In this post, I’m going to lay out the basics of influencer marketing strategy. I’ll be referring to influencer marketing as IM for short. Before you can run a successful influencer marketing campaign you have to understand the strategy behind it. First off we need to get one thing straight… NOT all campaigns are created equal!
Many people don’t believe IM is effective because they have tried it and didn’t see the results they wanted. Usually, that’s because they were running a brand awareness campaign expecting to see massive conversion results. Which just doesn’t add up. In other words, you can’t win a game where you don’t understand the rules.
Having a strong understanding of IM strategy is crucial to manage expectations, track ROI and deliver results.
Influencer Marketing Campaign Types
If we break IM campaigns strategies down there are 3 boxes that a campaign can fall into.
Brand awareness, conversion and user-generated content.
Clearly, it is very important for success to understand the type of campaign you are running. Furthermore defining the objectives of the campaign can’t be done without understanding the long-term goals of the marketing team. Influencer marketing should be done in addition to other marketing strategies but should complement what is already going on.
Influencer Marketing Campaign 1: Brand Awareness
Brand awareness = the level of familiarity or association by a consumer towards your products and services.
This type of campaign focuses on increasing your brand awareness and generating buzz around your brand’s product or service. Brand awareness campaigns revolve around generating brand lift. This requires creating a positive shift in how consumers perceive your brand and doesn’t immediately translate to an action or conversion.
Goals: product launch, storytelling, follower growth, rebranding, an ambassador program, or an event.
Influencer Marketing Campaign 2: Conversion Campaigns
Conversion campaigns are designed for the audience to take a certain action. Action can be tracked and incentivized by a discount code or unique link. This type of campaign is what many people who do not fully understand IM expect and are often disappointed when they do not see the conversion results wanted.
Goals: web traffic, store traffic, follower growth, list building, downloads, sales etc
IM Campaign 3: User-Generated Content Campaigns
User-generated content campaign = A campaign designed to collect a library social media marketing assets. It’s a tactic to crowdsource creating marketing visuals for a much lower cost. Unlike if you were to pay for professional shoots for the same images. The campaign can provide high quality product shots, lifestyle images and videos. These campaigns are usually a high volume of posts with lower reach.
Goals: how-to videos, product reviews, creative for paid ads, social media assets, product images/videos etc.
Above all else understanding the goal of your campaign is crucial to success of your campaign. In conclusion, reach out to me for a consultation session to learn more about how influencers and your business could work.
Interested in learning more about influencer marketing campaigns? Check out my blog post 7 KEY Elements You Need For Influencer Marketing Success.
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