Does this influencer have actual influence over their following? How engaged are they?
Take a look at potentials to see if the content they’ve created in the past is a good fit with what you want. You need to know whether they’re able to deliver on both the quality and the message you’re looking for. Keep in mind though that the biggest influencer with the sickest content and highest engagement may not be the right fit for you. It’s like Brad and Jen. Did they seem like the most perfect pair that puts all other pairs to shame? Yes. Did it work? No. I blame a certain puffy-lipped seductress for that, but you get the point. The partnership can’t just look good on paper, it has to be one that is authentic and genuine to your and their audiences.
While not all influencers require monetary compensation, money does make the world go ‘round. Create a budget that won’t break your bank but will attract the caliber or influencer you’re looking for. The influencers with the highest levels of engagement and number of followers typically know their worth and won’t work for free. Don’t low-ball them. Keep in mind though that many micro-influencers may be more effective than one mega influencer.
Proper Outreach and Communication
Once you’ve finally found the peanut butter to your brand’s jelly, it’s time to reach out. When doing this, make sure you stay clear, concise, and to the point. Be informed about your knowledge of them as an influencer and about what you’re looking for. You may be doing this sans-pants from your couch, but bear in mind that this still is a business email. Provide them with all the information they need in the first message so they can determine whether it’s a good match right off the bat.
Maintaining effective and prompt communication throughout your e-dealings with influencers is important. Nurture the business relationship by allowing them to aks any questions they may have and responding quickly. This isn’t the kind of thing where you wait 3 days to text them back to look cool and make ‘em sweat. Be available.