Let’s be honest for a second here, you can hire the biggest star in the world to be an Influencer for your brand, but if you don’t know or don’t have a plan to make the best out of your Influencer, you will fail. The key lies on your strategy. If it sounds overwhelming, don’t worry, because we’re here to break it down for you. In a nutshell, here’s five steps (which we will talk about in depth below) you need to go through before hiring an Influencer:
- Set your goal
- Trust your KPIs
- Plan your campaign
- Research, research, research
- Pitch your strategy
Set your goal
Most things are really obvious, but we don’t know them until someone actually tells them to us. Do you know your goals? Why do you actually want to work with an Influencer? Creating a digital marketing campaign relies heavily on your goals; what you want and desire, but most importantly, what you need. Yes, you want an Influencer to help you connect with your community, but you need to figure out what you want to get out it.
No idea on what your goal is? We gotcha. You can:
- Draw attention to your company’s latest and greatest product
- Enable traffic to any of your websites
- Create social buzz
- And every company’s favorite: increase sales
Setting up your goal first will help you design the rest of your strategy. Your specific goals will determine where you look for Influencers, what niches or communities you look in, what their involvement with your company will be, and so on.
Trust your KPIs
According to Klipfolio, a company that designs software for real time metrics review, a Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the enterprise, while low-level KPIs may focus on processes or employees in departments such as sales, marketing or a call center.
Yes, every Influencer in the world can tell you that a certain campaign was successful, but you better be using some sort of KPI tracking in order to support and add some context to your reports. When it comes to measuring the success of your Influencer digital strategy, pick both qualitative and quantitative goals. Remember, qualitative data adds context to hard numbers.
Plan your campaign
When you plan, you are in control. Control of what happens and what could happen and what to expect of any situation. Yes, we do know that planning doesn’t mean you are 100% safe from every inconvenience but at least you can be ready for most unforeseen events. What can you plan with any strategy? Here are some examples:
- Which activities you’re going to be asking from the campaign participants.
- What kind of assets you’ll need to provide for them (images, videos, sample email blurbs and social media posts, etc).
- Whether you’ll be providing any giveaway prizes.
- Any technology/design needed – this includes the application, landing pages, email templates, and graphics.
When you plan, you are in control. Control of what happens and what could happen and what to expect of any situation.
Photo courtesy of Coury Combs (@fancytreehouse)
Research, research, research
Now that you set your goals and know what you want out of your strategy, you have prepared to monitor your KPIs and have your planning game on point, start focusing on the proper Influencers that will adjust to your campaign. Here’s when we can help you out (queue for wink). When you’ve prepared for everything else, you really easily start to know the Influencer profile that you’re looking for.
We’ll make it easy for you - take a look at our roster. We’ll help you with the message that your strategy and your brand need to communicate to a community that represents you. Our job is to represent your brand and take it to the right place.
Pitch your strategy
Now that you have all the pieces in the puzzle, set it all up and analyze if it’s what you thought about at the very beginning. Still have some doubts, questions or second thoughts? Take a step back and breathe. Think to yourself if this is the path that you planned for your idea to go on.
Is it? Then the time has come… for your strategy to impact on your brand. Now you know that the magic lies in planning. Be prepared for anything and try to have control on as many things as possible. What can you do to get closer to that goal and who will help you get there?