Let’s see how other big brands are making the most of this platform. How to run an influencer campaign in 5 steps I had a chat with the team at Lefty and we put together a simple 5-step process you can follow for running an influencer campaign. Find influencers Now you are clear on your strategy for the influencer campaign, it’s time to find some relevant influencers. Here are some tips for finding influencers that will meet your needs: Look for influencers who have previously engaged with your brand, or with brands in the same space. Below is an example of a search looking for Yoga influencers in the United States with an engagement rate of over 1%, a minimum of 10,000 followers, and a relationship to certain hashtags: From the search area, you can easily add any influencer that stands out to a campaign by clicking through to their profile: On their profile screen you can also more closely analyze each influencer’s engagement and audience to ensure they are a good fit: After shortlisting influencers for your campaign, it’s time to connect with them and begin the negotiating process. Each influencer will have their own approach to pricing and running sponsored campaigns, so you need to communicate with them to figure that out. Always ask for results and impressions from previous sponsored campaigns the influencer has run. Step 4: Collect all posts and stories When you are running an influencer campaign it can become overwhelming finding all of the relevant sponsored content being shared to track and leverage it the best you can. Influencer marketing is no different. All marketing decisions you make should be backed by data and information.
But despite its potential ROI and rising interest, 67.6% of marketers still find it hard to discover relevant influencers for their brands.
So what gives? How can you tap into the undeniable power of social media influencers to generate a return for your business?
You see, influencer marketing is a maturing space. When this trend started to take shape things were relatively simple. Find someone with a big social following, send them some free products, and watch the sales roll in.
But as with any digital marketing technique, things adapt and change at a rapid pace. Something that works today may not work tomorrow, so you need to be flexible.
As we peer over the ledge into 2019, influencer marketing is more popular than ever, and continues to trend upwards. This means that more brands are doing it, and the market is slowly but surely getting diluted.
Results from influencer marketing will become harder and harder to attain. Especially, if you fallback on an old school “hit and hope” approach.
The only way to stay ahead of the curve with influencer marketing is to leverage data and technology to make informed choices. By running a keen eye over every influencer campaign you embark on and analyze the metrics; pre, during, and post-campaign.
Today I’d like to share a process for running influencer campaigns using a tool called Lefty. Lefty is an influencer marketing platform, that big brands such as Sephora, Louis Vuitton, and Guerlain have been using to get significant exposure and results. It is bleeding edge technology that helps you make decisions backed by data. That makes it your competitive advantage.
With Lefty you can:
- Identify the most relevant influencers by filtering through over 2.5 million profiles.
- Create lists of influencers, reach out to them and pay them directly from the platform.
- Make data-driven decisions by analyzing insights on your influencers’ audience.
- Track and measure your campaign results with analytics reporting.
It’s by far the most robust platform I have seen on the market and well worth a look.
Sound interesting? Let’s see how other big brands are making the most of this platform.
How to run an influencer campaign in 5 steps
I had a chat with the team at Lefty and we put together a simple 5-step process you can follow for running an influencer campaign. Here it is.
Step 1. Define a strategy
Too many brands use a “hit and hope” approach to influencer campaigns.
They jump on social media, find someone with a large following, some engagement, and what appears to be an active feed. Then they throw a few thousand dollars at them for a sponsored post.
This approach is destined to fail. You’re essentially swinging for the fences. There are no goals set, no accountability for the influencer, no proof that you are even targeting the right audience… it’s a good way to burn through your influencer budget without much of an ROI.
Instead of diving head first into a haphazard influencer campaign with the first account you see, you need to define a strategy.
- Set clear objectives for your campaign. Do you want impressions, likes, followers, conversions, or sales?
- Establish key performance indicators (KPIs) that you can hold your influencer accountable to.
- Determine the concept for the campaign. Is it an event? A flash sale? The distribution of a unique coupon code? Or something else?
- Map out key milestones, deliverables, and accountabilities on a campaign calendar.
Once you have a strategy in place, then you…