An influence marketing campaign can be an extremely powerful way of growing your business. With the right people talking about your brand and creating awareness within your target audience, your business can grow quicker and more effectively than ever.
However, there’s a lot to consider before starting an influence marketing campaign. The campaign should be as planned and well organized as any traditional marketing campaign. From creating your campaign goals, to measuring the successes and failures of the campaign, the process has many different and important stages.
To help you get started, we’ve created these top 5 tips for creating a successful influence marketing campaign. So, let’s get going:
1. Define The Campaign Goals
Before venturing on an influence marketing campaign, you need to know why you’re doing it. What are your goals for the campaign? What do you want to achieve as a result of the campaign?
There are a number of different reasons to do an influence marketing campaign, and the goals of a business or individual can vary widely. However, the best way to decide on your goals is to choose very specific, measurable ones. For example, you might want to increase sign-ups for your new travel app, or sell more products in your online clothes store. These are good goals but they are not measurable. To create great goals, you need to narrow down your goals to be more specific, such as ‘get 10,000 new sign-ups for your travel app in two weeks’ or ‘increase sales of discount dresses in the continental USA by 150% in three months’.
Whatever your goals are, you need to be very clear and specific about them, ensuring your campaign’s strategy supports those goals.
Focus on one main goal and leave any other possible results as an added bonus. By trying to achieve too much, such as aiming for increased newsletter subscribers, more Facebook likes, more Twitter followers and a 30% increase in online sales, you are just setting yourself up for disappointment.
By focusing on one goal, you have the opportunity to create a very successful and powerful influence marketing campaign.
2. Find The Best Strategy For Your Goals
You already have your goals defined and you know what kind of results that you would like to see from your campaign. Now it’s time to brainstorm on strategies.
The strategy of your influence marketing campaign is the ‘how’. How are you going to implement the campaign? How are you going to reach your goals?
Use your goals to help define your strategy. For example, if your goal is to get more users for your new travel app, then you should consider hiring multiple travel influencers for your campaign to talk about your app and actively invite their readers and fellow bloggers to sign up and use it.
The strategy of your campaign is imperative to the success of the campaign, so share ideas with your team members and ask for feedback until you’re confident that you’ve come up with some really strong strategies. Or if you’re on your own, feel free to drop us an email (firstname.lastname@example.org) with your campaigns goals and your strategy ideas and we’ll be happy to brainstorm with you.
3. Create Key Campaign Tactics
What are tactics? The tactics are the small details of your campaign’s strategy. If the strategy is the ‘how’, then the tactics are the ‘what’.
So you’ve decided to hire 10 travel bloggers to talk about your new travel app. They will each write an honest and comprehensive blog post about your app and encourage both readers and fellow bloggers to sign up at the end of the article. You’ve even decided to have them announce an upcoming competition in their blog posts to get the ball rolling.
What are the tactics for this campaign? Will it also include sharing on social media? How many shares do you want from each blogger? Will you use campaign hashtags? If so, what will the hashtags be? Will all 10 travel bloggers release the blog post on the same day, at the same time, or will you schedule one post per day, or week, to build momentum and excitement?
These are your tactics; the small details that will define the campaign and help you to organize it professionally, seamlessly and wholly. However, it is important that you pay a lot of attention to all these small details during the campaign. A campaign with a good strategy may often fail because the tactics were not executed very well. This can sometimes lead the marketer to believe that the strategy was at fault, when in fact the fault was in missing the important details.
4. Identify Niche Influencers
Once you’ve decided on all the details for your influence marketing campaign, you will then need to find the right influencers.
This is one of the most important steps, as you want to find influencers who align with your brand’s core values, and who will create the best possible content and ‘buzz’ for your campaign.
Let’s go back to the travel app scenario. You want to find travel influencers who primarily talk about awesome adventure travel and take amazing photos. You want their audience to be males and females between the ages of 18 and 35 years old, located mostly in the United States, with good jobs and a disposable income to spend on epic adventure holidays once or twice a year.
How do you find these travel influencers? This is where themidgame can help, so if you’re at this stage of your campaign’s planning, make sure to shoot us an email (email@example.com) so we can start sending you the right influencers for your campaign.
5. Measure The Results
So the campaign was launched. Your strategy was implemented and your tactics were effective. The next thing you need to do is measure the results.
Useful ways of measuring influence marketing campaign results include using referral links, monitoring goals and conversions (eg: sign-ups) during the campaign period, tracking hashtags, and calculating brand feedback (eg: were the conversations positive, negative or neutral?).
These statistics will not only help you to evaluate the overall results of the campaign, and whether or not you reached your target goals, but they will also allow you to see the strengths and weaknesses of the campaign.
After the campaign finishes, you should always look for areas where you could improve on next time. Should you have hired more influencers? Should you have spaced out the scheduled blog posts more? etc.
Doing an influence marketing campaign is a huge learning curve for both the sponsor and influencer(s), so don’t get too bogged down if you don’t get every detail right the first time. With the explosive growth of influence marketing in recent years, it’s a sure thing that we’ll be seeing lots more of these types of campaigns in the future, so we can all learn from each other to create the best possible outcome for everyone involved, including the customer.
If you have any questions about initializing a influence marketing campaign, we’d love to hear from you. Just leave your comments below or email us at firstname.lastname@example.org!