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Premium Content - How to set an influencer marketing campaign

influecer Sep 22, 2021

By Nick Bottai - Co-Founder/Director @ The Marketing Leaders Ltd.

 

During the past weeks, we shared our experience in influencer marketing.

It’s time to go into the details and give you a guide in simple steps on how to prepare it.

  1. Set your goals
  2. What Influencer Marketing Campaign?
  3. Segmentation: who is your audience?
  4. Pick the right influencer
  5. Track and analyse your results
  6. Conclusons

 

  1. Set your goals

I know we said it many times but when we speak about strategy, the goals are always the first step.

There are many goals to pursue, including:

  • Brand Awareness: make sure the brand is known by the audience.
  • Brand Reputation: share and outline the values of the brand.
  • Raise followers: Get more people to follow and subscribe.
  • Engagement: make people interact with your content.
  • Lead Acquisition: acquire people to sign up for your lead magnets.
  • Sales: increase the purchases of your products/services.
  • Customer Loyalty: build fidelity and make your customers stay interested and connected with your brand.
  • Link Building: increase the number of links directed back to your site.

It’s important to define the goal because it affects the decision on finding the right influencer, channel, strategy.

If the main goal is link building, then you probably want a blogger. If the main goal is to raise followers, social media influencers are your best choice.

 

  1. What Influencer Marketing Campaign?

You can engage with influencers by paying them, giving out products, and more. Many clothes brands offer products to their influencers.

The decision is affected by the duration of the campaign, the goal, the channel, your resources, and of course the influencer.

Let’s explore the most used influencer marketing campaign types:

  • Gifting: exchange your product/service for a review or mention.
  • Guest Posting: create content for an influencer’s blog/channel.
  • Sponsored Content: pay for your brand to be on an influencer’s channel.
  • Co-Creating Content: partner with an influencer to create content for your website, their website, or a third-party website.
  • Social Media Mentions: the influencer mentions, shares your content or posts about your brand.
  • Contests and Giveaways: the influencer shares your event with their followers or readers.
  • Influencer Takeover: the influencer takes control of your social media channels for a set amount of time.
  • Affiliates: give the influencers a unique code that grants a percentage of each sale they drive.
  • Discount Codes: give the influencer a unique discount code that she/he use to promote your products/service to their audience.

There is not a standard type and duration of a campaign. It changes accordingly to the product/service (is it seasonal?), the goal, the budget, the channel and many other factors.

The right choice is the one that works for you!

 

  1. Segmentation: who is your audience?

Ok, I know, we spent an entire month speaking about segmentation.

You can use your segment(s) or segment an existing one even further. For example, if one of your segments is Gen X, you might want to run a campaign for the digital savvy female who read blogs.

 

  1. Pick the right influencer

Who is the right influencer?

A blogger or a social media influencer?

And then, a nano or macro influencer?

The answer resides in the segmentation and in the goal.

Where the audience you want to engage with is? Once you have your segment and you know the answer, you can narrow the range of influencers you are looking for.

Once you picked the channel, it’s time to watch the influencer type. Is your product/service serving a niche? Or is your segment small? Then, you are looking for a nano or micro influencer.

Otherwise, you might want to look at macro or mega influencers.

By definition, influencers are named by the number of followers. BUT, this is not the metric I recommend looking at.

Everybody knows followers can be bought (just google it). Savvy marketers look at the interactions and the quality of them (did you ever hear about bots?).

Be aware of these 2 metrics when finding your influencer because they have a huge impact on the campaign result.

 

  1. Track and analyse your results

Last but not least, and always present in every marketing action, tracking and analysis. This step is strictly correlated to the goal, especially when defining the KPIs. Discussing them with the influencers is a must. They need to know how their performance will be tracked and measured and it helps everyone to stay on track.

 

  1. Conclusions

I hope this simple 5 steps guide can help you in designing your influencer marketing campaign.

I’d like to spend more time on the Goal and Segmentation steps. The other ones are the consequence of these 2 choices.