#1: Create an Influencer Marketing Brand Brief Brands strive to create value for their customers, and as with any form of advertising, influencer marketing content should focus on a sharp value-add component. Once you’ve chosen your influencer, it’s time to make sure the campaign will fit in with the other digital activity you have running. Get this free report and never miss another great article from Social Media Examiner. Combing data and human creativity is key to building the best influencer marketing campaign possible, and without the data to back up the strategy, campaigns can fail. Don’t completely write off low-performing content, however. Choosing the right influencer is vital to the success of a killer influencer marketing campaign, but it is far from easy. You can provide them with your campaign guidelines, and they’ll be able to recommend people to work with based on that and your budget. Discover how all businesses, even B2Bs, can partner with influencers to elevate their messaging. Identify the key messaging and events that the campaign would run around. This process can also help you understand which influencers don’t quite fit your campaign (even if you love their content)! 4 steps to plan a successful influencer campaign. This will let the influencer know what’s expected from them and open the door for collaboration. For usage rights, define who has the rights to creative campaign content once the campaign launches and after it concludes. The essence of running an influencer marketing campaign is to engage your audience with valuable content and promote your brand. LGBTQ+ influencers have an extremely focused, and loyal audience. Other brands require final creative approval, including several rounds of revisions. Curate User-Generated Content – Have influencers curate a number of posts that you can then repost. 1. Provide influencers with a thoroughly fleshed out brief about your brand before brainstorming creative. It’s important to review and learn from campaign reporting, which includes overall campaign and individual contributor engagement. This is especially relevant with Instagram hinting that the ‘like’” will soon be removed this typical measurement of engagement will soon be a thing of the past. One-off photos are just touching the surface of the real potential. One of the benefits of working with an influencer is leveraging the authenticity and connection they’ve built with their audience. Having selected and contacted a suitable influencer, the next step is to design and agree on the campaign. These combine some of the advantages of the flexibility of building your own database with the speed and efficiency of working with a marketplace. Planning an influencer campaign is as easy as 1, 2, 9 March 29, 2019 4:13 pm. These might include spreading brand awareness and reaching new audiences or more quantifiable sales and engagement targets. Remember to share the campaign on your social media accounts. By creating influencer campaign guidelines, you’ll find it easier to select the right influencers for your brand. But this can still be very effective. Brands strive to create value for their customers, and as with any form of advertising, influencer marketing content should focus on a sharp value-add component. Too many times I hear people say that they want to run an influencer marketing campaign on a specific network, before they identify the consumer they are trying to reach. Yet another way to scale an influencer marketing campaign is to use a full-service influencer marketing platform. See if you can repurpose low-performing content based on what you’ve learned. By manually sifting through popular hashtags and researching the followers of followers you can curate a list of potential influencers that you can then approach away from formal platforms. In this new reality, it is not exactly an easy time to look ahead and plan for the future, but it is more important than ever to prepare for the unknown. Reach Out. Get an integrated, joined-up approach to your digital marketing. For example, you’ll want to avoid working with influencers who have worked with your competitors recently. Look for engagement insights such as the best time to post or even the best platform for engagement. If an influencer promotes your brand to their dedicated followers, they are giving you an automatic stamp of approval. In order for your influencer campaign to be successful, you’ll have to invest something: the cost of making and shipping products, paying for online ads to leverage content, or even paying the influencer’s rates. To ensure the success of your influencer marketing campaign, it’s important to identify what targets you want achieved first. As with any other strategy, the first issue for your influencer marketing strategy is to clearly understand what you want to achieve. Here at Loom, we understand how powerful influencer marketing can be, especially as part of a wider social media campaign. Campaign goals and KPIs. Integrated digital marketing is at the heart of everything we do, and influencer marketing can be a very powerful cog in the overall digital marketing mix. Learn how to set up an effective Facebook ad campaign. Tools like Influence.co (shown below) can help you find influencers to partner with. When mapping out