Please share your thoughts in the comments below. Reach Out to Influencers. In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. Therefore, it is wise to give a brief outline of your campaign strategy. Determine your campaign goals; Set your budget and choose your influencer ; Connect with the influencer and build the right campaign; Measure and optimize your results; Determine your campaign goals. Does the influencer’s audience demographic align with your target audience? Here at Loom, we understand how powerful influencer marketing can be, especially as part of a wider social media campaign. Unlike structured marketplaces like Famebit or Octoly, full service platforms enable you to create your own style of campaign … One of CLUSE’s campaigns, #cluselovestories, celebrates love-filled moments and new beginnings. 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! Once the content is live, check the analytics to gauge how the content is performing and optimize strategies if necessary. Having selected and contacted a suitable influencer, the next step is to design and agree on the campaign. This makes sure all your channels work with each other to generate even more powerful results for your business. Provide influencers with a thoroughly fleshed out brief about your brand before brainstorming creative. Though Pride Month is in June, some brands have begun running their Pride campaigns in May, perhaps hinting at a new trend. Learn how to properly protect your business when participating in influencer campaigns. The cities you want your influencers to be in. Learn how to determine the effectiveness of your influencer campaigns based on marketing goals. Decide the key dates and launch periods. We’ll manage everything – from sourcing the right influencers to managing relationships and negotiating fees. Get an integrated, joined-up approach to your digital marketing. Now for the most nerve-wracking part of the whole process – setting the campaign live. 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. Answering the following questions will help you find the right collaborator for your business: Learn how to evaluate and partner with social media influencers. Some goals you may want to consider for your influencer marketing strategy include the following: Brand Awareness: Getting more people to … At Loom, our digital marketing and social media experts can help you plan an effective and powerful influencer campaign that meets your goals. Influencer campaigns can be one of the most lucrative digital marketing methods for brands, especially when using social media influencers. However, measuring the performance of these campaigns is particularly elusive and misunderstood. Take a step back and build out your buyer persona-- What are their demographics? The below points can aid in delivering your campaigns. Some good examples are: Lastly, you should check what other brands the influencers have worked with. 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. 1. 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. Social Media Examiner | Social Media Marketing, by Krishna Subramanian / December 26, 2018 / Leave a Comment. Data such as earned media value, organic vs. paid results, sentiment analysis, and top content give you a fuller understanding of campaign performance. If you’re interested in running influencer campaigns, this article is for you. 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. Learn from the data, and make changes to the campaign based on what you learn. So, when planning your influencer campaign, it’s important to consider how it will work with your other digital channels. Create an Influencer Marketing Brand Brief. If possible, it is beneficial to work with more than one influencer at once. This is a live online training event from your friends at Social Media Examiner. Planning Influencer Marketing Strategy. Sometimes if you’re less rigid with guidelines, influencers may enjoy the partnership experience more and organically create content (considered added value!). CLUSE utilising influencers with a brand hashtag. 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. Adding value requires that you work hand-in-hand with your chosen influencer, clearly stating how you want them to help build your brand. If an influencer promotes your brand to their dedicated followers, they are giving you an automatic stamp of approval. Ultimately, influencer content should be memorable, helpful, or otherwise make a lasting impact on audiences. Wondering how to implement an influencer marketing campaign? Whether it’s you or the influencer directing it, all good creative begins with research. Furthermore, our focus on integrated digital marketing means we can run influencer campaigns in line with any other digital marketing activity you have running. Discover three useful tools for managing marketing teams. Here are some tips for planning your next influencer marketing campaign: 1. Often, we see influencer campaigns that are thoughtlessly grouped under the general strategy of ‘brand awareness’. Once you have created your campaign guidelines, it’s time to choose your influencers. Once you’ve identified a short list of influencers you would like to … You’ll receive step-by-step live instruction so you can increase your reach, create amazing engagement, and sell more with social media. A volatile and competitive market combined with difficult to measure metrics makes generating and qualifying results challenging. Well not to worry! Want to improve your paid and organic marketing on Instagram, Facebook, YouTube, or LinkedIn—and secure your future? 2. Are you launching a new product or service? He has served as board member of the MMA and on the IAB Committee. Once you’ve identified a list of brand influencers you’d like to work with, … Influencer strategy example and influencer marketing examples are important for your Influencer Marketing Strategy, you can start from… After selection an Influencer. If you need help running your influencer campaign or want to start on the journey, get in touch with our expert team today. 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. Dec 30, 2018 - Discover nine steps to plan and execute an influencer marketing campaign to promote your products and services. Looking for a plan to follow? Have you partnered with influencers to promote your products and services? LGBTQ+ influencers have an extremely focused, and loyal audience. One of my favourites is Buzzoole. Has the influencer worked with any competing brands? In this post, you’d get to learn how to plan an influencer marketing campaign in the right way to get excellent results. As with any other strategy, the first issue for your influencer marketing strategy is to clearly understand what you want to achieve. What is the influencer’s previous experience creating and executing branded content? These combine some of the advantages of the flexibility of building your own database with the speed and efficiency of working with a marketplace. Influencer marketing campaigns are an excellent way to build brand awareness. See if you can repurpose low-performing content based on what you’ve learned. When mapping out creative, research audience interests, analyze competitors, and evaluate your existing social media marketing efforts. 