There are several key elements to keep in mind when working with influencer marketing for the first time. Even the smallest details have to be correct. But how does influencer marketing work? In this blog post, we will go through four fundamental steps, from start to finish line, for a successful campaign.
How to create a successful influencer marketing campaign
When considering an influencer marketing strategy either in-house or with the help of an influencer marketing company, it’s worth knowing the fundamentals that will help you successfully run an influencer marketing campaign. Here are four key steps to create a successful influencer marketing campaign that delivers results:
Step 1 – Identify goals and target audience
The first step, before you even start thinking about which influencers to collaborate with, is to identify the audience you want to reach. Who are they – and why should you target them? It is important to have set clear goals and KPIs, in order to measure and evaluate your campaign. After being exposed to your campaign, what actions do you want the audience to take – and how will you be able to evaluate the results of their actions?
Step 2 – Find influencers
Once you have identified the goals and audience, it is time to find the right influencer. Who can communicate your message and reach your audience best? Is it one or two big top-influencers, or are there several smaller influencers (called micro influencers)? The number of followers isn’t the key factor for a successful campaign – the most important factor is their engagement. Greater reach can be achieved by collaborating with several smaller influencers in the campaign, which together reach out to a larger number of people. Also, think about how the influencer matches your goals – is it an influencer whom primary inspires, or is she or he good at making conversions? Different influencers are good at different things – and it characterises your campaign.
Step 3 – Contact influencer and give a brief
When you have chosen influencers who match your target audience and goals, it’s time to formulate a brief describing the campaign. Thereafter, it’s time to establish contact and start the collaboration. If you are doing this on your own, it’s important to respect their time and have foresight, and leave room for unforeseen events that may happen in their life – before, during and after the campaign. In order for your brand to be credible and relevant to the influencer’s followers, you must let the influencer get the right prerequisites for the campaign.
Does influencer marketing work if you want to boost your brand? Check out our tips to increase brand awareness here!
Step 4 – Publishing and evaluation
The majority of engagements and clicks on an individual post often occur the first days after it’s been published, but it often takes time to see the real impact of an influencer marketing campaign in its entirety. Two weeks after the post was published, is an appropriate time to start evaluating the results. How many interactions and clicks did it get? Tracking links and the right measurement and analysis tools makes it easy to get statistics from the campaign.
How does influencer marketing work in practice?
Influencer marketing is often time-consuming and requires knowledge and experience to be successful. If you are doing everything yourself– from start to finish line – you may need several weeks of dedicated work to get all details in place. But there is great help available! An influencer agency has both the experience and knowledge, as the contacts and analysis tools required for your campaign to succeed.