creative, research audience interests, analyze competitors, and evaluate your existing social media marketing efforts. Plan a budget (that’ll help you decide what kind of influencers to contact) Are you launching a new product or service? Some good examples are: Lastly, you should check what other brands the influencers have worked with. Want to improve your paid and organic marketing on Instagram, Facebook, YouTube, or LinkedIn—and secure your future? Both approaches are fine, as long as communication and feedback are open, honest, and transparent. Keep in mind that flexibility goes a long way. A critical component of an effective influencer marketing campaign is establishing a trusted relationship with a relevant influencer, one who’s in tune with your audience’s needs and desires and whom your audience will look to when they’re making purchase decisions. Here, influencer Olivia Sui sported Jolly Ranchers jewelry for the candymaker’s Valentine’s Day campaign. When reviewing creator data, check out individual engagement rates and what pieces of content resonated best with audiences. Here are some tips for planning your next influencer marketing campaign: 1. micro-influencers vs macro-influencers). Expand Your … Whether it’s you or the influencer directing it, all good creative begins with research. Once the content is live, check the analytics to gauge how the content is performing and optimize strategies if necessary. How to Plan an Influencer Marketing Campaign 1. Start your campaign guidelines by mapping out some key targeting criteria you want your campaign to cover. So whether the goal is to increase brand awareness or confirm a specific number of visitors for an in-store grand opening, you’re setting up the first part of your campaign analytics. Furthermore, our focus on integrated digital marketing means we can run influencer campaigns in line with any other digital marketing activity you have running. In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. Often, we see influencer campaigns that are thoughtlessly grouped under the general strategy of ‘brand awareness’. Does the influencer’s audience demographic align with your target audience? Word-of-mouth marketing is crucial nowadays. Does the influencer display a particular affinity for your brand (which would enhance the authenticity of the campaign). Influencer campaigns can be one of the most lucrative digital marketing methods for brands, especially when using social media influencers. Answering the following questions will help you find the right collaborator for your business: Learn how to evaluate and partner with social media influencers. For smaller budgets, a lot of this work will need to be manual. Well not to worry! This can be things like tweaking the copy to be in line with the copy that’s performing the best, following patterns that you see emerging and not being afraid to act on gut instinct! However, if you’ve followed the steps above, you’ll be on the right track to launching a successful influencer campaign. Following the plan outlined above will help you effectively design your campaigns and get the most out of your partnerships. While brands may differ in their approach, most brand briefs include these details: When defining KPIs and goals, keep in mind this is how you’ll measure campaign success. Tips on how to plan a successful Influencer Marketing Campaign. Prepare an Outline for the Campaign. Plan and agree in advance how the campaign will be executed, what exactly it will include, and how the results will be measured. Pushing out creative that appears too salesy is a huge influencer marketing “don’t”. Building a successful influencer campaign is all about being goal-oriented. Define your goals. Include specifics such as which platforms the campaign will be activated on, the number and type of posts expected from the influencer, and a timeline for when content should go live. In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. The cities you want your influencers to be in. Get ready to be coached by 14 of the world’s best social marketing pros in the most comprehensive social marketing training we've ever offered. Measuring campaign results; Creating an Influencer Marketing Campaign Strategy. Dec 30, 2018 - Discover nine steps to plan and execute an influencer marketing campaign to promote your products and services. The campaign … If you need help running your influencer campaign or want to start on the journey, get in touch with our expert team today. In this post, you’d get to learn how to plan an influencer marketing campaign in the right way to get excellent results. Just like with any campaign, the first thing you need to understand is what it is you want to achieve? By drilling down further than ‘brand awareness’ you can ensure you have more accountable goals to benchmark your campaign against and be able to see it’s true performance. Set Your Objectives. Set your influencer campaign live. He has served as board member of the MMA and on the IAB Committee. Learn how to determine the effectiveness of your influencer campaigns based on marketing goals. For example: Now, think about the more specific criteria that are important to your brand. Set Objectives. You’ll receive step-by-step live instruction so you can increase your reach, create amazing