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. As you would with any marketing program, approach your first influencer marketing effort knowing what you want to get out of it. In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. This will let the influencer know what’s expected from them and open the door for collaboration. Look for engagement insights such as the best time to post or even the best platform for engagement. The essence of running an influencer marketing campaign is to engage your audience with valuable content and promote your brand. After you’ve finished your research, brainstorming sessions are essential. Reviewing audience sentiment markers such as comments can reveal useful information. After you put together a list of potential influencers, you’ll need to evaluate them for fit with your campaign. The three main phases of planning influencer campaigns are brand strategy, content management, and analytics. On average posts by our friends and peers have a higher engagement (more likes and comments), and the… These might include spreading brand awareness and reaching new audiences or more quantifiable sales and engagement targets. Keep in mind that flexibility goes a long way. If the goal is to reach a certain amount of impressions, consider using paid media to boost visibility. Presumably, your brand seeks to add value to customers. Learn more about integrated digital marketing. 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. Tools like Influence.co (shown below) can help you find influencers to partner with. Looking for a plan to follow? You need to create an influencer campaign but you have no idea how? Both approaches are fine, as long as communication and feedback are open, honest, and transparent. Find the right social influencer. Once you’ve developed an idea, map it out and create an outline to share with collaborators. 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. 1. 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. What do you think? In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. 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. Krishna Subramanian is co-founder of AI Powered Branded Content platform, Captiv8, and mobile ad exchange, Mobclix. Planning your campaign content strategy involves setting expectations and guidelines for the brand, agency, and influencer. There are lots of ways to find and choose influencers, but it will often come down to your budget levels and the size of influencers that you want to use (e.g. Reach Out to Target Influencers. Wondering how to implement an influencer marketing campaign? This is where your buyer persona is important. Below are some examples of other campaign goals and key measurables: Choosing the right influencer for your brand can be difficult. 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! Does the influencer display a particular affinity for your brand (which would enhance the authenticity of the campaign). Keep your guidelines in mind when reaching out to various micro-influencers. Set Objectives. 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. 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. Identify Your Buyer Persona, Then Identify Your Network. Curate User-Generated Content – Have influencers curate a number of posts that you can then repost. First understand your goals and objectives to keep your campaign focused and relevant to your business. Successful branded content needs to command the limited attention span of audiences. For exclusivity, you can place a restriction on the influencer from working with a list of competing brands for a specified time period. 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. As with any marketing strategy, yours should begin by determining what you want to … 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. Set clear goals. Identify The Right Influencer. Following the plan outlined above will help you effectively design your campaigns and get the most out of your partnerships. Find three tools to help you manage influencer relationships and campaigns. Just like with any campaign, the first thing you need to understand is what it is you want to achieve? How to Plan an Influencer Marketing Campaign 1. 1. For smaller budgets, a lot of this work will need to be manual. Identify the key messaging and events that the campaign would run around. Data provides crucial insights into audience behaviour, the effectiveness of certain content, and how a creator performs historically to give you a good idea of how the campaign will perform. 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. Choosing the right influencer is vital to the success of a killer influencer marketing campaign, but it is far from easy. Set your influencer campaign live. Start your campaign guidelines by mapping out some key targeting criteria you want your campaign to cover. For usage rights, define who has the rights to creative campaign content once the campaign launches and after it concludes. It’s important to review and learn from campaign reporting, which includes overall campaign and individual contributor engagement. Here, influencer Olivia Sui sported Jolly Ranchers jewelry for the candymaker’s Valentine’s Day campaign. Don’t completely write off low-performing content, however. Other brands require final creative approval, including several rounds of revisions. Contacting influencers with a well put out a brief of campaign makes it 10x easier to communicate ideas. Tips on how to plan a successful Influencer Marketing Campaign. One of the benefits of working with an influencer is leveraging the authenticity and connection they’ve built with their audience. Then there are platforms that link you with relevant influencers, such as Tribe or local Bristol-based ones like Social Light. In this article, we’ll talk you through our top tips for achieving more powerful, effective and easier to measure influencer campaigns. Prepare an Outline for the Campaign. After you choose an influencer for your campaign, you’re ready to begin the next phase: content management. 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