How to build an Influencer Marketing Campaign Checklist?
Updated: Jul 22, 2020
Many marketers have turned to influencer marketing to promote their brand, increase exposure, and reach their target audience in an authentic way.
9 out of 10 marketers plan to maintain or increase their influencer marketing budgets.
So, what type of brands can benefit from collaborating with social media influencers?
Many brands, large and small, across different industries are leveraging this method of marketing to promote themselves. However, many marketers believe that influencer marketing is only meant for big brands.
But is that really true? Are influencers only the Michael Jordan’s of this world? Do all influencers charge huge amounts of money for brand collaborations?
You can engage nano- and micro-influencers in your niche to promote your small business. Despite not having a huge following, these influencers are more relatable. And relatability and authenticity are the reasons why people follow an influencer.
In fact, relatability has become two times as important as popularity. Their audience perceives nano- and micro-influencers as people who are just like them.
This is most probably one of the reasons why 36% of marketers today collaborate with nano- and micro-influencers. And you can benefit double: nano- and micro-influencers charge significantly lower fees than macro-influencers and still generate maximum engagement.
In case you are on a tight marketing budget, nano- and micro-influencer marketing is a great tactic and you can take advantage of influencer marketing without burning a hole in your pocket.
In contrast to other digital marketing methods, you are dealing with people when managing an influencer marketing campaign. Therefore, it might be a bit confusing and challenging when running your first influencer marketing campaign.
But, we have you covered: Here’s a checklist to help you get started:
1. Have you defined your influencer marketing goals and KPIs?
Like for any other marketing campaign, it is important to set clear and achievable goals. This will allow you to track your influencer marketing campaign progress.
The campaign goals will also determine the key performance indicators (KPIs) that you’ll use to monitor your campaign. Therefore it is important to get them right.
You can define them by asking these questions:
Are you trying to drive awareness for your brand or product?
Are you targeting a specific audience with particular demographics?
Do you want to generate a certain type of content (video, pictures, blog texts)?
Do you want to generate new sales?
Do you want to gain newsletter subscribers?
Do you want to increase your following on social media?
Do you want to support your SEO strategy?
Do you want to increase trust among your existing audience?
Are you launching a new product and want to create an easy how-to-use video about it?
Make sure that you understand how you can measure each of the outcomes. For example: if you want to measure clicks to your website, make sure that you provide influencers with clickable links, etc.
2. Have You defined the Right Social Media Channel?
You need to choose the right social media channel to run an effective influencer marketing campaign.
Each social media channel offers a unique set of audiences, influencers, content, behaviors. The benefits of influencer marketing can vary depending on which channel you chose.
We found this overview from Marketing Charts quite useful:
Although there is a wide range of social media platforms, here are some of the most used for influencer marketing:
Instagram: Instagram is one of the most used social media platforms and reports over 1 billion monthly active users and more than 500 million active daily Story viewers.
The high number of Gen Z and millennials engage actively with influencers on the platform and there are more female than male users on the platform.
Instagram offers a variety of content formats like Instagram Stories, live videos, and posts. It also allows you to create long-form videos and upload them to IGTV.
People are following accounts or hashtags on Instagram. Therefore, influencer marketing can be a key strategy to win exposure on Instagram.
YouTube: YouTube has an audience of all ages varying from Gen Z to Boomers and Gen X. There are more male than female users on the platform.
YouTube is a great channel for all companies, that offer products or services that need to be explained in more detail. While influencers can create emotions and a story around fast-moving consumer goods like cosmetics, fashion, etc. with pictures, other products like apps, technology, or home appliances might need further explanation.
On YouTube, influencers can create a wide range of videos such as unboxing, how-tos, DIYs, tips, and incorporate sponsored products or brands into their vlogs.
Next to the video content, you can leverage the “Description” box below the YouTube video: work with the creators on a compelling story, provide them links and discount vouchers.
YouTube is the second largest search engine. Tagging the YouTube influencer videos with the right search terms allows you to generate traffic on an ongoing basis.
This screenshot shows an influencer video that we launched in July 2018. You can see that still today, every single day there are between 20-40 clicks to the brand’s landing pages. In total there were more than 23k clicks generated - and counting.
We think that it is difficult to create impactful influencer marketing campaigns using Facebook as the main channel. The changes in the algorithms do not allow for a sufficient amount of organic traffic, even if the content is published on influencer pages.