engagement, and sell more with social media. Have an Influencer Marketing Brand Brief. You can reach out to influencers via Twitter, but the 140-character limit may hinder you. Data such as earned media value, organic vs. paid results, sentiment analysis, and top content give you a fuller understanding of campaign performance. With the recent rise in creators artificially inflating their follower counts, it’s important to look at more than just reach to evaluate a potential partner. Now for the most nerve-wracking part of the whole process – setting the campaign live. Your aim might range from something small such as getting a certain number of likes on a photo to something much bigger like reaching a specified number of daily sales. Digital marketing expertise delivered direct to your inbox. Reach Out to Target Influencers. Learn from the data, and make changes to the campaign based on what you learn. Find the right social influencer. At Loom, our digital marketing and social media experts can help you plan an effective and powerful influencer campaign that meets your goals. Working towards clear objectives will help maximise the ROI of your campaign from day one. Find three tools to help you manage influencer relationships and campaigns. Identify Your Buyer Persona, Then Identify Your Network. Krishna Subramanian is co-founder of AI Powered Branded Content platform, Captiv8, and mobile ad exchange, Mobclix. Looking for a plan to follow? We have gathered resources and insights to help you plan a successful influencer marketing campaign this holiday season. 1. Planning Influencer Marketing Strategy. One of CLUSE’s campaigns, #cluselovestories, celebrates love-filled moments and new beginnings. What do you think? If the goal is to reach a certain amount of impressions, consider using paid media to boost visibility. Has the influencer worked with any competing brands? To do that, you have to determine your goals and KPIs first. Planning your campaign content strategy involves setting expectations and guidelines for the brand, agency, and influencer. Though Pride Month is in June, some brands have begun running their Pride campaigns in May, perhaps hinting at a new trend. Sometimes if you’re less rigid with guidelines, influencers may enjoy the partnership experience more and organically create content (considered added value!). Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (46 pages, 60+ charts)! Before you can create an influencer marketing strategy you first need to determine … We’re always working to push our client’s influencer campaigns to their full potential, and we pride ourselves on giving our clients measurable statistics about how their campaign is performing. On average posts by our friends and peers have a higher engagement (more likes and comments), and the… Once you’ve identified a short list of influencers you would like to … Then there are platforms that link you with relevant influencers, such as Tribe or local Bristol-based ones like Social Light. By planning Instagram content around upcoming events or social media holidays, brands give themselves plenty of time to plan brilliant influencer marketing campaigns, which they can schedule in advance using software like Hopper HQ! If you want to retain the right to repost content for the remainder of the calendar year, get the influencer’s agreement and include that in the contract. Presumably, your brand seeks to add value to customers. What is the influencer’s previous experience creating and executing branded content? In our 12th annual social media study (46 pages, 60+ charts) of 5,200+ marketers, you'll discover which social networks marketers most plan on using, organic social activities, paid social media plans, and much more! First understand your goals and objectives to keep your campaign focused and relevant to your business. Therefore, it is wise to give a brief outline of your campaign strategy. This can make them difficult to measure, and can actually prevent you from seeing the positive work they are doing. When I started in the public relations industry over 10 years ago we were laser focused on ensuring our clients were featured in large newspapers, magazines, and that we got placed on the right … Create an Influencer Marketing Brand Brief. What type of influencers would be the best fit for your business? After you put together a list of potential influencers, you’ll need to evaluate them for fit with your campaign. 2. Below are some examples of other campaign goals and key measurables: Choosing the right influencer for your brand can be difficult. Some brands let the influencer create the content they believe will help them achieve campaign goals. What may seem creative to one person may not to another. Send us an email on hello@loomdigital.co.uk or call us on 0117 923 2021 and we’ll be more than happy to answer any questions. Social Media Examiner | Social Media Marketing, by Krishna Subramanian / December 26, 2018 / Leave a Comment. Defining your goals in the early stages of planning will help you shape a consistent strategy throughout your campaign, and it will also give you an idea about the metrics you should track and monitor to measure your success at the end of the campaign. At Loom, we’re all about making different digital channels work together in