6-Step Approach to Launch a Successful Influencer Marketing Campaign

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6-Step Approach to Launch a Successful Influencer Marketing Campaign
Uma Bhat
Mon, 06/11/2018 - 18:20

“Where do I start? “ 

Can you see yourself asking this question whenever you think of launching an influencer marketing campaign?

We all understand that an influencer marketing campaign is highly effective method of social media marketing and has proved to have high returns.

But at the same time, creating and launching an influencer marketing campaign can be a daunting experience if you are not sure of the right approach to be followed.

To make it easier for you, Here is a 6 -Step approach to launch a successful influencer marketing campaign:

Here’s a quick overview of the steps in this guide:

STEP 1: Determine the campaign strategy

STEP 2: Define the Ideal Influencer

STEP 3: Discover the Influencer

STEP 4: Reach out to Influencers

STEP 5: Start collaboration

STEP 6: Launch the Campaign

Let’s look at it in much detail now:

STEP 1: Determine the campaign strategy

First stage is to determine how the influencer marketing campaign is going to fit into your overall marketing strategy. It is essential to look into every aspect of your social media marketing strategies so that the influencer marketing campaign will function along with it seamlessly.

Focus on 4 important aspects while designing the strategy:


Social media platform


Time frame


Budget


Measuring success

First, choose the right platform for the campaign to ensure that  your focus is on getting influencers who are popular on your preferred platform. Analyze the demographics of your target market so that the campaign can be tailored according to the demographics.

Next, look into the time frame of the campaign end-to-end. Build detailed step-by-step timelines with due dates for each step so that there is no delay in launching the campaign.

Budget is also an important factor while designing the strategy of the campaign. Decide on the amount of money that you are willing to invest for the influencer marketing campaign. You will need money towards the payment of content, to pay influencers, to pay contracts/services, and to pay towards the content distribution model.

Finally you should also include the ways in which the success of the campaign will be measured. Depending on the KPIs, you might have to measure the increase in sales, increase in followers, increase in social media growth, increase in email signups, etc.
 

STEP 2: Define the Ideal Influencer

The biggest challenge that social media marketers in rolling out an influencer marketing campaign is to define the ideal influencer.

The key to successful influencer marketing campaign is to identify the right social influencer who can promote your brand efficiently. 

Here are few tips to find the best-suited influencer for you:


Has audience reach


Has quality engagement


Should be trusted and seen as more authentic.


Should have content relevant to your brand


Should have style that match your brand

Avoid leaning towards influencers just based on the size of their influence. A large fan following does not always mean greater influence.

A research on Digiday shows influencers who have high engagement generally have audiences between 10,000 and 100,000 followers, not not necessarily in millions.
 

STEP 3: Discover the Influencer

Now that your strategy is ready and you know how your ideal influencer should be, the next step is to actually go out there and find the influencers.

Start by checking the follower count. Though this should not be main deciding aspect, it’s a good start.  A micro-influencer with 10,000 to 30,000 follower count will have higher engagement.

A study shows that 82% of consumers have a higher likelihood of acting upon recommendations from micro-influencers.

Next conduct a hashtag search. Find out who is already posting content about your brand. Carry out simple hashtag search to find if you already have brand advocates.

Next look up relevant keywords. Find influencers who are posting about your products or services relating to your industry or competitors.

Influencer research is generally time-consuming and tedious, but it doesn’t have to be! With tools such as Cloohawk, marketers can discover social media influencers by monitoring the conversations that relate to your industry.
 

STEP 4: Reach out to Influencers

Now it’s time to start the outreach program. Start following them on social media and begin to like and share their content.

Next, reach out to the identified influencers on social media channels. Start conversations by introducing yourself, your brand, product and services. Explain how you would like to have them in your influencer campaigns. Parallelly gauge their interest in the collaboration.

Once the influencer expresses interest in working with you, then craft an appropriate offer. Make things explicit and clear by asking and explaining the details of the campaign and the requirements from the influencer. Work out the remuneration and payment options.

By the end of this stage, ensure that your social media influencer and you are on the same page about the influencer campaign.
 

STEP 5: Start collaboration

One of the important stages of your influencer campaign is over when you have found the suitable influencer. Now you are getting closer to launching the influencer campaign by collaborating with the influencer.

Here you start working together to chalk out the expectations from both the parties. Start by brainstorming ideas on what can be included in the campaign.

Some of the ideas to consider are:


Give away contest


Discount codes


Social media mentions


Affiliate marketing


Promotional Events


Competitions


Sponsored blog post


Guest posting


Rewards and Gifts


Banner Ads

Work out the ideas and details in a way that can be mutually beneficial to both the parties. It would be a good idea to keep the discussions in writing and further can also be converted into a contract for future reference.
 

STEP 6: Launch the Campaign

This is a stage where the influencer takes over. Extend your support from behind the scenes and also on social media. Support by liking, sharing and retweeing their content on various social media platforms.

You can have the influencers to showcase your product while they are using it. For example, when Lenovo launched a campaign to drive awareness about their YOGA 3 Pro with the YOGA Tablet 2 Pro, they tied up with an influencer.

Mommy blogger Kileen (Cute and Little) posted a blog on how she used the product to carry out her duty as a modern mom.
Influencers can be used to support for a cause which will humanize your brand. You can collaborate on special events such as women’s day, father’s day, etc. to promote your products.

Most of the influencer marketing campaigns have yielded excellent results. Choose the appropriate one for your brand.

Conclusion

So now you have the ultimate step-by-step guide to influencer marketing!

No matter whether you are new to Influencer marketing or whether you are already involved in campaigns, many social media marketers are insecure when it comes to launching a successful influencer marketing campaign.

Our simple 6-step approach towards launching influencer marketing campaign  should help you to plan and execute the different stages of an influencer campaign.

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