Hiring an Influencer can be a daunting task for a brand executing influencer marketing campaign for the first time. Here’a a complete checklist to get you started:
1.Define campaign objectives and KPIs
Clearly define the goals of the campaign and the metrics that will be used to measure success. Examples: Increase brand awareness, drive website traffic, increase sales. Specific objectives might include: increasing brand mentions by 15%, driving a specific number of website visits from influencer posts, or generating a certain number of sales from the campaign.
The key performance indicators (KPIs) should be closely tied to these objectives and may include metrics such as reach, engagement, website traffic, and conversion rate.
2.Research potential influencers
Identify influencers who have audiences that align with the brand’s target market. Gather data on the influencer’s engagement rate, followers, and niche. Example: Look for fashion influencers if you’re a clothing brand, or for parenting influencers if you’re targeting a family-oriented audience. Brands can research potential influencers by checking their social media profiles, searching for them on influencer marketing platforms, or checking out industry reports.
It is important to review the influencer’s engagement rate before hiring an influencer, which is a measure of the number of likes, comments, and shares they receive on their posts. A high engagement rate is typically a good indicator that the influencer has a dedicated and engaged following. Brands should also review the influencer’s niche or area of expertise, to make sure it aligns with their brand and campaign goals.
3.Evaluate past performance
Before hiring an influencer, it’s important to R=review the influencer’s past performance with similar brands and campaigns, and their history of creating sponsored content. Examples: Look for influencers who have consistently delivered positive results in terms of engagement and conversions. Brands can evaluate an influencer’s past performance by checking out their sponsored posts and noting their reach and engagement rate.
They can also look for information about past campaigns on influencer marketing platforms or ask the influencer for case studies and testimonials. It is also important to review the influencer’s history of creating sponsored content, since this will give an idea of their expertise and ability to create effective and authentic content.
4.Check for Values Alignment
Verify if the influencer’s values align with the brand’s and that the influencer’s audience is in line with your target market. Examples: Make sure the influencer’s lifestyle, beliefs and values align with your brand’s. Brands should take the time to research and understand the influencer’s values and beliefs, and ensure they align with those of the brand.
It is also important to review the demographics of the influencer’s audience, to ensure they match the brand’s target market.
5.Negotiate contract and payment
Agree on the terms of the partnership, including the type of content that will be created, the duration of the campaign, and the fee or compensation for the influencer’s services. Examples: Negotiate a flat fee, a commission-based pay structure, or a product-based exchange. When negotiating the terms of a partnership with an influencer, it is important for brands to have a clear understanding of the type of content that will be created, the duration of the campaign, and the fee or compensation for the influencer’s services.
Brands should also make sure that the influencer fully understands their expectations and deliverables, and that they are comfortable with the agreed-upon terms. It’s also important to have a detailed contract in place, outlining all the terms of the partnership and any legal obligations.
6.Create a content calendar
After hiring an influencer, collaborate with them to develop a content calendar that aligns with the campaign objectives and schedule. Examples: Plan a series of Instagram stories, a product review video, or a Giveaway. A content calendar is an essential tool for organizing and planning the campaign.
It should be a collaborative effort between the brand and the influencer, and should include a schedule for creating and publishing content. This includes the specific type of content that will be created, the platforms it will be shared on, and the posting schedule. It is important for the content to align with the campaign’s objectives and for it to be consistent with the influencer’s brand.
7.Monitor campaign performance
Track the campaign’s performance using the agreed upon KPIs and make any necessary adjustments to optimize results. Examples: Monitor the campaign’s engagement rate and make adjustments to the content or posting schedule as needed. Once the campaign is underway, it is important to closely monitor its performance, using the KPIs defined in step 1.
Brands should track metrics such as reach, engagement, website traffic, and conversion rate, and make any necessary adjustments to optimize results. These adjustments might include changing the content, posting schedule, or targeting.
8.Measure and report results
Measure the campaign’s success using the agreed-upon KPIs and provide a detailed report to the brand. Examples: Track the campaign’s ROI and provide the brand with a report on reach, engagement, and conversions. Once the campaign is complete, brands should measure its success using the KPIs defined in step 1.
This will give them a clear understanding of the campaign’s ROI and help identify areas for improvement for future campaigns. It’s essential to provide the brand with a detailed report of the campaign’s results, including reach, engagement, and conversions.
9.Assess and Improve
Assess the campaign’s performance, identify areas of improvement, and plan accordingly for the next campaign. Examples: Analyze the data, feedback, and adjust the strategy accordingly. After the campaign is complete, it’s important to assess its performance and identify areas for improvement.
This includes analyzing data and feedback from the influencer, audience, and brand. Based on the insights from the campaign, brands can plan and optimize for future campaigns, to improve the performance and ROI.
10.Follow FTC guidelines
Make sure that the influencer complies with the FTC guidelines, that means proper disclosure and tag of sponsored post. Examples: Make sure all sponsored content is clearly disclosed and labeled as such. It’s essential for brands to be aware of the Federal Trade Commission (FTC) guidelines for influencer marketing. The guidelines require influencers to disclose any sponsored content, and brands should ensure that their influencers are following these regulations. This means making sure that sponsored posts are clearly labeled and disclosed to avoid any legal issues.
Working with an Influencer marketing agency can be beneficial for a brand, since they have the expertise, resources and experience in influencer marketing. An agency can assist with all aspects of the campaign, including research, negotiation, content creation, tracking, reporting, and legal compliance.
An agency also usually has a wide range of influencers with different audience, niche, and expertise that could be matched with the brand’s need, which can make the process of hiring an influencer much easier for the brand. Feel free to contact us for all of your influencer marketing requirements