The Secrets To A Successful Influencer Campaign
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This document outlines the key steps to running a successful influencer marketing campaign, including finding influencers, developing campaign content, negotiating budgets, measuring success, and identifying warning signs. The main points covered are researching influencers to find the right fit, approaching influencers respectfully, developing ideas that sell a message rather than just a product, and establishing clear metrics like costs per engagement to measure the campaign's effectiveness.
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The Secrets To A Successful Influencer Campaign
- 1. THE SECRETS TO A Flawless Influencer Campaign WITH
- 2. WITH @ n a a a a t a l i e o n Twi t t e r a n d I n s t a g r a m N a t a l i e L a m o n L i n k e d I n @ j u s t a g i r l p o d f o r i n t e r s e c t i o n a l f e m i n i s m m e l o l
- 3. WITH
- 4. • finding influencers • content ideation • budget • the warning signs • measuring success What you’ll learn…
- 5. But…why?
- 7. • what do you want to achieve?
- 8. • calculate your benchmark costs
- 9. • calculate your benchmark costs indus tr y s tandar ds ( s tatis ta )
- 10. • calculate your benchmark costs indus tr y s tandar ds ( s tatis ta ) an exis ting c ampaign
- 15. • are they the right fit?
- 16. • are they the right fit? o engagement r ate o follow er to view r atio
- 18. • check their posts o has htag us age o c ompetitor s c ampaigns
- 23. • be a human being
- 24. • show you’ve done your research
- 25. • spoon feed them
- 26. • sell yourself
- 27. Talking budget
- 28. • be upfront
- 30. • think: what will benefit YOU
- 32. Content ideation
- 33. • sell an idea, not your product
- 35. • narrow down your message
- 37. • brief off of their success
- 39. Press example
- 41. Press example
- 43. Warning signs
- 45. • unwillingness to negotiate
- 46. • rigid ideas
- 47. • relying too much on you
- 48. • lack of enthusiasm
- 49. • lack of curiosity
- 51. • back to your KPIs
- 53. cost of post engagement = CPR • calculating CPR
- 54. • measuring brand awareness
- 56. Round 2?
- 57. • easy to communicate with • exchange of ideas • your gut feeling
- 62. The takeaways 1. work out your KPIs 2. calculate your benchmark costs 3. approach the right influencer 4. work on resources for the influencer 5. sell an idea, not a product
- 63. Fin. @ n a t r a c a r e o n a l l s o c i a l s @ n a a a a t a l i e o n Twi t t e r a n d I n s t a g r a m N a t a l i e L a m o n L i n k e d I n
- 64. Questions ?
Editor's Notes
- I’m Natalie and I’m the digital marketing manager at natracare. I actually started at Noisy Little Monkey back in 2015 so it feels like a full circle moment doing a talk at Digital Gaggle.
- We are the world’s first organic and sustainable period products brand, founded in 1989. Being organic and sustainable means we’re also biodegradable, compostable and plastic free. We now sell in over 80 countries worldwide, and we are constantly campaigning for better choices for people’s bodies and the environment.
- Hopefully by the end of the talk, you’ll know how to create an influencer campaign that drives results and truly pays off. You’ll get tips on how to identify the right influencers, on content ideation that will really resonate with their audiences, how to get the most bang for your buck, recognising those warning signs early, and measuring the success of your campaign.
- You might be wondering… why bother with an influencer campaign? It’s a waste of money. Influencers are superficial and fake. And, sometimes this can be true. We’ve had influencers who we got no ROI from, some who thought we wouldn’t find them bitching about us online, some who deleted their sponsored post after maybe only a few weeks of uploading it… But when you find an absolute golddust of an influencer (which you will after this talk), it absolutely pays off. At Natracare, we’ve worked with multiple influencers which have helped: Increased our website traffic and conversions… and still continues to do so Increased our following on social media Helped with brand awareness and loyalty Ultimately all of this is important to us to help inform consumers to make healthier and more sustainable choices for their bodies and the planet.
- Firstly, consider what you want out of an influencer campaign? Do you want more website visits? Signatures on a petition? Or just brand awareness? Knowing what you want out of it will not only inform what type of collaboration you want, but is necessary for finding out if your campaign was successful or not. If you don’t know what your KPIs are, how are you meant to know?
- Next, figure out how much you’re able to spend. Knowing roughly your budget available will also inform which influencers you’re able to outreach to. You can calculate your benchmark costs in a couple of ways:
- - Search for your industry standards – statisa: https://www.statista.com/statistics/870977/cost-per-engagement-influencer-marketing/
- Or base it off of a campaign you’ve already done that you weren’t sure how to measure before; the cost per engagement, cost per follower, cost per website, cost per conversion. If you continue to do multiple campaigns, you can continue to refine these according to your own standard.