harmony. Usage and exclusivity are typically handled on a case-by-case basis, but they’re important to consider when crafting your influencer agreement. Identify The Right Influencer. While it might seem obvious, it’s really important to set specific goals for your influencer marketing campaign. Influencer strategy example and influencer marketing examples are important for your Influencer Marketing Strategy, you can start from… After selection an Influencer. Now, with this information, here is how to plan a successful influencer marketing campaign. Have you partnered with influencers to promote your products and services? However, measuring the performance of these campaigns is particularly elusive and misunderstood. The three main phases of planning influencer campaigns are brand strategy, content management and analytics. Reach Out to Influencers. Reviewing audience sentiment markers such as comments can reveal useful information. For example, is your goal to: Boost awareness of a new product by 30 percent? At the high-end of the scale, there are influencer campaign platforms that will do most of the leg work when it comes to finding a good influencer. Once you’ve measured overall performance with a campaign report, compare the results against the KPIs and goals you initially set for the campaign. Discover three useful tools for managing marketing teams. Looking for a plan to follow? We make sure all your digital marketing channels weave together so they achieve more for you. This is a live online training event from your friends at Social Media Examiner. This is where your buyer persona is important. Unlike structured marketplaces like Famebit or Octoly, full service platforms enable you to create your own style of campaign … If possible, it is beneficial to work with more than one influencer at once. Become the marketing hero for your company and clients as you implement strategies that get proven results. Remember, there are two types of engagement data to view: audience and creator data. If you’re interested in running influencer campaigns, this article is for you. The below points can aid in delivering your campaigns. Once you’ve set your campaign live, the most important thing to do is keep monitoring it. Successful branded content needs to command the limited attention span of audiences. Plan a Successful Influencer Campaign Right Now, How Pinterest Can Improve Brand Awareness, Facebook advertising tips for eCommerce businesses, Audience Building Metrics – Monitor your follower numbers, Sales Metrics – Use trackable links or discount codes to measure sales that come from your influencer campaigns, Link Building Metrics – Number of other articles or influencers that link to your site, Lead Generation Metrics – Measure the number of form submissions that come from your influencer campaign, Reach New Audiences – Measure reach of your campaign’s posts, Improve Engagement – Track the engagement rate & comments. Remember, the influencer you choose will be representing your brand, … Find out more about our social media and influencer marketing services. Please share your thoughts in the comments below. This is also where you should discuss paid media as part of the delivery strategy. Set clear goals. You need to create an influencer campaign but you have no idea how? This makes sure all your channels work with each other to generate even more powerful results for your business. So, when planning your influencer campaign, it’s important to consider how it will work with your other digital channels. You need to view the total number of actions/rates (likes, comments, views, unique impressions, overall reach, and engagement rate) of the top-performing content to see what resonates best with your audience. Decide the key dates and launch periods. Contacting influencers with a well put out a brief of campaign makes it 10x easier to communicate ideas. Once you have created your campaign guidelines, it’s time to choose your influencers. After you’ve finished your research, brainstorming sessions are essential. Wondering how to implement an influencer marketing campaign? Learn more about integrated digital marketing. We’ll manage everything – from sourcing the right influencers to managing relationships and negotiating fees. After you choose an influencer for your campaign, you’re ready to begin the next phase: content management. The true value of an influencer campaign is found in the audience of the influencer. The three main phases of planning influencer campaigns are brand strategy, content management, and analytics. Learn how to properly protect your business when participating in influencer campaigns. As consumers, we trust peer reviews and recommendations over branded content, and algorithms of social media services increasingly prioritise authentic content from our friends and network. , approach your first influencer how to plan an influencer campaign campaign to promote your products and.. You decide what kind of influencers would be the best time to post or even best..., check the analytics to gauge how the content is performing and optimize strategies if necessary you ’ re about! And engagement targets Ranchers jewelry for the candymaker ’ s audience demographic align with your Target?. 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