In the past years, many businesses have faced challenges today due to lockdowns and restrictions, making selling their products and services harder. Unlike previous years when the economy was strong and people had more disposable income, the current situation requires marketers to adapt, especially in influencer marketing, where pricing has historically been challenging.
So, how should we adapt? In short, we must aim for a better return on investment (ROI) for every dollar spent on campaigns. It involves more than just monitoring how much we pay influencers. Instead, marketers need to ensure that every dollar spent is used strategically.
As part of an intelligent strategy, each influencer collaboration must serve a specific purpose with a measurable ROI that aligns with our marketing goals.
Influencer Marketing Campaigns: What Are They?
These campaigns are marketing strategies that leverage influencers to boost sales, website traffic, or brand visibility, primarily on social media platforms where these influencers have their dedicated followers. They are individuals with devoted audiences who value their recommendations.
In essence, a marketing campaign shares similarities with traditional advertising campaigns. Content is created and distributed across social media and sometimes other platforms.
However, it differs from typical B2B influencer marketing and advertising because it involves collaborating with individuals rather than advertising agencies. Moreover, it’s not traditional advertising. Instead, it revolves around a private individual sharing their opinions about a product or service with their audience.
This type of marketing is about engaging with people rather than relying solely on advertisements.
How to Craft a Winning Campaign
Considering this, what steps should we take to execute effective influencer marketing campaigns in the current economy? Beyond just monitoring expenses, a strategic approach is crucial. The following ten steps will assist you in organizing, implementing, and measuring the success of your campaign.
Define Your Objectives and Key Performance Indicators
It is a crucial aspect of campaign planning, similar to any other marketing approach. Before commencing, it’s essential to outline your overarching objectives.
Do you aim to drive immediate sales or enhance brand visibility? A blend of both? A specific influencer marketing strategy can target multiple objectives depending on your primary goals.
Once your campaign goals are determined, it’s essential to consider how you’ll measure success. Typically, this involves establishing a predefined set of Key Performance Indicators (KPIs).
As your campaigns progress, you should factor in these KPIs. Subsequently, evaluating performance against these KPIs allows you to adapt your strategy, determine the suitability of influencers for future campaigns, and make informed decisions.
Identify Your Target Market
Before you even consider selecting trendsetters for your next influencer marketing campaigns, it’s essential to establish your target audience. One significant reason for this is that, in most cases, the ideal influencer is someone who closely aligns with your intended buyer persona.
Alternatively, you can choose based on their appeal to that target audience. For instance, sports influencers often differ significantly from their audiences — they may represent someone the audience aspires to emulate.
Another critical factor in defining your audience is choosing the right social media platform. Some platforms have a broad user base, while others cater to more niche audiences. A prime example of a niche audience and one of the best influencer marketing tools is Pinterest.
When examining Pinterest statistics, you’ll notice that many members are American Millennial women with substantial disposable income. If you aim to reach this demographic, Pinterest is an excellent choice. However, you should reconsider your platform selection if your target audience differs.
Choose the Right Campaign
Another crucial step when planning your campaign is determining the type of campaign to execute. This choice depends on several factors, including your objectives, target audience, and the influencers you are collaborating with. Campaign types differ not only in the content they produce but also in how the influencer is compensated.
Influencer Marketing and Discount Codes
Affiliate marketing or discount code campaigns provide influencers with an affiliate link or a unique discount code. The influencer then incorporates this link or code into their content, encouraging their audience to explore your products.
Payment to the influencer is usually tied to the sales generated through the link or code. This approach offers the advantage of paying for actual performance and provides a straightforward method for monitoring and measuring campaign outcomes.
Product Reviews and Giveaways
In this influencer marketing strategy, you typically provide the influencer with your product in exchange for exposure. They can employ the product in various ways, such as offering a review or creating a tutorial.
Alternatively, the product can be a prize in a contest or giveaway. Consider giving the influencer some product for personal use and another item to give to their audience. This hybrid approach can add an element of excitement and engagement to the campaign.
In this social media influencer marketing approach, the influencer is typically compensated for creating and sharing content on their social media platforms. You can also purchase the rights to post this content on your social media accounts or website. Sponsored content in this category often carries a more promotional tone than other campaign types.
After deciding on the type of marketing campaign you want to pursue, it’s essential to focus on some key campaign details. These include defining the brand assets, such as the company logo or guidelines.
Additionally, ask the influencer marketing companies you work with to specify the deliverables you expect from influencers — for example, some campaigns may involve video tutorials, while others may focus on simple Instagram photos. Your choices should align with your campaign goals and brand identity.
Another critical consideration is establishing creative guidelines. Brands vary in approach, with some allowing influencers to post content without prior approval from the marketing team, while others prefer a more controlled process.
The level of detail and specificity in these creative guidelines can also vary depending on the brand’s objectives and preferences.
Lastly, your influencer marketing tools should have standard contract terms prepared in advance. It ensures consistency and streamlines the process when identifying the right influencers for your campaign. Avoiding bureaucratic delays is essential to ensure you get all the ideal influencers due to administrative hurdles.
Enhance Your ROI Dramatically with Clicta Digital
Ultimately, achieving success in your marketing campaign becomes more attainable when you adhere to the abovementioned steps. These crucial steps encompass campaign planning, influencer outreach and engagement, and diligent result monitoring.
Once you’ve executed these steps, you can refine your influencer marketing strategies for future endeavors. The best part is that your return on investment (ROI) will experience a substantial enhancement. Let Clicta Digital guide you every step of the way. If you’re ready to partner with us, call us now.