• Daniel Trösch

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?

With the rise of micro-influencers - bloggers, YouTubers, Instagrammers, tiktokers - small businesses can also leverage influencer marketing.

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.

But how can you get started with influencer marketing?

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: