While working with influencers brings a lot of benefits to your business, it can definitely be a complex process if it’s not managed right. From discovery – making sure that you’re working with the right influencers for your campaign and target audience, to performance measurement and reporting, there is so much to be done when managing an influencer campaign that it seems as though you’d need a dedicated influencer management employee to take care of it all! But the fact is that marketers usually manage influencer campaigns on top of their other tasks, which is why an influencer data management and discovery platform like IMAI’s can be literally a lifesaver – saving precious time and money, by driving campaign ROI.
Here are our 5 recommendations for tech-driven influencer marketing success:
Make sure you clearly define your goals
One of the biggest mistakes that brands make coming into an influencer campaign is that they do not clearly define the goals they want to achieve. They seemingly engage in influencer marketing for the sake of engaging in influencer marketing. This is not going to get them anywhere. Instead, focus on setting goals that can be measured and track over time. Some examples of relevant goals include:
- Increase in number of followers
- Why discovering the right influencers is so important
- Why you need automation for your influencer marketing campaigns
2. Select the right social media platforms
Another important aspect is to select the right social media platforms for the goals that you want to achieve. For instance, if you have a gaming company, it’s highly recommended to connect with influencers on Twitter or Twitch, as opposed to Instagram, because that’s where gaming influencers and content creation is the strongest. Most marketers will already know which social media platforms are strongest for their market segment, but a thorough discovery process can help you hone in on which platforms will bring you the best results. It also may hinge on the media and posting abilities of each platform, so think about that as well when selecting where you will run your campaign.
3. Reach out to influencers earlier rather than later
One of the most tedious aspects of starting off with an influencer campaign is reaching out to the influencers that you want to work with. That’s why it can help to work with a tech-based solution like IMAI’s that will allow you to discover the influencers you want to work with and contact them in the same platform! This can save a lot of precious time and can help you keep track of where your communication with influencers stands.
4. Set up a content schedule
Once you’ve started working with influencers, make sure that their briefs on the campaign are crystal clear by setting up a content schedule for the whole campaign and for each influencer. This can be a lot of information to manage, which is where SaaS solutions can help manage everything you need to keep track of. Send out the content schedule and posting guidelines automatically to each influencer and manage everything from above with a SaaS platform.
5. Continuously review and report on campaign performance
Social media campaigns are VERY dynamic and can change every hour, let alone every minute or second. That’s why marketers need to stay on top of campaign performance, reviewing if the campaign is meeting the goals and reporting on how each influencer is contributing to the achievement of those goals. This can be made much easier by using a SaaS solution like IMAI’s. Otherwise, a lot of marketers find themselves managing this data in spreadsheets, which is a tedious and manual process that requires a lot of additional work and effort. Instead, automate it, generate branded reports and give a run down of the need-to-know campaign performance data with a technological solution.
Interested in accessing the IMAI platform? Request a demo here