You’re a digital account manager and you’re a day away from launching an exciting digital campaign. You call up 5 influencers you know speak to your brand and discussing remunerations. Sharing artwork and you sit back to wait for extraordinary results. With this method, you might get the results you want but quite often you won’t. Whichever way you look at it, this is not how you get value from running an influencer campaign.
To make the most of your influencers, it is important to first, get all your ducks in a row. If you are not sure how to do this, here are 3 sure ways to get the most value from your influencers.
All good things need adequate preparation. Your influencer campaign is no exception. Influencers need to be included in the digital plan from the start. They are a communication medium with priority as high as a content calendar or social media ads. This way, they are not just an add on but an integral part of your campaign strategy.
Create and communicate your KPIs
Before making the call to negotiate with influencers, it’s important to know what you want to achieve from hiring them. Is the goal to increase awareness, drive engagement, conversions or do you just want your hashtag to trend. Once you set a goal, create Key Performance Indicators (KPIs) and make them clear as you brief the influencer team. The KPIs are how you will measure the success or failure of the campaign.
The moment your campaign has starts, track the performance of each influencer based on the set KPIs. Tracking lets you know how the team is performing and where you need to make adjustments. The metrics must be shared with the influencers to show where they are excelling or falling short. Tracking performance can be done by any of the social media listening tools which cost between $50 a month all the way to $2,000.