How To
9 min read

7 Key Steps to Launch a Perfect Influencer Marketing Campaign

David Morneau

June 27, 2022

Influencer marketing is not just booming these days – it is completely changing our ideas about brand promotion, business growth, and business-consumer relations. 

In fact, influencer marketing spending is growing at an unprecedented rate – in 2021, businesses spent $3.69 billion in the USA alone. 

Image source: Statista

If you want to stay up to date with the changing marketing landscape and grow your business by leveraging social media exposure, it is time to launch an influencer marketing campaign. 

To make sure your brand benefits from a collaboration with a social media influencer, consider these 7 essential steps to launch a killer campaign. 

1. Work Out Your Influencer Campaign Goals

Before you dive into a marketing collaboration with a social media influencer, make sure to define your goals. Why are you launching this campaign? How do you see it develop? What are your expected outcomes? Answering these questions is essential to the process of working out the most effective strategies for your influencer marketing effort. 

 

Besides, take into account the following aspects of your future campaign:

 

Choice of the social media platform where your collaboration will take place. For example, if your target audience consists primarily of Gen Z customers, TikTok is the place to be. If you’re aiming at reaching the tech crowd, YouTube is a better choice. Once you determine the platform, you’ll be able to significantly narrow down your search for the right influencer. 

 

Your key KPIs and metrics. Decide on what you want to achieve or improve in the context of your business growth. It could be:

 

  • Boosting brand awareness and recognition;
  • Increasing customer engagement and loyalty;
  • Growing your social media following;
  • Generating more demand and leads;
  • Driving up sales;
  • Reaching new target audiences, etc.  

 

The more profound your initial goal analysis is the clearer your vision of a perfect influencer marketing campaign you will arrive at. 

2. Decide on the Type of Influencer You Want to Collaborate with

Influencers are a diverse crowd. Based on the number of followers, marketers usually roughly distinguish between: 

  • Nano-influencers (up to 10 thousand followers);
  • Micro-influencers (10-100 thousand followers);
  • Macro-influencers (from 100 thousand to 1 million followers);
  • And mega-influencers (more than 1 million followers). 

Collaborating with influencers who have fewer followers is naturally cheaper, while mega-influencers are closer to celebrities – hard to chase and costly to work with. 

If you’re a smaller brand, we recommend that you consider nano- and micro-followers for several reasons (apart from the cost): 

  • They tend to have a higher audience engagement rate;
  • Their followers are a more loyal audience;
  • They are easy to reach out to;
  • They cater to more narrow, specific niches

Speaking of niches, pay attention to what type of content the influencer you’re considering creates. What is their area of expertise? What is their target audience? Do these align with your brand and its vision? Are you looking for fashion, lifestyle, sports, nutrition, or another type of influencer? 

For example, you’re a growing streetwear brand in search of new customers among young, active people who love fashion and will appreciate your approach to creating unique clothes. 

Then look for fashion influencers who are passionate about the same aesthetic and will be enthusiastic about representing your brand. 

Valentin Bruneau is an excellent example of such an influencer – he works with aspiring and renowned brands and highlights the product’s aesthetic in the visual content he creates for his audiences. 

Image source: https://www.instagram.com/valentinbruneau/

Bottom line: having a well-defined influencer profile will simplify your search process and guarantee a perfect match for a successful collaboration effort. 

3. Determine the Type of Influencer Collaboration for Your Business

It is not only bout the right influencer to spot. 

The collaboration format you choose is also of paramount importance to the success of your influencer marketing campaign. 

Major types of influencer campaigns include: 

  • Product reviews. In this type of collaboration, a brand provides their product or offers their service to the influencer to try out and post a detailed review that outlines its positive features.  

Image source: https://www.youtube.com/watch?v=fb6fS0eujaI&ab_channel=AudreyVictoria. 