- Our first ever influencer campaign we did back in 2018 cost us £3,000. We outreached Lex Croucher who spoke a lot about intersectional environmentalism, and was the perfect fit for us. We had around 9,000 youtube views in the first month, ended up with over 1,000 website visits with 75% of those people converting. This gave us the benchmark costs to move forward with more UK campaigns.
- Now you’ve got your aims and your budget, it’s time to research your influencers. There are a myriad of ways to do this. Before I get into the areas to search on, it’s important to note that you should make your search specific by using keywords relating to your business. For example, we will often use sustainability, plastic free, vegan, ethical etc.
- So, you can try YouTube to search. We’ve inputted searches like: sustainability swaps, capsule wardrobe, what I eat in a day vegan… because the people making this content are clearly interested in similar things to what Natracare represents. Hashtags on TikTok, Twitter or Instagram e.g. #sustainability #periodpositivity, particularly in the top posts on IG, you’ll be able to find influencers. Whether you want to do a campaign on YT, IG, Tiktok, whatever, you can use all the different social platforms to find them. More often than not, an influencer will be influencing on more than one channel.
- If you’ve found an influencer on Twitter or Instagram, you can also look at the accounts similar to them either on the side or on the dropdown option on their Instagram profile and peruse the recommended. Influencers who are friends are usually very like-minded. That means you can also look at their online social circles. Who are they talking to? Who are they following? Who are they tagging in stories or in photos?
- Once you’ve found a pool of influencers, it’s time to narrow that down even further. This is what we look out for to identify if they’re the right fit for us: What is their engagement rate or followers to views ratio on youtube?
- Once you’ve found a pool of influencers, it’s time to narrow that down even further. This is what we look out for to identify if they’re the right fit for us: What is their engagement rate or followers to views ratio on platforms?
- You can use SocialBlade to find this out. In our opinion anything less than 6% engagement rate isn’t THAT great or you’ll at least see more measurable return with anything over that.
- Check their posts. Do they use a lot of hashtags? If so, is their engagement driven by the #s or their followers? Have a scroll through who’s liked it and if the followers seem spammy or no Also have a look at if they’ve worked with your competitors recently. If so, trying to work with them soon after with either a) seem disingenuous because their followers are getting mixed messages about which brands are best or b) you’ll get rejected by the influencer and it’ll be a waste of time.
- We worked with an influencer back in Jan talking about the best products for their period and stating us as the best.
- But then 4 days later did a post telling her followers to ditch the disposables. We can’t attribute for sure if this had any negative impact on us, but those who found her first on IG and then go onto her YouTube are going to be confused and aren’t going to pay attention when she talks about us.
- And lastly, do they do a lot of sponsored posts generally? If your sponsored post is added to their feed amongst all the others: followers will either become desensitised to ads and pay not attention to yours It’ll seem like another cash-grab from the influencer
- It’s now time to outreach and approach your influencer! Here are four top tips for contacting influencers.
- Firstly, this is the most basic marketing tip ever but it’s important to highlight: be a human being. Talk like yourself. Influencers, while are businesses, are ultimately human beings and are more likely to respond well if they feel like they can have a conversation.
- Secondly, make it clear you’ve done your research on the influencer – flattery gets you everywhere. You can do this easily by stating their USPs that align with yours; period positivity, tackling taboo topics or wanting to make sustainable lifestyle accessible, and/or refer back to content that they’ve created recently that resonates with your brand.
- Thirdly, spoon feed them. Let’s be real, as effective as influencer marketing can be, influencers are also lazy. You have to give them EVERYTHING. We worked with a German influencer recently where we very obviously stated that she couldn’t say certain things, and even gave her a document with what she was allowed to say. You’d think they’d get it right, right? Nope. They still didn’t… So give them everything they need to know about you; who you are, what’s so special about you, how it fits with their brand
- Lastly, sell yourself well. If you can convince the influencer to believe in your business or product, they’ll be more interested in securing a collaboration with you.
- If your influencer is interested, they’ll want to discuss budget straight away in order to not waste anyone’s time.
- When it comes to this, it’s important to firstly: Be upfront. Tell them approximately what your budget is and why it’s that number. For example, we donate 1% of our turnover to charitable causes and organisations, which makes our marketing budget smaller. This often works in our favour.
- One of our maybe best campaigns ever was with an influencer, Alexandra Girly’s Talk. She respected our brand and what we do so much that she was happy to work with us for such a discounted cost. We still get visits from that YouTube video to this day.
