How to succeed in a marketing campaign with the best influencers?

Comment réussir une campagne de marketing avec les meilleurs influenceurs ?

Are you busy preparing a marketing campaign featuring influencers and are you new to this profession? If yes, you should know that there are a few things to keep in mind for the campaign to be successful. Influencers have a huge fan base. These fans or followers trust them unconditionally. This trust makes influencer marketing one of the most effective marketing tools for businesses in today’s generation.

Your chances of making your product or service popular increase significantly if you can get these offerings recommended by one or more top influencers on social media. However, to achieve the best possible results, you must first find influencers who match your company's vision and core characteristics.

The section below discusses ways to identify top influencers and various other crucial steps to prepare successful influencer marketing campaigns.

Start by developing a concept on which your campaign will be based

Ask yourself what types of goals you want to achieve with the campaign. This is important because it is your objective that will determine your strategy. Are you looking to boost your social media engagement or are you primarily interested in increasing product sales? To be more precise, clearly define your objectives because they will form the basis of your marketing strategy.

As a business owner, you have the right to have big goals. However, for the campaign to work well, you should not start with massive goals. Likewise, avoid setting too many goals. Ideally, your first influencer marketing campaign should have a single goal. Once you achieve this, you can use this confidence to target more complex or multiple goals.

After setting your objectives, identify the KPIs (key performance indicators) based on which you will measure the success of the campaign.

Find influencers who complement your goals and brand well

For beginners, this task may seem a bit overwhelming. However, if you have well-defined goals, it will be easier for you to narrow down your scope of action. This will automatically make the influencer selection process simpler.

For businesses that want to maximize their reach, it would be wise to choose influencers with a larger audience. However, if you are primarily looking to increase your conversions and sales, you should opt for influencers who create relevant content.

To spot the right influencers, you must first shortlist the hashtags or keywords that are relevant to your product or brand. Research keywords/hashtags separately on each social media platform you want to target. The searches will reveal the top influencers who post relevant content.

Check their profile and posts, find basic information about them, and prepare a list of influencers who perfectly match your brand's goals and message. If you can work with a few of them, your chances of having a successful influencer marketing campaign are considerably high.

Don’t forget to check the authenticity of the pre-selected influencers.

The world of social media has hundreds of fake influencers. Falling prey to them could end up ruining your business for good. Therefore, whenever you start working with an influencer, you need to verify their authenticity.

The best way to spot fake influencers is to check their profiles carefully. Fake influencers generally don't create high-quality content. They do not benefit from the engagement of their audience and the likes and comments on their posts rarely come from active users. You have to work manually to spot these fake people and eliminate them from your list of top influencers.

Additionally, stay away from influencers who have experienced sudden spikes in followers despite no viral content. Profiles with thousands of likes but no comments also tend to belong to fake influencers.

Contact influencers

Once you have eliminated the fake influencers from your list, you will have your final list. Influencers who want to partner with brands usually list their email address in the “bio” section of their profile. If one of the influencers you want to work with is not listed, contact them by sending them a concise private message.

The message or email you send to the influencer should contain basic details of the marketing campaign. You should also explain what you expect from the person, i.e. which platforms you want to target, the number of posts you want them to make per week or month, etc.

Once an influencer agrees to be part of your campaign, ask them to share their analytics. This will help you understand the level of engagement the influencer is generating. Access to statistics will also allow you to check the demographics of the influencer. This will help you determine if the person is capable of influencing your target audience.

Start trading once you are satisfied with the influencer’s analytics. If you know the tricks of negotiation and persuasion, you can have the best deal even with the top-ranked influencer on your favorite social media platform. The price you pay will be that of creating the content and distributing it. Ideally, you should pay 50% of the decided amount up front and the rest after the influencer uploads the content.

Manage distribution carefully

You must remain in constant contact with the influencer after signing the contract. This will help you keep up to date with the campaign status at all times and know when new content is uploaded. Monitor the reactions you receive for each post from the influencer. If you notice negative reactions or a post isn't attracting enough audience, talk to the influencer and resolve the issue quickly.

Measure campaign ROI

In this step, you need to determine how well the campaign helped you achieve your goal. Check all relevant KPIs to evaluate the performance of the influencer marketing campaign. If you follow the above guidelines perfectly, you will most likely get the results you want.

Last word

If you don't have the confidence to carry out an influencer marketing campaign on your own, you can seek help from a professional. There are experienced professionals, who can choose the best influencers for you and help you design a perfect campaign for your product and brand.