Influencer marketing can seem pretty intimidating to pull off a successful campaign. To achieve this, working with the right social media influencers is crucial.
You might be asking yourself how to reach out to influencers, how much it’s going to cost, and whether it will actually bring in sales. Today, I’m going to walk you through the process of setting up an influencer marketing campaign from start to finish.
The best part? You don’t have to be a massive business to make this happen. It’s a pretty straightforward process, so let’s dive in.
What is Influencer Marketing Campaign
An Influencer Marketing Campaign is a strategic marketing approach that involves collaborating with individuals who have a significant and engaged following on social media platforms.
These individuals, known as influencers, leverage their credibility and influence to promote a brand’s products or services to their audience.
The goal of an influencer marketing campaign is to tap into the influencer’s existing fan base, build brand awareness, drive engagement, and ultimately, boost sales or achieve specific marketing objectives.
How to Reach Out to Influencers
Now, let’s dive into the steps of creating a successful influencer marketing campaign.
1. Set Your Goal and Budget
The first step is to set your campaign goal. Ask yourself why you want to work with an influencer. While making more sales is a common goal, consider other options like building brand awareness, strengthening brand image, increasing social media engagement, or improving conversions.
Be specific about your goal and set a budget. For instance, if my goal is more sales, I’d set my target to be two times my return on marketing investment.
2. Define Your Budget
Set aside a budget. Even if you’re an independent business owner, keeping track of expenses is essential. Calculate your cost per influencer, whether in product or money.
Starting small with 10 influencers is recommended for a manageable start. Remember, the size of your budget isn’t as crucial as staying on top of your numbers for a positive return on investment.
3. Find the Right Influencers
Decide whether you want to work with nano, micro, mid-size, or large influencers. Each has its pros and cons. Nano influencers have dedicated and trusting audiences, but they may lack time and experience.
Mid-tier influencers offer a genuine connection but may require monetary compensation. Top-tier influencers have a broad reach but may lose connection with their audience over time. Look beyond numbers ask for analytics to ensure the right fit.
To find influencers, use tools like Dovetail for Instagram and YouTube or Hypetrace for TikTok. Validate influencers by checking their past work and ensuring they align with your brand.
4. Reach Out to Influencers
Draft a compelling message to reach out to influencers. Be friendly, clear, and firm in your approach. Introduce yourself, establish a connection, give a genuine compliment, and explain why you’re reaching out.
Include your social media handles for credibility. Remember, the focus should be on them, not just about your brand.
5. Negotiate the Terms
This step involves negotiating the terms of the relationship. Discuss the type of content, expectations, timeline, and how they’ll mention you.
Be clear about compensation, whether it’s monetary or through product exchange. Consider creative freedom for the influencer, but ensure mutual respect and a fair exchange.
6. Create Content with the Influencer
Decide how you’ll create content with the influencer. Negotiate specific content details, requests, and where the content will live (feed post, story post, blog, etc.). Discuss a timeline and how the influencer will mention you, whether through tags, links, or a call to action.
7. Manage Relationships and Track Results
Stay organized with your campaigns using tools like HubSpot. Keep notes on influencers’ details, shipping, and results. Use UTM codes or special discount codes to track influencer-driven sales. After the campaign, measure results against your initial goal and decide if you want to continue working with these influencers.