Influencer marketing like a boss
The influencer scene has rightfully come under scrutiny of late. From fake followers to inflated engagement, the industry is doing its best to legitimise itself in the mainstream of channels available to marketers.
A well thought out, brilliantly executed influencer campaign can do wonders for a brand. Those who watched the Fyre Festival documentary on Netflix couldn’t help being horrified on the one hand as to how the event fell apart, but then applauding at the execution of the orange tile influencer campaign and use of Kylie Jenner to create buzz around the event globally.
But, back in the real world and fresh on the back of an influencer campaign myself for a client, here’s my top tips to help you manage and execute an influencer campaign for you or your client.
1. State campaign objectives from the outset. Like any marketing campaign, you need some solid, measurable objectives with which to identify success of the campaign. And steer clear of only using vanity metrics like engagement. Try and create objectives that can drive ROI.
2. Identify your list of influencers. You may already know who can act as a great ambassador for your product or you may need to go and find them. This is where your personas come in to play. Identify influencers that are as close to your personas as possible.
3. Do your due diligence when researching influencers. I can’t overstate this enough. Look beyond simple metrics like engagement rate (number of followers divided by comments, likes and shares). As a guide look at
a. Headline engagement rate, anything over 10% is where you should be looking first.
b. How many of the comments are from the influencer tagging other accounts (this can inflate the % engagement rate)
c. How well curated is their timeline and is it on brand for your business?
d. How many posts are ads? There’s no hard and fast rule but I’d expect to see no more than one ad for every 8-10 non-ad posts
e. How deep is the follower engagement? Read the comments and look for positive sentiment in the comments
4. Get influencers to submit content for approval, and only pay for what you use. This is normal and ensures you only pay for content that is on brand and is utilised by your business.
5. Don’t interfere too much with the content. Language colloquialism and grammatical errors add authenticity and whilst tempting to remove from copy, will affect engagement with the influencer’s audience as it won’t feel natural for them.
6. Collaborate and innovate, look beyond a feed post. To drive deeper engagement, look to form partnerships rather than one off timeline or feed posts. Their audience will feel more connected to your brand and the influencer able to demonstrate a more authentic partnership.
7. Where possible, set up a referral code for the influencer to use. This will help with your tracking of ROI and response to the campaign. This is great for ecommerce products where the code can be used at checkout.
8. Look beyond the initial campaign. For most small businesses it’s unlikely you’ll see huge results from your first campaigns, so look to build ongoing relationships with successful influencers where you’ve identified good engagement.
9. Be creative. Rather than just a picture of your product and a few words, get creative and think about timely campaigns around events in the marketing calendar, or even news jack on what’s trending for the day. Think outside the box!
10. Create a post campaign wrap up report. Evaluate the campaign based on your initial objectives once the campaign has been delivered. If it hasn’t quite met with the objectives, refer to tip 7 and start planning the next one.
So, there you have it, my top 10 tips for managing a successful influencer campaign from start to finish. The most important part is doing the due diligence and picking influencers that are close to your personas, get creative and make sure you can track performance.