Opinion 3 minute read
Influencer marketing has enormous clout for brands’ growth objectives and it’s becoming an essential tactic for many businesses digital marketing strategies. Google searches for ‘influencer marketing’ have increased 1500% in just three years, and the industry is expected to see the industry grow to approximately $10 billion by the end of 2020.
As we continue into 2021, brands (and their PR agencies), will undoubtedly be thinking about their comms master plan, and associated budgets, for the rest of the year ahead. With increased popularity, demand and company spend for influencer marketing, it’s a good time to consider how to approach, and leverage, these partnerships for your brand.
Here’s a step-by-step framework we’ve developed from working with influencers consistently over the years.
How to collaborate effectively with influencers
Influence can be confused with popularity. So rather than command the content you want to be created, try following these rules of thumb instead.
Take time to explain your brand’s key messages, product/promotion and what objectives you’re aiming to achieve.
The typed-out version of the brief should also clearly outline the following (and then be added to the contract once both sides have agreed and understood the brief):
- Key messages
- Post deliverables and timeline (dates and get as granular as timings too so that followers’ eyes will see the posts at the influencer’s optimum time of day for engagement)
- Deadlines for the creative content and captions to be submitted in advance for brand approval
- Handles and hashtags that must be included in captions
- Website links, or even better a UTM coded link to the site so you can better track the influencer’s performance
- Agree up front with any influencer you partner with, to share screenshots of their post or story insights after an agreed time period so you can view engagement stats easily
Share a post mock-up that you’ve created for your own brand social media channels as an example reference. Then hand over the rest to the influencer. They are the master of creating their own content. If you limit the influencer’s creative freedom, the less authentic it will appear to their followers, and the less likely the post is to achieve a good engagement.
From the creative production, to the product you offer, to the budget pot for fees you have to spend, this process is a business transaction that works both ways, so make sure you both reap the benefits for the partnership. You’ll find the final quality to be much better this way too.
Beware of agency fees. Make sure you agree whether this is to be included within the influencers fee, or separated out, at the time of contracting.
How to measure ROI (or, Return of Influence)
Influencer marketing sits quite nicely between earned PR and paid for social advertising. This means the metrics we look at for these digital PR tactics are not dissimilar to those we like to look at for influencer marketing. Like other digital PR tactics, you can set clear performance goals.
Whilst 85% of marketers cite engagement as the biggest metric of success for influencer marketing, influencers also play an important role in the purchase journey. It’s common to have traffic driving or sales goals so affiliate codes or UTM links are the way to go so you can see in GA exactly who brought audiences to your site.
Here’s where you can monitor the data:
- Reach and engagement – in platform
- Website traffic and sales – via Google Analytics
- Sentiment analysis – social listening
Once your partnership is complete, go back over the results and evaluate its performance against the ROI metrics most relevant to your original goals. Use these learnings for your next influencer marketing activity so you can continue to better performance every time you collaborate.
Article written by Sophie Moore, senior digital planner at agency Bottle PR