Nevertheless, we believe that Facebook plays a key role in combination with the other channels to further distribute the content. As well the Facebook ads options are un-matched, that allows you to distribute influencer generated content to very targeted audiences.
3. Have You Contracted the Right Influencer?
If you are collaborating with random influencers to promote your brand or product, chances are high that you will not see the ROI you are looking for.
Because random influencers are most probably not talking to your audience. Even if they have a bigger reach: relatability is two times more important for the audience than popularity.
But, what should you do?
You must evaluate influencers whether they fit your audience. You can check what kind of content they publish, how well they align with your brand’s value, whether they are really engaging their audience.
If you use Fourstarzz Media Influencer Marketing platform , you can follow the steps in the tool:
Create a long list of influencers. Identify the right influencers by hashtags and by using the advanced search.
Filter for influencers that talk to your defined audience (gender, age group, and audience interest)
Filter for influencers that have the right reach and engagement.
Zoom in to their audience and content by leveraging the in depths audience reports to analyze their content and interests
Have a look at each profile to evaluate the quality of the content and quality of the engagements.
Reach out to the influencers and talk to them to evaluate their passion for your brand’s products and services.
If your goal is to drive sales and leads, your influencer should ideally have high engagement rates. This will increase the chances that their audience takes action and engages further with your brands and the products.
If your goal is brand awareness, you might consider working with influencers that have a larger following.
Other factors that might be relevant for your influencer evaluation include:
Have they previously worked with other brands and how often do they do branded content?
Do they often post content related to your niche?
Do they engage with their audience on a personal level?
These are some important questions you need to answer before you kick-start your influencer marketing campaign.
4. Are You Prepared to Communicate Well With Your Influencers?
Make sure that you are prepared to communicate with your influencers before you reach out. In your initial reach out, you want to send a brief summary of your brand and why you’d like to work with them.
Afterward, if they signal interest, you’d like to send them a detailed briefing that outlines the following:
What is the goal of your campaign?
What are the products and what is the landing page with more information about the products?
What are the key talking points?
What kind of content and how many content pieces are you expecting?
What is the timeline of publications?
What is the compensation (product/ cash/ affiliate commission)?
What is the call to action (contest, discount voucher, tracking links)?
Do you want to re-purpose content?
What hashtags do you want them to use?
Do they need to go somewhere or participate in a webinar?
You have set your campaign goals. The creative briefing needs to be aligned with the goals and the way you want to measure results.
We have learned that influencers appreciate it very much if a brand provided clear guidelines of what is expected and what the campaign should look like.
And influencers are normally very extroverted and like to communicate a lot….
Therefore, be ready to check and regularly communicate with your influencers. The best influencer campaigns are those that are built on collaboration.
Because Instagramers, YouTubers, or bloggers know what their audience is most likely to engage with and what will grab their attention.
Furthermore, regularly communicating with your influencers will ensure that they understand your brand and that the message will be the right one.
5. Have You Signed a Strong Influencer Agreement?
Once you come to a verbal agreement with your influencer, it is important to fix it in a written agreement.
Your influencer agreement needs to cover all the aspects of your partnership, including licenses for repurposing the influencer generated content, FTC compliant rules of how to tag the content as advertising, etc.
Writing and signing a legal agreement makes the collaboration more concrete, especially if there is no cash payment involved and you are sending products before the content is being published. Although you might not take any legal action, it gives you at least a baseline to do so in case needed.
These are some of the points that you want to address in the agreement:
Deadline: Set crystal clear deadlines for the first draft of the sponsored content, as well as the final dates on which the content will be posted.
Deliverables: The contract must include all the deliverables from each party. You must also describe the basic parameters of these deliverables to ensure that you can raise a concern if there are any issues.
Ownership: Clearly define who owns the sponsored content after the campaign is live, how it can be used (repurposing), and who has the right to use it.
Exclusivity: It won’t make much sense if the influencer promotes your competitor shortly after your campaign ends. Your contract should include a list of competitors the influencer can’t work with and for how long after your campaign has ended.
You need to collaborate with influencers who will represent your brand in a way that not only aligns with your goals but also attracts their audience.
This influencer marketing checklist is intended to help you figure out if your influencer marketing campaign is on the right track and improves the success ratio.