8 Tips to Create a Successful Influencer Marketing Campaign

8 Tips to Create a Successful Influencer Marketing Campaign

I recently wrote about why you need to take advantage of influencer marketing and how it can drive sales far more effectively than traditional advertising. The response was overwhelming -- so many business owners and CMOs reached out to me with questions.

While my influencer marketing agency works with brands that have large budgets, I wanted to put together some tips that would help smaller companies get started, and find success, using this highly effective marketing strategy. Here are eight tips to help your influencer marketing efforts.

1. Let your influencers have creative freedom.
Influencers got to where they are, in terms of popularity, because of their personality. It’s important that you let them have full creative control when promoting your product or service. What you think might work potentially won’t gel with their audience.
They engage with their audience all day long and know what they will respond to and what will push them away. When you allow them to control the creative direction you are going to end up with a much more organic feeling post and a better end result.

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2. Do your due diligence to make sure an influencer is the right fit.
It’s very important to dig deep before you hire an influencer. Ask yourself, “Is this someone that I want representing my brand?” Take a minute to look at all of their social media profiles and see if there is anything that sets off a red flag.
Remember, this is someone that is going to be essentially representing your brand. If a consumer sees that your brand is being promoted by someone that engages in hate speech, drop the F-bomb every other post or is outright rude, it’s going to reflect negatively on your brand.

3. Don’t get mesmerized by follower count.
Follower count means nothing. Nada. Zilch. I have seen an identical campaign run on an Instagram account with 6.5 million followers and several accounts all under 30,000 followers. Every single smaller account outperformed the larger one by close to 300 percent.
Look at engagement rates and the type of engagement posts are receiving. I can promise you that the audience following some of these models with millions of followers aren’t interested in buying anything. They are following for bikini pictures -- nothing more.

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4. Always negotiate prices.
Have you seen what some influencers are charging per post? I’m not even talking about mega celebrities and six-figure pay outs. There are models with a few million followers commanding $5,000 to $10,000 per post. Don’t always bite on the rate card price. There is often times room for negotiation, especially if you are buying multiple posts.
I have seen initial asks of thousands per post come down to a couple hundred.

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