5 tips to get results from your influencer marketing plan

Christian Brown is the co-founder and CMO of Gleweean all-in-one platform to connect, collaborate and execute influencer marketing campaigns.

Influencer marketing has established itself as a leading digital marketing method. Its unique blend of authenticity, creativity and audience reach has catapulted it from a $1.7 billion industry in 2016 to a $13.8 billion industry in 2021, and it is expected to reach $16.4 billion by 2022. As a result, companies need to create and implement an influencer marketing plan or risk falling behind in this rapidly changing digital age.

What is an influencer marketing plan and why is it important?

You wouldn’t start building a house without a blueprint. The same goes for an influencer marketing campaign. It all starts with an influencer marketing plan, or the brand’s strategy for working directly with influencers. Remember that each company’s influencer marketing plan will look different depending on the campaign’s goals and budget. While no plan is “one size fits all,” the key components of any influencer marketing plan are:

• The target group of the brand (the target group that the brand wants to reach).

• Campaign goals and measurable objectives (what needs to be done).

• The campaign Critical Performance Indicatorsalso known as KPIs (how a brand will measure its success).

• The campaign’s favorite social media platforms (Instagram, TikTok, Twitter, etc.).

• The campaign’s preferred social media post types (feed post, story post, link in bio, etc.).

• A timeline.

• A financial plan/budget.

Brands aren’t the only ones benefiting from strategic guardrails; this also applies to influencers in the form of an influencer briefing. An influencer brief is a document created by the brand or agency that outlines the content creator’s campaign details. This includes information about the brand and product being promoted, brand hashtags, preferred marketing channels, a style and format guide, campaign goals, and success metrics.

An influencer briefing helps the influencer understand the basics of the brand. This way they can generate effective, engaging content that aligns with the brand’s principles and mission, complete with their own creative edge. It is also used as a reference throughout the artistic process, clearing up any confusion between companies and influencers. At its core, an influencer briefing helps produce a more effective, efficient campaign, increasing the likelihood of a higher return on investment.

The road to a successful campaign is paved with both an influencer marketing plan and an influencer briefing. These two elements keep both parties aligned: both the brand and the creator know what is expected of them and how to execute, correctly measure and quantify the success of the campaign.

So how can you create an influencer marketing plan that produces the best results?

1. Do your research.

A brand’s very first priority is to identify the target audience for its influencer marketing campaign. First, consider your ideal customer’s demographics, including age, gender, interests, income level, and the country or region where they live. In addition, it is important to discern the interests and values ​​of the target audience, which will help determine the right influencers to bring in for the campaign.

2. Identify campaign goals.

Influencer marketing campaigns are very effective for a reason. They cast a wide net for opportunities by building brand recognition, generating sales, increasing site traffic, growing a company’s social following, and more. It is up to the brand to define the campaign goals along with some measurable objectives and KPIs. Once the objectives are set, you can start researching influencers who align with your brand and who can help you achieve your goals.

3. Choose your social media platforms.

Between TikTok, Instagram, YouTube, Twitter, and Meta, there’s no shortage of options for an influencer marketing campaign (and the list keeps growing). As a brand, it is of the utmost importance to determine which social media platform(s) you want to use. Then, using the information gathered from the research phase, you can focus on the social media platforms most relevant to your goals and objectives.

4. Establish a realistic timeline and budget.

Transparency about time and financial expectations are essential for a successful influencer marketing campaign. Brands must establish deliverables and timeline deadlines for each influencer in the campaign. In addition, brands must consider shipping times when shipping products to influencers.

As for budgeting, break down the entire influencer marketing campaign budget before you start looking for potential influencers. Once you have a baseline, you can effectively allocate your budget to maximize results.

5. Keep track of the moving parts of your campaign.

It takes a lot of work to keep track of all the moving parts. An effective influencer marketing campaign requires coordination between multiple team members, including (but not limited to) marketing, sales, PR, legal, accounting, and customer service. Not only do you have to keep track of all these different team members and their tasks, but you also have to make sure that everyone is seamlessly working together towards common goals. If this seems like too much of a task, there are several influencer marketing campaign tools available that can help you track your team members’ progress, assign tasks, set deadlines, and get the return on investment (ROI) quickly and efficiently to keep up.

Working with influencers should be an exciting, engaging and unique way to connect with your audience. Let influencers and creators be the voice of your brand’s story, post by post!