  • Unboxing/unpacking videos. This is a subtype of a product review that focuses on the influencer unpacking the product and describing its design and functionality in the process. Unboxing videos have grown to be extremely popular in recent years so if your product is visually appealing, you might opt for this type of influencer campaign. 

Image source: https://www.youtube.com/watch?v=b0rvYGebJXw&ab_channel=TechSpurt

  • Sponsored posts. This is a classic type of influencer marketing campaign, nothing extra. A brand simply reaches out to an influencer and asks them to promote their product or service in their social media content. Sponsored posts are the closest thing to traditional ads on the list but they are much less intrusive because influencers strive to organically integrate your product promotion into their social media activity. 

Image source: https://www.instagram.com/p/CdrKQj2PPdo/

You can also consider long-term types of collaboration: 

  • Affiliate campaigns. Affiliate marketing is already a time-tested tool but bringing an influencer on as an affiliate is an even more advantageous strategy. They will earn a commission for promoting your product among their audiences. Many marketers prefer affiliate influencer marketing because it is a very “traceable” collaboration type. You can exactly see how many clicks and sales an influencer drives for your brand.  
  • Brand ambassador programs. You can take it a step further and make an influencer your brand ambassador. This is a more exclusive and long-term type of influencer marketing campaign where the influencer essentially becomes the voice of your brand, promoting not only your products and services but your brand vision and philosophy too. 

If you want to go a bit experimental, we have an idea for you too: 

  • Social media takeovers. This is one of the latest trends in influencer marketing. Social media takeover is usually an hour, day, or several days when an influencer literally takes over your social media page and can post content on your behalf during this period. This type of collaboration is great if you need exposure to new audiences and/or your existing followers don’t demonstrate sufficient engagement. 

4. Find the Best Ways to Connect with the Right Influencers

You already know what kind of influencer you need and the type of collaboration that will benefit your business the most. Now it’s time to do some fieldwork and look for the right influencer. 

Essentially, you can go two different ways here: conduct your search manually or use special automated influencer marketing tools. 

Manual Search 

If the first option is your choice, you can simplify the manual search by:

  • Using hashtags on different social media platforms. Social media influencers strive to be visible, and hashtags are an excellent way to boost visibility. Leverage that by filtering your search results by using the hashtags relevant to your niche. For instance, if you’re looking for a beauty influencer, try such tags as #beautyblogger, #beautyinfluencer, #beautyinspiration, #beautytips, etc. 

Image source: https://www.instagram.com/explore/tags/beautyinfluencer/. 

  • Using Google search. Yes, sometimes it’s that simple. Use search keywords in the same way you did with hashtags and find popular influencers whose content is trending online.
  • Browsing your social media followers. Chances are, the perfect influencer is already part of your social media audience. Browse your follower lists and look for content creators whose style and vision align with your brand. A great advantage of this approach is that the chosen influencer is already interested in your product/service since they are following your account. 

Automated Search Tools  

If you don’t want to spend hours on manual search, you can use one of many available influencer search tools out there. 

Influencer search software allows you to utilize a variety of filters to find the most relevant influencers from large databases. You get top results within seconds and can start reaching out to the best candidates right away. An added bonus of using automated influencer search tools is that you can see analytical data on the chosen influencer’s performance. 

Pro-tip: While you can opt for influencer search software with huge databases across multiple social media platforms, solutions that focus on one or two social media usually give you more accurate and relevant results. For example, InBeat specializes in finding top TikTok and Instagram micro and nano-influencers for your influencer marketing campaign. 

5. Pitch to the Chosen Influencer

When it comes to influencer marketing campaigns, remember that you’re not the only party choosing here. Influencers also strive to be selective about the brands they collaborate with, and one of your tasks is to incentivize them.

