8 Do’s And Don’ts That Can Make Or Break Your Influencer Marketing Campaign

Magda Urbaniak

Brand Manager at Brand24. Public relations geek who loves humanize brand communication, taking hot coffee and killing stereotypes by driving a tractor.

According to MarketingProfs, 94 % of marketers are certain that influencer marketing a greatly effective aspect of their online campaigns. What is the best way to apply it into your campaigns in order to get the highest ROI, build brand awareness and acquire leads? Here’s a few tips that my experience has proved to bring success.

Even though influencer marketing is currently blossoming, running an effective campaign is neither simple nor obvious in its implementation. I personally believe that what we do here, at Brand24, brings truly remarkable effects. Let’s not forget, however, how much work and commitment it required, along with a constant improvement and adjustment of our methods and actions. I’d like to share with you my conclusions from this process and hopefully spare you a great deal of time and prevent you from making mistakes, allowing you to maximize your actions.

Do’s

1. Identify proper campaign influencers

High number of followers or subscribers is not important when looking for an influencer. What you should pay attention to is the engagement they generate and whether or not the values they promote go in line with those of yours and your business. Quantity matters, but not as much as the quality that a person brings. Remember, that even if you might not perceive someone as a typical influencer, your audience might! Before you decide on cooperation, analyze whether your brand and the influencer have the same target group.

2. Build honest relations

Yes, I know… business is business and there’s no room for sentiments. Or is there? Influencer marketing is the type of business where people deal directly with other people. It is important to build good relations not only with your audience but also your the influencers themselves. When we treat people with the good old kindness, running a campaign is much more effective and brings better results for each party. That’s also a good way for building a lasting relations for the future. Everyone prefers to work with people that are nice and respectful, it’s as simple as that.

3. Learn how to say thank you and say it often

The magic of those two words – thank you – cannot be overestimated. Showing gratefulness when someone praises your product or brand can really work miracles. Here, I want to emphasize that what I mean is thanking people that are not, in any way, rewarded by us. It might even be a regular customer that simply wanted to share their positive feedback. It’s worth to appreciate such people as they provide your product with an honest and thus very effective recommendation, what provides more confidence in your product or service to your potential clients.

4. Create a schedule and follow it!

A work schedule will prove to be very useful both for you, as you’re the person responsible for running the campaign, and your influencers. Clearly defined deadlines will not only improve your work but also help to avoid possible misunderstandings regarding expectations in the implementation of activities. Do not leave anything to someone’s imagination. All expectations for both you and the influencer should be clearly defined and saved in the calendar.

Don’ts

1. Expect effects within 24 hours

We hear a lot about influencer marketing being extremely effective, and the ROI it brings being up to 11 times higher than traditional advertising. Therefore, we expect that the expenses related to the campaign will be returned with interest immediately after its launch. Sometimes, however, more time is needed – it can be up to several weeks or after the campaign has finished… It all depends on its specificity, on what the product is and how the viewers are persuaded to it. In some cases, the effects come after a thorough review in the form of inquiries or a purchase.

2. No goals defined.

Actions that are not carefully planned in terms of the expected outcomes rarely make any sense. The only way to verify whether and to what extent the goals were met is to have them written down at the beginning of the campaign. It enables us to coordinate our actions and modify them if needed. Such a document will also allow us to see what worked and what didn’t, as well as to investigate the reason behind any failure.

3. Lack of evaluation and conclusions

Many people stick to one pattern of action, paying little attention what the result is. As mentioned above, goal setting is crucial. It allows you to check what can be improved in your current or future campaign. Even if the results are satisfactory, there is always room for improvement. Check the figures, quantity and quality. Collect all the possible results and use the experience from your previous campaign wisely in each new one.

4. Copying campaigns from others

Finding inspiration and drawing conclusions from the campaign of others is perfectly fine. An attempt to copy them one to one in your campaigns – not at all. It is not even about business ethics (although this is of course very important). What works for others will not necessarily work for you. Take advantage of the experience of those who are willing to share it. All advice, however, adjust precisely to your brand and strategic goals.

Summary

Each industry can increase the results of its activities through influencer marketing. It is important that the specific campaign is tailored both to your brand and (most of all) to your recipients. Precisely analyze each element before and after the start. Learn from the experience of others (much advice and many examples on how to do it to be found in this eBook) and build your own plan of action, best suited to your particular needs.

If you want to listen to more golden tips and insights on influencer marketing from the best experts in the industry download a free e-book from Nimble (I share my thoughts there too!).