Finding the right influencers to work with your brand is only one of the challenges. Ensuring that influencers create content that has the potential to move shoppers to purchase and results in a successful Influencer campaign is another.
For brands interested in working with influencers to convince and convert shoppers, there is a recipe for success- a process that helps ensure that influencer marketing campaigns have a strong likelihood of meeting and exceeding their goals.
Step 1: Define Objective and Target
Start by outlining the parameters of your campaign. What are your objectives? What is your target audience? What is the call to action, the key takeaway? What type of budget do you have to support this campaign? And what is the desired outcome?
It’s ideal to outline your internal review process during this phase. Once you engage and brief influencers, will you ask to approve an initial concept and then a final cut? Or will you see the content for the first time when it goes live? Past experiences with influencers also shape this process. The key to making this work is outlining your expectations and needs up front.
Step 2: Identify and Engage
How do you find influencers that might be the best match for your campaign? According to Max Polisar of AwesomenessTV brands should work with people who know the influencer talent directly, using personal relationships and avoiding tech platforms.
Some other suggestions for this phase:
- Don’t forget that influencers are human. Offer to have phone calls and/or in-person briefings. Be available and share appropriate information during the briefing process. Share your product if the influencer has not experienced it yet, such as for a new product launch.
- Remember, the demographics of the influencer are not necessarily the same as their audience. Ask the influencer for more information about their networks and subscriber base, and don’t make assumptions.
- As you review possible influencers, always fall in love with more than one. If you are considering options with an agency partner, try to be as specific as possible when giving feedback. Larger influencers often have three projects on deck for every one they can accept, or their production schedule may be full when you reach out to them.
Step 3: Create and Amplify
This is the fun part! Follow the process outlined in the planning phase as the Influencers create and amplify FTC-compliant content. You chose them based on their channels and content, remember to let that shine through. Don’t over script, but work together so they create a story that makes sense for the target audience.
Focus on the benefits, not the product attributes. Influencer content works well because influencers are more likely to focus on telling a story about why your product or service makes their life better, more enjoyable, more hassle-free, etc. Consumers react very well to this type of benefit-driven content.
Step 4: Measure and Optimize
Once influencer content is live, monitor and identify the best performing content. Items on your scorecard might include likes, reactions, comments, shares and hearts, depending on the platform and your objectives. Then, “turn on the gas” and leverage paid distribution of the best performing influencer content.
Continue to measure, and recap your campaign. What would you do differently? What would you repeat? Don’t forget to ask the influencers for their input as well. Also, it is important to check the results of influencer activations on an ongoing basis. After all, one of the great benefits of influencer content is that it lives on and continues to be discovered by new consumers over time.
In fact, one recent influencer video that we executed and tracked for a women’s shaving product campaign generated an incremental $500,000 in media value AFTER the flighting period. In other words, the shaving brand received a $500,000 bonus in media value as a result of the incremental views of the sponsored video after the campaign end date.
Influencers and their compelling content have become a smart and effective way for brands to reach and inspire target consumers. The medium will continue to evolve. Like any other marketing tactic, a thoughtful and planned process drives successful campaigns and delivers campaign ROI.
Contact Missy, Missy.email@example.com for more information on how you can reach your shopper and move them to action with SheSpeaks community.