February 10, 2022
Finally, here is the last delivery of our influencer marketing blog series. In case you haven’t been following up with our latest post, go check PART ONE where we talked about what to expect from influencers. Or give a quick read to PART TWO with our tips on how to select the right profiles to work with. We’ll give you a couple minutes to do that…. but don’t forget to come back to our step by step guide to set up an influencer marketing campaign for your business.
[Three minute elevator music break]
Welcome back! Now that you know the basics for influencer marketing and profile selection, we are more than happy to share with you our ultimate and most simple step by step guide to set up an influencer marketing campaign for your business:
1. Have a concept, creativity is key more than ever for digital marketing.
This doesn’t need to be anything crazy. But having the idea of how influencers should talk about your brand, or which aspects of your product should be highlighted is always a huge help to get the right content created.
Photos underwater, conversations over a cup of coffee, things you can do while your food delivery arrives… Honestly the sky’s the limit. And if you feel like struggling with the creative part, contact us and we’ll squeeze our brain juices to give you good ideas!
2. Present your ideas to a cluster of influencers you already analyzed and only work with the ones that resonate with the brand/campaign.
Now that you have your creative vision, it is time to present this idea to your pre-selected profiles. If during this process happens that one or two of your profiles are not resonating with the style of communication you want to create, it’s always ok to recognize when things will not work and be honest about your expectations. You might need to find new profiles that are open for collaboration and co-creation. And that is ok! (In part two we talked about the key metrics to focus on when hiring influencers)
3. Don’t be afraid to ask for influencer analytics. If you are buying content from them, you deserve to know what its performance will be like.
This is what we talked about on PART TWO. Professional content creators and influencers should be ready to share their analytics. This can be considered some sort of guarantee for the investment you are doing by paying them to promote your brand.
We wouldn’t trust to work with someone that is hiding information to us, as that can compromise the performance of the campaign.
4. Negotiate payments and posting schedules, be clear with expectations. They will appreciate it too.
Yes, influencer marketing should be paid for. That shouldn’t be the discussion anymore. The conversation you need to have with content creators will be around when and how you will pay them.
First: posting schedules. Give guidance on when they should post your content and this should be aligned with your campaign flow. Also consider Instagram Collabs that will go on both feeds. You have to have a plan of how your feed will look during a campaign and influencers must post within the timeframes you provide.
About payments: depending on how long the campaign is, you can set a downpayment of no more than 50% of the budget. This will also help them get anything they might need to create better content (like props or so). Then set a 20% milestone for when the content gets created and approved to post. The last 30% can be paid after posting and providing analytics of the results.
Every case can be different and you might run into influencers that have their own rules regarding payment times. They might already have a schedule for posting on certain dates. This is all good as long as there is a transparent conversation to set these terms and agreements to establish a proper contract, which brings us to step 5.
5. Create and sign contracts with clear detail of actions required and agreements for both sides.
This step is pretty straight forward. Write down all the agreements in terms of actions/posts hired, payments and timeframes in a formal document that both sides agree with and sign.
The best will be finalizing the campaign without even having to look at these files again. In reality, it has happened that one of the sides tries to use and abuse the relationship. So having a signed document as a back support to keep everyone safe is always a good idea.
Expert Advice: you should consider to establish very clear the type of rights and use you will be allowed for the content created. List all the platforms you will be using it at and for how long.
Also consider if you want some sort of exclusivity with the content creator (meaning they cannot post about competitors’ products for a certain amount of time). Even talk about how long do they have to commit to keep the branded content on their profiles.
These additional conditions might have an impact on your budget, but it’s better to be safe than sorry and that’s the reason why everything should be laid out clearly and negotiated during open conversations.
6. Co-create with them. Two minds think better than one.
Organic collaborations are always welcomed by digital audiences. Co-creation will make ideas even bigger! Based on our experiences, content creators hate being told exactly what to do. They are down to be guided with ideas that can help their creativity explode, though. After signing a contract (you might want to consider an NDA as well), be open for suggestions and brainstorming sessions.
7. Provide influencers with your brand and campaign guidelines
This will make their work easier and you will prevent going through painful revisions that can end up costing money or messing up your relationship with the influencer.
You can even consider adding these guidelines to your “influencer welcome kit” after the contract is signed. Here’s the main points you need to include:
- Explanation of the campaign’s concept or purpose
- Key messages of the campaign/product
- Do’s and don’ts for your logo and product
- Hashtags to use
- Accounts to tag or mention
- Summary of the actions and posting dates
- Brief information about your brand and product
8. At the end of your campaign ask for analytics/insights of the actions taken by each profile.
This will set a standard for your future campaigns and will help you create more and better relationships with the influencers that are giving you the best results.
You need to be able to trace your steps back in order to make better decisions for the future. Use the data you are creating in your favor!
We hope that our step by step guide for influencer marketing campaign got you all set to create a better strategy for your next campaign. If you have any questions along the way or need help to get your brand started in real positive influencer marketing, contact us and let’s talk about it.
We love strategies and business talking!
Author: Fero Mercado // @feropack