Use This Travel Analogy to Get Your Influencer Marketing Campaign Off the Ground.
We know influencer marketing can be overwhelming. We’ve written about some of the common concerns that plague marketers when they consider this tactic. Running an influencer campaign can seem daunting if you’ve never done it before, there are so many components to make a successful campaign. It’s helpful to think about it in terms of planning a vacation- your first trip is intimidating but after you get through the lines and listen to the flight attendant’s safety info once or twice, you’re an old pro. Here’s a little analogy to explain the steps of an influencer marketing campaign.
Pick a Destination
If you have wanderlust, like we do, then this step can be a tricky part of vacation planning. There are so many places to see! The same thing goes for a influencer campaign, brainstorming the right campaign concept that is going to accomplish stakeholder’s goals can be hard. Just like deciding where you want to go and whether you will drive, fly or float thee, you need to determine your campaign goals and map out how you will achieve them.
Where Will You Stay When You Get There?
Do you have the budget for a weekend at the Ritz-- where the amenities will be impeccable but you’ll be paying the price? Or are you staying with friends and family who know you well and will have perfect restaurant recommendations? The process of determining the right influencer persona is like picking where to stay: a couple big name influencers who will promote your product to their hundreds of thousands of followers or the micro-influencer who has a real-life connection with your brand. What about photo styling and content themes? Figuring out who will be the most genuine representative of your brand is arguably the most important piece of producing awesome content.
You Found Your Spot, Now Book It
Once you’ve determined where you’re going to stay, you have to book it. Same goes with the influencers-- you have make sure they have availability (no brand conflicts) and then negotiate rates with them for participating in your campaign. Influencers can receive multiple requests each day for brand promotions and for this reason they can be busy, expensive or just plain hard to reach.
Plan Your Itinerary
What are you gonna do when you get there? Are there places you’d really like to see? Everyone on the trip needs to be on the same page. This is where posting guidelines come in to influencer marketing. Once you’ve identified the right influencers for the job, you need to educate them on the expectations for the program. Make sure you’ve informed them properly of the campaign goals, content requirements and appropriate brand tags. You will also want to provide them with a posting schedule so they know when to post and you know when to look for their posts. Remember that influencers are human and that your plans may not always go 100% as expected-- just like weather can interfere with even the best planned beach trip. It’s best to set guidelines for what should happen while leaving some flexibility for what could happen.
You May Experience Turbulence
Once you’re all aboard and the campaign is running, there could be some bumpy moments to the campaign (remember that influencers are human!) Just like when the pilot gets on and tells you to keep your seat belt fastened, you’ve got to communicate with influencers and work to find solutions. Tags may be forgotten or misspelled, posts may go live a little later than planned, the key to working through these issues is communicating and working with influencers to find appropriate solutions. Luckily, meaningful influencers take their work seriously and want brands to be happy to ensure future opportunities, so it is usually a quick recovery process.
Keep It Legal
Just like the security checks in place at the airport, disclosures exist to ensure that your influencer marketing is done in an honest and legal way. The FTC introduced these regulations to curb deceitful advertising practices.
As you can see, there are lots of steps to making sure that your adventure runs smoothly. Some people just don’t want to deal with the hassle, so they hire a travel agent. Travel agents have inside connections and industry knowledge, they can negotiate the best deals, handle the pesky details and hand over an enjoyable experience. That’s where we come into the influencer marketing equation. We can make sure you’ve got the right campaign and the right people, handle the management and tracking and ensure that you’re in the clear with content rights and FTC compliance.
Download our free guide to learn more about the steps to plan and manage an effective influencer marketing program.