6 Steps to a Successful Social Influencer Marketing Campaign

6 Steps to a Successful Social Influencer Marketing Campaign

#1: Identify the Goal for Your Influencer Marketing Campaign To build a successful influencer marketing program for your business, you’ll need to determine how the program fits into your overall goals. For example, if you want to improve content promotion, think about your business’s social media reach, post engagement, and follower growth. #2: Define Your Ideal Influencer Profile Social media influencers are social media users who have an established credibility and audience. The number-one challenge that marketers cite when rolling out an influencer marketing program is identifying the right influencers to work with. You can also look up relevant keywords in social media searches to find influencers who post about your industry or competitors. Some social media networks, such as Instagram, will even give you recommendations of their own when you follow an influencer on the platform. However, 79% of social influencers prefer businesses to reach out to them directly. Before reaching out, find out everything you can about your influencer. As studies continue to highlight the ways in which social media marketing influences purchasing behaviors, marketers have acknowledged that social channels are more than just a nice-to-have. Even more, it’s the social proof that social media influencers and everyday customers are creating for brands and sharing on these channels that allow companies to reach and resonate with customers in a more natural and effective way.

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Interested in working with social influencers to promote your product?

Wondering how to find and connect with the right influencers?

Social media influencers can help share your brand message to a wider, yet tailored, audience.

In this article, you’ll discover six steps to running an effective influencer program for your business.

6 Steps to a Successful Social Influencer Marketing Campaign by Juliet Carnoy on Social Media Examiner.
6 Steps to a Successful Social Influencer Marketing Campaign by Juliet Carnoy on Social Media Examiner.

#1: Identify the Goal for Your Influencer Marketing Campaign

To build a successful influencer marketing program for your business, you’ll need to determine how the program fits into your overall goals. Every marketing channel plays a role in moving the needle for the business and your influencer marketing program should be no different.

Typically, businesses look to influencers to help create and promote brand content around an event or product launch. But these aren’t the only reasons why marketers leverage influencers.

Air Canada partnered with Instagram influencers to promote new routes to Amsterdam, Mexico City, and Dubai.
Air Canada partnered with Instagram influencers to promote new routes to Amsterdam, Mexico City, and Dubai.

According to Augure’s State of Influencer Engagement 2015 study, participants cited these reasons for working with influencers:

  • Content promotion
  • Product launch
  • Content creation
  • Event management
  • Corporate communications
  • SEO
  • Crisis management

Once you’ve settled on the overarching goal of your program, attach 2-3 key performance indicators (KPIs) for each of these goals. For example, if you want to improve content promotion, think about your business’s social media reach, post engagement, and follower growth.

#2: Define Your Ideal Influencer Profile

Social media influencers are social media users who have an established credibility and audience. These are users who can persuade others by virtue of their trustworthiness and authenticity.

The number-one challenge that marketers cite when rolling out an influencer marketing program is identifying the right influencers to work with. There are many different types of users who have built large followings online.

Gap recruited a variety of social media influencers for their Styld.by campaign.
Gap recruited a variety of social media influencers for their Styld.by campaign.

To tailor the selection process, consider these five golden rules for potential influencers:

  • Have a large and engaged audience
  • Relevant to your customers
  • Appear to be authentic
  • Active on social media and post frequently
  • Have a tone and style that match those of your brand

However, avoid confusing size with influence. The key to a successful influencer program is to uncover and align with the people who have the attention and respect of their audiences, not just people with the most followers. In fact, Digiday published a study that shows that the influencers with the most engaged audiences have between 10,000 and 100,000 followers, not followings in the millions.

Gap partnered with lifestyle writer Cat Juan Ledsma to reach a niche audience for their Styld.by campaign on Instagram.
Gap partnered with lifestyle writer Cat Juan Ledesma to reach a niche audience for their Styld.by campaign on Instagram.

#3: Find Potential Influencers

Now that you know which types of influencers are a good fit for your brand, you’ll need to identify the influencers you want to partner with. If you aren’t using influencer marketing software, there are several ways to find influencers manually.

Do a Hashtag Search

The easiest way to find your brand influencers is to explore who’s already posting…