How To Get Started With Influencer Marketing
Influencer marketing techniques have evolved quickly, and it’s now more important than ever for businesses to take advantage of the latest learnings and technology.
Whether you’re new to influencer marketing, or a veteran, these tips are sure to help you get started on a winning campaign.
1. Identify your expectations
Do some research, and outline your expectations for what an ideal influencer campaign would look like for your business. Influencer is a form of advertising, and so it’s important to set realistic expectations of what you’ll invest, and what you expert to receive in return.
Read influencer marketing campaign case studies from your industry, speak to colleagues who have run campaigns, and to agencies like Acorn who handle the process for you.
2. Set measurable goals
The most successful campaigns follow a detailed plan, created on the basis of one or two main goals.
Your goals might include one or more of the following;
- Boost in-store sales
- Drive online purchases
- Reach a new audience
- Generate evergreen & repurposable content
- Increase brand awareness
- Generate larger brand social following
- Lift coupon redemption rates
- Encourage app downloads
3. Define KPIs
The benefits of influencer marketing can only be measured if you have tied metrics to your goals. If you have never run an influencer campaign before it’s a good idea to speak with an influencer agency. They have run hundreds of campaigns, and will help you set realistic (and measurable goals.)
To set KPIs you need to understand how influencer campaigns are measured, what metrics are measured, and how you can use this data in your own internal goal tracking.
4. Choose who will run your influencer campaign
Influencer marketing requires resources that many businesses don’t have when they’re running their first campaign. Full-time professionals with experience in running influencer campaigns, an established influencer network, liaisons between the influencer and the brand, and analytics tools, name just a few of the resources required for each campaign.
Large, established businesses may run a few campaigns, discover their value, and decide to establish an in-house team. That’s great! Except choosing, and curating an influencer network takes time and skill.
Before starting a campaign choose whether you need to go through an influencer agency, or if your company wants to set up its own in-house team. This will decide how you start recruiting influencers, and the resources you need to measure the results.
5. Select the right influencers
An influencer network is made up of a large number of “influential” bloggers and social media advocates. Having a large audience is great, but it’s only one factor that you need to consider when recruiting influencers to your campaign.
Acorn does things a little differently when it comes to recruiting and selecting influencers.
We invite a select group of influencers from our network to participate in a campaign based on a variety of factors – the biggest of which is deciding whether they are the meet the requirements set by Acorn, and the brand.
Part of selecting an influencer to be on a campaign is identifying how well they fit the brand’s goals. Some of the things we look at:
- Who is their audience? Do they fit the target audience the brand needs?
- Which social networks do the influencers perform best on? How do they tie their blog content to social?
- What type of content do they publish regularly? Photos, videos? How’s the quality of the visuals?
To next steps to kicking off your influencer marketing campaign will be unique to your business’ specific needs.
Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.