When you embark on your first influencer marketing social video campaign, there’s one way to ensure you achieve your campaign objectives: start by setting goals. Goals define what you hope to achieve during the campaign, and dial in on why you’ve selected influencer marketing versus another advertising or branding approach. Having clearly established goals for influencer marketing campaigns is essential to getting a great ROI and setting a campaign in motion that supports your brand’s bigger mission. But many brands are unsure of how to set effective and achievable goals for influencer marketing. Here’s a closer look at what you need to know in order to get started.
Understand What You’re Trying to Achieve
One of the first things to think about when crafting an influencer campaign is what you’re trying to achieve. In some cases, the answer is very straightforward: raise brand awareness with a specific audience segment or support a new product launch. In other situations, brands are using influencer marketing to support some of the more complex aspects of their marketing plans such as targeting specific consumers or building their leverage on a certain platform. It’s even possible that a campaign has multiple goals. Be as clear and specific as possible about what you’re trying to achieve, why this platform and approach is the right way to do it, and what the outcome of a successful campaign looks like.
For example, consider a campaign where your goal is to build brand awareness. What does brand awareness mean? Who do you want to become aware of your brand? Why is a certain platform – say Instagram or Snapchat – a good fit for the format or demographic you have in mind? Finally, if you achieve this visibility, what does that mean for your business? The more clarity you have in your goals, the easier it will be to communicate with influencers and to measure your success.
Translate that into Measurable Campaign Key Performance Indicators
A key performance indicator (KPI) helps businesses determine that they’ve achieved their goals in any area of their work. A KPI can mean many things. In the broader business context it might be a customer satisfaction rating, a revenue target, or something as simple as a company’s sales force making X number of cold calls per month. Within influencer marketing, there tend to be a specific subset of KPIs that companies can focus on:
- Exposure: Through influencer postings, engagement, and distribution activities, how many people were exposed to your campaign? As a subset consideration of exposure, how well-qualified was the audience versus your campaign targets?
- Engagement: What engagement numbers did your content garner? For example, how many likes, comments, shares, or views did it generate? Did engagement cross platforms, for additional exposure?
- Experience: What was the reported quality of the consumer experience? Did it generate buzz or improve sentiment (as measured through social listening, for example)?
- Activation: Did the content get your audience to take action in any desired way? Did it increase email newsletter sign ups or sales?
- External validation: Did the content create any external experiences that were positive – e.g. media mentions, interviews, speaking engagements, or similar?
Translate that Into Clear Content Guidelines
When you’re working with social media influencers, it’s important to develop clear content guidelines. Relinquish the idea that content guidelines are about holding tight to brand control. Of course all the content that’s created for you needs to be consistent with your brand. But even more so, it’s important that you use your KPIs to generate content guidelines that will help content creators develop something fantastic that also communicates your message and will help you achieve your goals. Content should always follow minimum content creator guidelines. Beyond that, brands should furnish campaign specific guidelines. Specific campaign guidelines often outline the persona of who you’re trying to reach, explore the topic and angle that is hoping to be conveyed, provide guidelines on tone, specific visual suggestions, hashtags, and captions.
Goals, metrics, and content creator guidelines are all essential tools during influencer marketing campaigns. One of the best strategies for mapping out these campaign blueprints is partnering with an experienced influencer marketing agency like fullbottle. Fullbottle’s experienced team will be able to help you clarify high-level goals, develop specific KPIs, facilitate communication through brand and campaign guidelines with your influencers, and ultimately measure your performance against plan.
Are you interested in learning more about social video influencer marketing campaigns? Contact fullbottle today to learn more about our solutions and services.