You’re going to start your very first influencer marketing campaign, and you want to make sure it’s a success. Or maybe you’ve executed a few campaigns before, and you want the next one to deliver better results. Either way, knowing how to manage your campaign effectively is crucial if you want influencer marketing to work for you.
While it’s not always easy to manage influencer marketing campaigns, you’ll find it much easier if you remember the following steps:
1. Set Up a Goal
You should always start with a defined goal, regardless of whether it’s influencer marketing or any other marketing campaign. You need to have a clear idea of what you expect out of the campaign.
- Do you want to raise brand awareness?
- Do you want more people to learn about your latest product?
- Do you want more people to visit your website and make a purchase?
Whatever the goal may be, make sure you clearly define it. Even if you have more than one goal, make sure you outline the most important goal, and then list some of the other goals you wish to achieve.
This is crucial in order to better manage your influencer marketing campaigns. You can use your goal as a foundation to complete some other vital steps. For instance, it will help you get a better idea of which metrics are the most important to measure the performance of your campaign.
2. Understand Your Performance Metrics
As mentioned earlier, a defined goal can help you understand which metrics are needed to measure your campaign performance. Based on your goal, you can clearly define which metrics are the most important for your campaign.
And you can understand how to effectively track your campaign performance so you as to make sure it’s going in the right direction.
Here are some common goal-based performance metrics:
- For brand awareness – Number of impressions, number of click-throughs, level of engagement, etc.
- For conversions – Number of click-throughs, total conversions generated, etc.
- For product launch promotion – Number of engagements, number of click-throughs, etc.
- For more authentic content – Number of original posts created, number of UGC created as a result, etc.
These are just examples of some performance metrics you can define based on your goal. Your goal may be much different than the ones outlined here. You can always customize and adjust the performance metrics that will be most effective for determining whether or not you’re accomplishing that goal.
If you’re not sure exactly which performance indicators would be suitable for your goal, you can use tools like Assembly. This tool lets you select your most important campaign goal – whether it’s awareness, engagement, authentic, content, or traffic. And based on this goal, you’ll get some crucial performance metrics that you can use to measure your campaign.
3. Know What Content You Need
Again based on your goal you will need to have a clear idea of what type of content you want your influencers to generate.
You may only want social media photos and short videos to engage your audience. Or maybe you want to provide detailed instructions using how-to videos and tutorials. In some cases, you may even want to establish trust by having influencers create honest review-style content about your product.
Here are the most common types of content that you can get influencers to create:
- Social media mentions featuring your product or service
- Honest reviews on product or service
- Sponsored content
- Instagram story promotion
- Facebook or Instagram live promotions
- How-to and tutorial content
- Contest promotions
Each of these types of content can be used for fulfilling specific influencer marketing goals. But you can also combine two or more types of content for your campaign depending on what you need.
4. Define Your Ideal Influencer
What defines the perfect influencer may differ for different brands and vary according to the campaign you execute. A brand that wants to win the trust of their audience may want to work with micro-influencers. On the other hand, a brand that wants to raise brand awareness may want to work with top influencers in a relevant niche.
Regardless, you still need to consider the following crucial metrics when choosing influencers to work with:
- Relevance to your brand, industry, niche, and/or campaign
- Ability to create engaging and original content
- Ability to thoroughly engage an audience
And you want to work with influential people who are already fans of your brand. You can use tools like Mention’s influencer dashboards (with scores).
Image Source: Mention
5. Choose a Compensation Model that Works
Every marketing campaign has a set budget. The same is true for influencer marketing campaigns. And if you want to properly manage your next campaign, you need to make sure you properly set your budget and stick to it.
What’s crucial for this is that you have a clear idea of how much you can afford to spend on each influencer. This means you will also need to select a proper compensation model that will work for you and help you maintain your budget.
You can choose to pay influencers a flat fee for each post they create for your brand. Or you can pay them based on performance such as for every conversion or every click to your website. If you’re on a limited budget, however, you may even provide influencers with free products instead.
Again, you can use Assembly for this. Using this platform you can set a campaign budget to make sure you don’t overspend. And you can choose from a wide variety of compensation models you can use for the campaign.
6. Be Transparent about Your Expectations
While it’s important to make sure your influencers maintain their creativity in the content they create for you, it’s also important that their content meets your expectations. At the beginning of your communications, you need to make it clear to them exactly what you expect out of them.
Without being too overbearing or too restrictive, talk to them about the basic guidelines of the campaign. What kind of message do you want to relay to the target audience? And what kind of CTA should the influencer use? And make sure you clearly communicate the timeline and due dates of the content with them.
This will ensure that the influencer delivers high-quality content that meets your expectations. And it will also reduce the need for revisions on the influencer’s part. So in a way, clear communication and transparency will help you become more efficient in managing and overseeing the content your influencers create.
7. Keep Track of Each Influencer’s Activity
After your influencers publish the content they created for you, you need to keep track of how each piece of content performs. This will help you understand what kind of content and messaging has the most significant impact on your audience.
For instance, does a certain influencer’s content generate a lot of negativity? If so, what could be the reason? Is the content too promotional or did it not relay the message effectively?
And make sure you take a look at how well each influencer in the campaign performs. How much engagement and impressions are they able to generate? How much traffic does each influencer drive to your website? And most importantly, how well do they convert their audience?
By tracking all this, you can get a clear idea of who your best influencers are and which ones aren’t really good for your campaign. And you can gain the insights to help you weed out the most ineffective influencers so your money is spent more productively.
8. Keep Track of Your Overall Campaign
And of course, it’s crucial that you keep track of the overall performance of your campaign. Keep a close eye on the performance metrics you’ve defined earlier so you can clearly tell where the campaign is going. For this, having a tool that delivers detailed reports on your campaign performance is crucial.
Using tools such as Assembly, you can take a closer look at performance metrics such as engagement rate, total clicks to a website, total revenue generated, etc. So you can gain insights into the actual ROI of your campaign, which is essential for measuring your performance.
If you find that your campaign isn’t generating the desired results, you can closely examine it and see what you can do to improve it. The best part is that you can measure this performance real time so you can make improvements and adjustments before it’s too late. And even if the campaign isn’t generating the desired results at first, there’s still time to change things so as to deliver impressive results.
These are the top eight things you need to know if you want to manage your influencer marketing campaign better. Some of these tips will help you ensure that your campaign gets off to a good start with clearly-defined goals and performance metrics as well as a community of ideal influencers.
And some of the tips will also help you ensure that your campaign continues to run smoothly. Even if something doesn’t go as expected, you can use these tips to make adjustments and deliver ideal results.