Like most things in life, marketing campaigns rarely pay off if you don’t put in the hard work beforehand. In order to have great results, you have to approach your campaign from a strategic perspective from the very outset. And that starts here, with campaign definition. Keep reading to learn all about the types of campaigns that exist, how to create a marketing proposal, and more.
Before you even start thinking about the campaign, there are some general caveats we’d like to point out. Keeping these in mind will help you define a campaign that’s realistic for you, which will in turn lead to greater chance of success.
Before you start
1. Understand your investment capacity
Decide now what you can offer an influencer as incentive, and what the value of that is. Keep in mind that incentives can be monetary or non-monetary. For some influencers, products or experiences may be sufficient compensation. This depends primarily on two factors: the influencer’s status and the perceived value of your product. An influencer with 1M followers will require more compensation than one with 1K. Likewise, a fancy watch will be a more attractive incentive than a pack of cookies.
2. Don’t forget about shipping and handling
Despite the rampant digitalization of our world, sending and receiving items is still a very physical process. While product is the cheaper way to incentivize influencers (as the cost is the cost of production), don’t forget about any shipping and handling charges you may incur. If your product isn’t digital, you’re going to have to spend money and time to get it to influencers. Try to eliminate these when possible. For example, offer influencers an email voucher that they can then redeem for what they like.
3. Take the calendar seriously
In an ideal world, everything would go according to schedule. But we know that’s not the case, so it’s essential to leave yourself some leeway in case you run into hurdles. Ideally, you want to start planning and reaching out to influencers at least a month before the target launch date. Furthermore, make sure your marketing calendar is in sync with the other areas of your company. If your campaign goal is sales of a new product, it goes without saying you’ll have to schedule the campaign launch for when the product is already on the market.
4. Establish your target audience
Doing your market research and knowing your target audience will help you narrow down what type of influencer you want. But stay flexible, especially when searching. If you’re targeting people aged 30-35, expand your age range a bit. Who knows, an influencer who’s 28 could be the best person for your campaign. Additionally, don’t forget to also analyze the influencer’s audience to see if they match your target. Heepsy makes this process a lot easier, but you need to show up with flexibility in the right places.
5. Know your limits.
Don’t copy your competitor, however great they may seem. This won’t do anything to help your own brand stand out. Also, be conscious of the creative limits of your brand across sectors and social networks. A huge music festival like Glastonbury– which has a audiovisual product and large teams of people working behind them– has a different creative capacity than a local hardware store, for example. But that doesn’t mean that you can’t make influencer marketing work for you. You just need to know what you’re capable of.
When you’re defining your campaign, there are a lot of things to consider. We’ve created a list of important aspects of influencer marketing campaigns to help you get started.
Choosing the type of campaign
Influencers can generally be classified into five tiers based on their number of followers:
There are two main paths to social media fame:
Every channel is a bit different, and some are better suited for certain campaigns than others. Instagram is the most popular platform overall, with most campaigns including it in some way.
In this guide, we primarily focus on how to run a campaign on Instagram. But most of the information included herein is transferable to other channels.
Instagram offers various content formats, each with its own advantages.
In addition to considering the type of media you want for your campaign, you should also think about any specific type of content that you’d like to use. As technology advances more each day, the creative possibilities are near endless for what you can do to show off your product or service.
How will you pay your influencers? Remember that incentive can be monetary or non-monetary.
Another important way to define your campaign is by its duration. Are you pushing your marketing at a certain time of year? Is it seasonal? Do you want something long-term? There are two main types of campaigns:
Tokyo, a golden retriever from Barcelona (@tokyothepuppy) promotes Kiwoko in Summer and Christmas ‘19.
This is the most important thing to define: what do you hope to get out of this campaign? These are some of the common goals of influencer marketing campaigns.
Having clear objectives is critical for any successful influencer marketing campaign. Once you set your objectives, you can develop your key performance indicators, or KPIs. These are measurable values that illustrate how well a company is achieving its established objectives. KPIs can really be anything, and they vary depending on your objectives. So, for example, if your objective is to boost brand engagement on social media, you may want to measure comments and likes as KPIs.
Before you put your campaign’s wheels in motion, it’s important to analyze the estimated impact against the investment to check if the campaign is viable and worth your effort.
Estimating your campaign’s impact
MEASURING YOUR INVESTMENT
MEASURE YOUR ESTIMATED RESULTS
A marketing proposal is the document that an agency prepares to present a campaign to the client for approval. It could also be presented by a marketing department to senior management, or by marketing analysts to their boss. While proposals may have been printed paper documents in the past, nowadays nearly all of them are visual presentations. This section will outline what to include to create a killer proposal that will help get your campaigns put into action.
Creating a great proposal
What can you expect from an influencer marketing campaign? Well, there are some important things to keep in mind in order to ensure that your campaign goes according to plan.
QUALITY OF RESULTS
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