To create an appealing pitch to the influencer of your choice, take into account the following: 

  • Personalize your pitch. Let the influencer know you are familiar with their content and style, address them by their name, and establish a friendly tone. Show appreciation for their work as well – it will help you inspire trust and enthusiasm in the recipient. 
  • Be specific about what you want from the influencer. Tell them about your marketing campaign goals, content expectations, collaboration type you want to pursue, etc. Where applicable, set a timeline and provide key KPIs for the influencer’s work.
  • Clearly outline the benefits the influencer will gain from your collaboration. Whether it is direct material compensation, commission, discounts or other perks from your brand, or other incentives – be specific and honest with what you can offer. 
  • Keep it short and simple. No fluff – get right to the point.  

 

6. Coordinate the Influencer Marketing Campaign Wisely

Naturally, upon launching the influencer marketing campaign, you will want to oversee the process and track its progress to see if things are on the right track. 

 

The best thing you can do to ensure that everything runs smoothly and the chosen influencer knows what to do is to provide clear guidelines and briefs for the posts, explainer videos, or other types of content you expect to see with your product. 

 

Another crucial aspect of campaign coordination is staying in touch with the influencer. Communicating and bringing each other up to date is key – organize a convenient space for interaction and set up a chat/call schedule. Such apps as Slack, Flock, or Discord can become your digital workplace.  

 

Image source: Slack

 

But remember: don’t overdo it with your urge to control how the campaign is running. Influencers are professionals in what they do – that is, creating content and engaging audiences, encouraging them to make buying decisions. 

 

Don’t try to micromanage the influencer or be too rigid – leave some space for flexibility and creative decisions on the part of the influencer. You are the guiding force behind the campaign goals and brand vision, while the influencer is responsible for manifesting those in what they post to their social media. 

7. Track and Analyze Campaign Success

Finally, it is important to have the opportunity to measure the progress and results of your influencer marketing campaign. 

Tracking your success across essential KPIs is not only a way to make sure the influencer marketing strategy of your choice yields substantial results, but it is also a must if you want to implement necessary changes and improvements in a timely manner. 

Additionally, you can see how well the influencer is doing on their end of things, including their engagement effort and audience reach. 

Take note of these key influencer marketing KPIs in your campaign: 

  • Brand awareness and reach. This metric is a manifestation of the influencer’s ability to leverage their followership. The more they expose your brand to their audience, the bigger reach your business achieves. It also has a direct effect on your brand awareness – a bigger number of consumers will come in contact with your products via the influencer’s content. So if the figures across these two metrics are on the rise, your influencer marketing campaign is on the right track. 
  • Click-through rate. CTR is a crucial metric that shows the percentage of clicks on your links vs. the number of people who saw these links. The CTR is a reflection of the content quality your campaign generates – people will be compelled to visit your landing or product page based on how the influencer promotes your brand. 
  • Referral traffic. This metric refers to the number of people who land on your site without looking you up on search engines but rather through other domains. Campaign-driven traffic is a great indicator of your influencer collaboration success. Since social media is one of the major sources of referral traffic, the influencer’s content about your brand will inevitably drive more visitors to your site. 
  • Follower growth. This is a very transparent KPI that shows how many social media users decide to follow your brand account upon seeing your product in the influencer’s content. Your new followers will also be more enthusiastic about interacting with your brand outside social media. Consistent follower growth is a sign your influencer marketing strategy is working. 
  • Audience engagement. The number of followers alone is not an entirely reliable metric, though. Audience engagement with the content about your brand is a much more important aspect to track. The more likes, comments, impressions, and reposts the campaign content receives, the more leads it will generate.   
  • Number of conversions. This is the ultimate KPI that reflects your sales potential throughout the influencer marketing campaign. Conversions are a clear indication of how effective your influencer marketing strategy is. High conversion rates will manifest in better sales, more customers, and a higher ROI. 

Conclusion

As you can see, launching a killer influencer marketing campaign is about having clear goals and finding the right influencer for the job. 

Virtually every business can benefit from the power of influencer marketing these days – leverage it and don’t be afraid to get creative. Social media users are open-minded and curious customers who will respond to authentic, dynamic marketing content. 

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