Step 1: Define your goals and your target audience
The first thing you need to do before you start looking for influencers is to be clear about what you want to achieve with your campaign and who you want to reach . Do you want to increase the awareness of your brand, generate more sales, capture leads, improve your online reputation, or something else? What type of audience do you want to attract, what age are they, what interests do they have, what consumer habits do they use, what social networks do they use?
These questions will help you define two of the main pillars of your influencer campaign :
Your SMART goals: specific, measurable, achievable, relevant and time-bound;
and your buyer persona , i.e. the ideal profile of your potential customer. By network marketing contact database understanding your buyer persona, you can tailor your messages and content to their needs and preferences, attracting and converting more potential customers into customers.
A precise definition of your campaign objectives and buyer persona will allow you to target your influencer campaign more accurately and effectively. And above all, choose the right influencer.
Step 2: Choose the right influencers for your campaign
Once you have a clear idea of what you want to achieve and who you want to reach, the next step is to choose the influencers that best fit your campaign. Remember that it is not about working with the most famous figures on social media or with those you like the most, but with influencers who have followers that fit your buyer persona . That is why it is very important that you take into account some factors , such as:
Relevance : The influencer should be related to your industry, product or service, and have an audience that is similar to your target audience . For example, if you have a natural beauty brand, it would be best to collaborate with an influencer who talks about organic products and healthy living. Also, don't just look at the number of followers they have, but also at the quality and engagement of those followers.
Credibility : They should convey trust, honesty, and professionalism, and have a good online reputation . Avoid influencers who have fake followers, who do covert advertising, or who change their minds to suit themselves.
Affinity : It is very important that the influencer shares the values, philosophy and tone of your brand , and above all, is in tune with you. Look for influencers who identify with your value proposition and who are willing to collaborate in a transparent and creative way.
If you want to find the right influencers for your campaign, you can use specialized tools , such as Hootsuite, Buzzsumo, Heepsy or SocialPubli , which allow you to filter by different criteria, such as number of followers, location, niche, engagement, etc. You can also do a manual search on social networks , using hashtags , keywords or recommendations from other users .
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Step 3: Set your campaign budget and conditions
So, once you have chosen the influencers you want for your campaign, you have to contact them and negotiate the conditions and budget of the campaign. For this, it is very important that you take into account these four aspects in your campaign:
Type of collaboration : There are many ways to collaborate with influencers, such as sending free products or services, paying per post, sharing content, sponsorship, affiliate, giveaway, event , etc. Choose the modality that best suits your campaign and your budget, and make sure the influencer agrees to it.
Content Type : Define the type of content you want the influencer to generate for your campaign using these variables:
The format : image, video, text;
Social media : Instagram, YouTube, TikTok, etc.
The tone : formal, informal, fun, daring, etc.;
The message : informative, persuasive, emotional, etc.;
The style : original, creative, professional, etc.
Let the influencer know what you want them to communicate, but respect their creative freedom and personality . Establishing authentic and respectful relationships is the foundation of any successful campaign.
Calendar : Define your campaign calendar, indicating the dates and times of content publication, delivery times, reviews, reports, etc. Coordinate with the influencer to ensure they adhere to the calendar and avoid last-minute changes.
Monitoring : Keep track of your campaign by monitoring the content that the influencer publishes, the comments and reactions they generate, the traffic they direct to your website, the conversions they achieve, etc.
Don’t get lost in a sea of meaningless metrics. Instead of obsessing over likes and followers, focus on metrics that really matter. Increase in conversions? Brand awareness? These are the gems you should be chasing! Use analytics tools, such as Google Analytics, Facebook Insights, Instagram Insights , etc., to measure your campaign performance and return on investment (ROI) .
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Step 4: Evaluate the results
We have reached the most important moment of the campaign with influencers. What matters here is to evaluate the results, comparing the objectives you had set at the beginning with the data you have obtained. This way you will be able to know if your campaign has been successful or not, and what aspects you can improve for future campaigns.
For example, if your goal was to generate sales, you'll need to review the number of products sold during the campaign period. You can do this through promotional codes or special links that you give to the influencer so that their followers can purchase your products. If your goal was to increase visits to your site, you'll be able to review your Google Analytics statistics to see if there has been an increase during the campaign period.