Earlier this week we showed you the first stage of how to create a campaign using influencers – we’re back to give share with you the rest of our tips! Stage 1 was defining your goals, so let’s jump straight in with the other stages…
Stage 2: Figure Out Your Budget
In an ideal world, you’ll be able to email an influencer letting them know that you’d love to send them a bunch of your products and that you’d like them to naturally mention your product in their posts. Unfortunately, it doesn’t work like that and you’ll have to establish a budget. These social media bloggers should be paid for their time, and the fact that they have spent years cultivating, nurturing and growing their audience. For influencers with smaller audiences, you should expect to be paying your influencers around £50 per post – however this can easily rise to £500 with bigger names.
Stage 3: Determine Who You Want to Work With
Although the numbers help, you need to remember that a social following does not directly affect how much influence the person has. Consider targeting influencers that align with your brand image and values. If you own a sports brand why would you look into employing an influencer who has a target audience of foodies? We’ve put together a small list of things to ask yourself when looking at an influencer:
- Where are they located? Are they local? Do they speak your language?
- Do they have any brand affinity?
- How many shares are their posts getting?
- What are their average comments per post?
- What level of social engagement do they tend to get on their posts?
Stage 4: Run and Analyse Your Campaign
After letting the influencer post about your products for a few weeks/months, you need to take a step back and think about how your influencer campaign is performing. Of course, there is no guarantee that it will perform, however, check your trends and analyse how your products have been selling using Google Analytics and other data software to see how it went and whether it would be worth running another. If it did go well, consider using a new influencer with a very slightly different target audience in order to grow your followers and increase your reach.
We hope you can see how much an influencer can offer to a brand. They can personalise your content and make your audience grow further than you could imagine. Give it a go!