- Influencers will often offer you a package deal; a set number of Instagram stories frames, and a post for XX or a youtube video and a supporting Instagram feed post for XX. This might seem appealing, but it’s worth thinking about what will actually benefit your brand and help reach your goals? If what you want is website visits, is a feed post really going to help? If you’re not looking for followers, do you need a supporting story?
- This is also where the benchmark costs come in handy. We use a benchmark costs sheet that helps us to project how much an influencer collab might cost based on cost per engagement, conversion etc.
- Once you’ve agreed a cost, it’s now time to brief the influencer with the idea. If you’ve already got a strong idea in mind for the collaboration – that’s great. You can totally pitch that idea. Alternatively, you can ask them what they think will work best for their audience In some instances, the influencer and us have come up with an idea together that has performed great.
- We work with these influencers, Jamie and Shaaba, whose audiences and them are allies for social justice. Our RenameDontShame campaign was to call on supermarkets to change their labelling from feminine hygiene or sanitary products to period products in order to be inclusive of all genders that have periods, and to tackle the taboo of periods being dirty and something to be ashamed of. The idea that we sold to them, and that they sold to their audience, was that we are a brand who campaigns for equality. The CTA was to get petition signatures in order to make important change. Over the weekend that this video was viewed, the signature count went from 400 to 8,500. Not only this but they were so on board with our campaign that they were also willing to charge us considerably lower than they typically would.
- As a brand, you might have multiple USPs which make you stand out, but actually, you only need to focus on one with an influencer. This is so that your one selling point that will resonate most with the influencer’s audience isn’t diluted by the others.
- We worked with an instagrammer called Yasmin Johal where we spoke about ‘mum guilt’. Firstly, we sold an idea – that having blips in motherhood is totally fine and needs to be normalised Secondly, while we could’ve spoken about our products being vegan and biodegradable, we narrowed it down to focus on organic; using natracare’s products was one less thing to worry / feel guilty about
- Brief off of their success. What I mean by this is: Look at their most successful posts, what is it about them that everyone engaged with? Was it a selfie? A landscape? We wanted to work with Jessica Megan, noticed that her top ones were risqué images, and played off of this.
- This is one of our most successful collaboration to date in terms of ROI, and in fact is also one of her top performing posts of all time too. When you get an influencer collaboration right, not only does it benefit you, but it also benefits the influencer too… We both got coverage, more engagement and followers from…
- Unfortunately, we have had our fair share of unsuccessful campaigns or experience with dodgy influencers. But this has only meant that we have refined our process further, and can share this information with you. You are welcome.
- If the influencer is offering wildly offbeat pricing for their audience size and engagement rate, then steer clear. Again, you can refer back to your benchmark costs to calculate whether it’d be a rip off.
- If they aren’t willing to negotiate even a little, then what else would they be unwilling to change on too?
- If the influencer is too set an on idea that doesn’t totally align with what you’re about, it’s worth getting out while you can.
- Similarly if an influencer has 0 ideas of their own and isn’t even trying, then they just don’t care that much. The best influencers will build a dialogue with you about what will work best for their audience and platform, both in terms of content formats and topics
- If they show a lack of genuine enthusiasm for the brand and collab - this is a warning sign they don't care about the brand, they’re just in it for the cash grab
- And lastly, lack of curiosity. Some of the best influencers ask us to back up our claims and prove to them why we're a great fit before committing
- Once the influencer collab is complete, it’s time to find out if it was successufl.
- Refer back to those KPIs. What was it you wanted to achieve in the first place? Was it engagement? Website visits? Brand awareness?
- Once you’ve refamiliarized, you can calculate the cost per result. Let’s say if your result was engagement, you can use the calculation of:
- Cost per post divided by engagement = cost per engagement
- If your campaign was solely for brand awareness, you don’t really need to be too stern on the numbers. You can look at the follower growth, visits to your profile, number of DMs sent during the campaign and the sentiment of comments too
- In the first ever collab we did that I mentioned earlier, not only was it successful for visits and conversions but also sentiment. These are just some of the comments posted on the video; people wanting to try, people actively saying they checked where to buy, people wanting to recommend us etc.
- If your collab was successful, it might be worth considering working with that influencer again. It can help to strengthen the legitimacy of your brand and build trust with their audience too.
- - Easy to communicate with - Exchange of ideas (Rather than you doing the heavy lifting) - And you could just sense they were genuine With Yasmin who I showed in the examples, she ticked all these boxes and more, and we’ve covered
- veganism
- Rename don’t shame
- charitable giving
- And a giveaway too! Covering multiple USPs also shows the influencer in a good light, which is just as important as portraying yourself well