6 steps of influencer marketing campaigns

Influencer marketing has flourished as social media becomes a more integrated part of our lives. People turn to their favorite Instagram models, Twitter celebrities and YouTube stars for buying decision advice and suggestions.

Millions of customers trust certain influencers, and advertisers pay attention. It turns out that 86% of them have used influencer marketing since last year, and influencer marketing budgets are skyrocketing.

Social media has created an opportunity for average people to create their own brand through stimulating content and interaction. These modern influencers are more reflective of conventional celebrities. As more people enter social media networks every day, businesses have started to realize they can utilize these sites for marketing purposes.

Let ‘s dig into how your company can build an influencer marketing strategy. This strategy will allow you to control all aspects of your influencer relationship. It will also ensure they are successful in helping you achieve your goals for the campaign.

1. Determine your campaign goals

The first move is to set targets or goals for your marketing plan as an influencer — these will help you evaluate your campaign success. Think of your goals in terms of SMART deadlines.There are three things to bear in mind when working to build influencer SMART marketing goals: scope, significance and resonance. This will help you concentrate your objectives on the various facets of influencer marketing.

2. Define your campaign audience

No matter what sort of influencer you partner with, your target audience will continue to be the same. Various influencers may have different ways to communicate with your audience but they don’t affect the overall marketing objectives of your company and customer personas.

Work with your marketing team to build and learn about your customer personas before going forward with your influencer marketing plan. This will help you recognize the specific type of customer you are targeting, and therefore help you decide which type of influencer and content will most appeal to them to ensure that your target audience is matched with the influencer’s.

3. Set your budget and choose your influencer type

If you’re a startup with a low budget, you might choose to work with a micro-influencer. If you’re a mid-sized company with more resources, you might choose to bring on a celebrity influencer or work with a KOL who’s highly-regarded in their industry.

4. Choose your influencer and review his or her work

Once you’ve determined the type of influencer you want to work with, it’s time to identify the right influencer for your company.Let’s cover a few other important items to consider when it comes to finding an influencer that suits your company.

Ask yourself (and the influencer!) the following questions:

• Does this influencer and his or her lifestyle fit my brand image?
• Have they worked with any of my competitors?
• Who is this influencer’s current audience?
• Is my target audience active on the platform/channel primarily used by this influencer?
• Does working with this influencer make sense for my budget?
• Has this influencer actually used any of my products or services before? Are they a customer?
• Does this person have a personality I want to work with?

5. Develop your campaign messaging for your influencer

When you have picked an influencer, it’s time to plug them into the campaign. Work with your marketing team to build strategy for your campaign and decide what material your influencer should (and should not) share.

Be sure to share your brand expectations with your influencer — including information about your brand voice, tag lines, and words to avoid — so that they can stay on-topic for their content. Note, if an influencer tweets one or 100 times about your product or service, they still reflect your brand and company. Ensure that they have the resources to do just that.

6. Finalize campaign expectations with your influencer

Finally , in addition to any expectations they have for you, revisit all of the expectations you have for them. Note that your chosen influencer may have served before yours for other companies — suggesting that they may even have their own processes in place for the way they do business.

In addition, their standards can vary based on what sort of influencer they are. A micro-influencer, for example, may have different perceptions of how you interact with them, versus a celebrity. A micro-influencer can talk to you directly while a celebrity may have an agent talking on their behalf.

7. Measure your campaign results

Lastly, you must measure your influencer marketing strategy results. This is how you’ll determine the level of success you’ve had in reaching your audience with the help of the influencer. You should refer back to the SMART goals you set to help you determine whether or not you’ve achieved your objectives.

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