Who doesn’t want new strategies and action plans to make each influencer marketing campaign better than the last one? Having already highlighted the growing importance of influencer marketing in our previous blogs, this article will discuss some trending strategies that will surely catch the attention of your audience.
Every brand is unique, as is their audience, and their campaigns differ as well. There is no one-size-fits-all script for running influencer marketing campaigns. However, there are a few key steps marketers should follow to ensure their campaigns make a significant dent online.
Step 1 Setting Clear Campaign Goals and KPIs
Imagine a skincare brand aiming to increase brand awareness without specific targets or metrics. Do you think they will succeed in collaborating with influencers without clear objectives? Absolutely not! They will struggle to measure the campaign’s success or understand what worked and what didn’t.
However, if the same skincare brand sets a strategic goal to increase brand awareness among women aged 18-35 by 20% within three months and establishes SMART KPIs, such as:
Achieving a 15% engagement rate on Instagram posts
Generating 50,000 impressions on each influencer’s content
Driving 10,000 website visits through influencer-generated content
they will be better positioned for success. Allocating funds towards objectives aligned with overarching business goals allows for precise progress tracking and data-driven modifications to maximize impact.
Step 2 Choosing the Right Social Media Influencers
Each goal in influencer marketing campaigns depends on how well the previous goal was executed. Without clearly defined goals or proper fund allocation, don’t expect growth.
With the right goals and funds in place, the next step is choosing the right social media creators.
Consider a fashion brand that selects influencers based solely on their high follower counts, without analyzing engagement rates or audience alignment with the brand’s target market. This might result in high reach but low engagement and conversion rates.
Conversely, if the same fashion brand uses data-driven tools to identify influencers whose audiences match their target demographic of young, trendy women aged 18-24, they can collaborate with micro-influencers with 10k-50k followers and high engagement rates. These influencers have niche, highly active audiences who trust their recommendations.
The brand’s purpose will be well communicated to the target audience, resulting in high brand engagement and conversions.
Step 3 Creating Audience-Centric Content
Each step in the influencer marketing process is interconnected. Without the right creators, you can’t ensure your content will resonate with the audience. This step relies on the insights and groundwork laid by the previous steps.
Rather than providing a rigid script, brands should work with influencers to develop a flexible brief that includes key messages about the content theme. Encourage influencers to incorporate their personal stories and experiences with the theme.
Storytelling adds authenticity and relatability, making the content feel raw and engaging. This increases the likelihood of conversions and boosts the brand’s online visibility.
Natural settings for photoshoots, minimalist designs, and showcasing the making of the brand’s products are some current trends contributing to campaign success.
Step 4 Monitor, Analyze, and Optimize Campaign Results
Brands understand the importance of result measurement in influencer marketing. The goal is not to create a checklist but to emphasize the significance of continuous monitoring and optimization.
Consider a brand that waits until the end of a campaign to review results. They are not leveraging continuous reports to strategize effectively.
Using real-time analytics tools to monitor campaign performance from the start ensures smooth and effective execution. Track engagement rates, reach, website traffic, and conversions daily. Identify which influencer posts perform exceptionally well, boost these posts with paid promotion, and allocate more budget to those influencers for multiplied reach.
Implement A/B testing for different content types (e.g., photo posts vs. video posts) to determine which format drives higher engagement. After the campaign, conduct a detailed post-campaign analysis to understand what worked and what didn’t. Gather audience feedback and analyze customer data to see if those who commented on posts purchased your product and became repeat customers. This provides honest insights into customer psychology and brand engagement.
If you are planning an influencer marketing campaign for your brand and need help managing these steps effectively, consider partnering with our platform. Check out our website to learn more.
