Your complete influencer marketing strategy guide for 2019 - Talkwalker
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Your complete influencer
marketing strategy guide
for 2019
$6.85 potential ROI
Influencer marketing is big. And when planned strategically, it’s
effective. With an average of $6.85 ROI for every dollar invested.
But with millions of potential influencers that your brand can choose
from, it’s hard to know where to start.
That’s why I’ve put together this strategy guide. To help you effectively
plan your influencer marketing campaigns, and measure the impact of
your success. With a few simple steps, you too can achieve fantastic
ROI results with minimal effort. And overcome the major challenges of
influencer marketing, such as:
• Where does your influencer campaign fit in your overall
marketing strategy?
• Who are the best influencers for your brand?
• How do you accurately brief influencers?
• What is the best way to measure the success of your
campaign?
Challenge - Where
do influencers fit?
Before you start, you need to consider where your influencers will fit in
your overall marketing strategy. Whether you’re just planning to build
your brand awareness, or launching a new product, think about how
all your campaign efforts can align.
Consider your consumer buying journey and where each element of
your campaign sits within that journey.
The main stages are:-
• Awareness
When your consumer first becomes aware of your brand.
• Consideration
When that awareness becomes progressively more active, as they
look towards a purchase.
• Evaluation
When consumers compare your brand against competitors and
other market options.
• Decision
When they finally choose to purchase from your brand.
Which part of that journey will you focus on? Or can different elements of your
campaign focus on different stages? You could use your advertising efforts
to boost awareness, your PR activities to drive consideration, and then your
influencer campaign to promote evaluation. You need to get a broader picture
of exactly where your influencer marketing actions will fit.
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YOUR COMPLETE INFLUENCER MARKETING STRATEGY GUIDE FOR 2019
Determine your goal
Now you know where your influencer campaign will fit, set a goal. That means,
don’t just set a target like increase awareness, or improve likes. Set something
that is tangible, that you can accurately measure. Which means thinking
S.M.A.R.T. That means you want goals that are:-
• Specific
Be specific with what you want to achieve. Whether that improves
social channel traffic conversions by 15% month-on-month, or final
product sales by 20%.
• Measurable
Make the goals measurable. That means setting a benchmark
before the campaign to compare your results to after (or during).
• Attainable
Aim for attainability. We’d all love 100% growth year-on-year but is
that really achievable or just pie in the sky?
• Relevant
Think back to your overall strategy. Make sure your influencer
marketing goal is relevant to your complete campaign (and
business) objectives.
• Time-based
If you want to hit a goal, you have to set a deadline. But don’t forget,
it must be attainable.
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Challenge - Who do you define
as your ideal influencer(s)?
Now, you can start to categorize who your perfect influencers would be.
There are a few things you should consider:-
• Target audience
Who do you want to target? Every person will have a specific
audience (or audiences, as they will vary channel to channel), so you
need to know who you want to speak to, and target influencers who
target them. Kendall Jenner would be perfect if you’re targeting a
fashion-savvy audience. Less so if you’re targeting the tech industry.
• Reach/engagement
This is a two-sided coin. Generally, you either get celebrity influencers
with huge reach, but minimal active engagement, or highly engaged
industry experts and micro-influencers with high engagement levels,
but much smaller audiences. Look back to your goal to see what is
more important, or try to incorporate several levels of influencers to
get a balance of reach and engagement.
• Social networks
It’s also worth carefully considering which network you want to
target. If you want in-depth content reviews, you want to engage
with bloggers and YouTube personalities, while if you want strong,
shareable visuals, Instagram is more suitable for your strategy.
• Budget
What budget you have available will define what influencers you can
use. While celebrities can quickly burn through your budget with just
one post, micro-influencers (who we think will be important in 2019)
will be much more cost-effective.
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Influencer identification
The next stage is identifying your influencers. For this to work effectively, you
need to use an influencer marketing platform.
By searching live social data, you can search influencers in real-time, and
ensure you engage the ones that are relevant today.
You can filter influencers by reach, the number of mentions, or relevancy. So
you can find the influencers you have defined (whether macro, micro or brand
ambassador).
