What are the micro influencer marketing campaign best practices? How to make sure the campaigns turn out successful? These are questions our experts and campaign managers get asked a lot.
So we decided to take our learnings from over 500 campaigns and put them together into an 8 section checklist. So that you can make sure your micro influencer campaigns are optimized for success.
You can also request to have a simple checklist of the micro influencer marketing best practices sent to your via email. So that you can easily take it with you to your next campaign meeting.
1. Set tangible goals
Are your campaign goals brand awareness and trust generation or sales creation? How much people you want to reach or how much ROI you would like to generate? These are the types of questions you need to ask in the beginning of the campaign. They will then determine the whole scope of the campaign, so be very specific.
2. Find many suitable micro-influencers
Micro influencers are more engaging than bigger influencers. But because of their follower base is not in the millions (as it should not be), you need to work with a significant amount of them to really have a scalable influencer marketing campaign.
3. Write a contract
Who has the rights to the content after the campaign? For how long? What happens if the influencer does not follow instructions? What happens if the company does not deliver? These are some of the questions which needs to be clearly answered before the campaign is running.
4. Create a detailed campaign brief
In the brief you need to write out what the influencer actually needs to do during the campaign. How to mention your company, when to post, how to post etc. Make the brief, well, as brief, clear and as on point as possible. Nobody wants to read a multiple pages of text.
5. Take care of the technical aspects
Especially for a sales-oriented influencer marketing campaign you need to have a few things in place to measure the success of the campaign.
These are things such as a (functioning) influencer-specific discount code, campaign-specific landing page and attribution model in your analytics provider.
6. Let the influencer be creative
Don’t be too strict with how the influencer can post about your product. Even though you have some requirements for the brand image, the influencer’s audience is used to expect a certain style and tone.
If the paid post with your product differs too much from this style, the audience might not respond as well as it could.
7. Measure and analyse
You get what you measure, so you need to put a lot of effort into this phase.
Brand awareness is measured with reach, brand trust with likes and comments. Interest is measured by clicks to the website, and sales are of course measured with conversions
8. Use the influencers’ content after the campaign
The content from the influencers is creative and engaging. So it would be a shame if it would be used only once.
You can use the content from the campaigns as testimonials on your website or as retargeting ads. In that way you can generate even more results from the initial influencer marketing campaign.
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