Relevancy
Talkwalker’s Influencer One is particularly clever when it comes to engagement.
Our unique relevancy metric separates influencers with short-term
engagement (people that gained virality overnight, and therefore aren’t useful),
and those that gain consistent engagement in their marketplace.
Influencer One identifies influencers based on keywords, interests, bios and more,
then ranks them by relevancy.
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Coordinate your processes
46% of marketers state they struggle to manage their influencers. The next part
of the strategy will be the part that causes this challenge. The next stage of the
plan will involve tens, hundreds, or maybe thousands of influencers. And each
one will be producing content that you need to track and analyze. It will be a big
task.
Therefore, now is the time to put processes in place to handle that additional
workload:-
• Assign each influencer, one point of contact. That could be a campaign
lead, or a team member that will coordinate a particular group of
influencers. Either way, this means that each influencer will receive clear
direction, and you don’t risk causing confusion from multiple contact
points.
• Create one central hub for tracking all your influencers and related
communications. This is essential for ensuring all your team remain
connected, and forms a backup in case of disruptions caused by sickness
or leave.
• Monitor your workflow regularly. Track as each influencer moves from
identified to engaged, for a consistent overview of how your campaign is
working.
Influencer One provides a central location for your influencer campaigns
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7 TALKWALKER ©Challenge - How do you brief
your influencers?
Now that you’re prepared to engage your influencers, you can start to
brief them. For this, you need a balance of ensuring the influencer has
all the relevant information they need, but doesn’t overwhelm them
with too many unnecessary details. It is meant to be brief after all.
The template below should help you structure your brief effectively.
Who? Who do you want your influencer to engage? Give them as broad an
understanding of the audience as you have.
What? What do you want the influencer to do? Tie this back to your own
KPIs, so if you want shares, actions, likes, tell the influencer now.
Clearly define your expectations now (number of posts, number of
comments, click-through rate) and your time limits, or it will cause
issues later.
Why? Why should your influencer’s audience engage? For this, brief your
influencer as you would an agency. You have defined them as an
influencer that aligned with your brand philosophy, so you now need
to introduce them to your brand. Highlight your USPs, brand purpose,
campaign ideas, and anything else that would inspire.
Don’t constrict your influencer. You are using them for their creativity,
and by limiting their abilities, you will lose the authenticity (and impact)
of your campaign.
Relevant Provide any essential marketing materials the influencer may need.
material Images, logos, straplines, product samples, etc, etc.
Compensation How much are you willing to offer your influencer for their work on
this campaign? It’s best to cross this hurdle now, rather than wait until
further down the line and risk complications. But don’t automatically
assume payment is needed. Some micro-influencers would be happy
to accept goods for payment.
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Measuring your results
This is where your entire strategy comes together. By establishing your
S.M.A.R.T. goal from the start, you now know exactly what to measure to
establish the success of your campaign.
The trick here is that measuring reach or engagement won’t be the ultimate
definition of success. Maximizing your reach, or improving engagement, are
just steps towards your goals - and only measuring them will just be vanity.
Nice to know, but won’t impact your final business goal.
Instead, focus on EMV or ROI. Earned Media Value takes into account all the
aspects of your campaigns, with metrics that align with your other social
media campaigns. There are several individual factors to account for in the
formula, that allow you to adjust your figures to suit your industry standards
and previous benchmarks:-
EMV = ((CPM x Reach/1000) + (CPE x Engagement)) x ConversionFactor
The ROI is a comparison of this value with the budget you assigned to the
campaign. Again, making it easier to compare the impact of your influencer
marketing results to your other marketing efforts
Influencer One makes measuring the impact of your influencer campaign simple.
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Keep it simple stupid
An influencer marketing strategy doesn’t need to be complicated. In fact, when
you’re dealing with hundreds of potential brand ambassadors, keeping it simple
is essential so you don’t complicate your campaign with finite details.
Focus on aligned, S.M.A.R.T. goals, and continue those goals throughout, with
accurate measurement at the end.
To see how Influencer One can improve your influencer strategy, you can
request a free demo below.
Boost your influencer marketing strategy
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