With the number of active social media users increasing every day, marketers realize the importance of social influencer marketing. Some of the most recent statistics relating to the use of social media might astonish you.

According to the latest report from Statista, Twitter has over 330 million, and Instagram over 800 million active monthly users. Facebook leads the pack with over 2 billion active users every month. What this translates into is a great opportunity that can be easily tapped with a few simple tricks.

It is a well-known fact that influencer marketing can generate significantly greater returns than other kinds of marketing. In this article, we’ll take a look at everything you need to know about managing your social influencer marketing campaign effectively.

#1. Plan Your Campaign

As with any marketing campaign, planning is one of the most important stages. When planning a social influencer marketing campaign, you need to first decide your goals. What exactly are you looking to accomplish?

Do you wish to drive more traffic to your website or simply to make more users aware of your brand? There can be a variety of objectives such as:

  • Generate a certain number of relevant leads
  • Increase your sales by a certain percentage
  • Increase your social media followers by a certain amount

What’s most important when you define an objective is to attach a number to it so that it is measurable. Based on the specific objective you have in mind, you must select one or more social channels for your campaign.

For example, Facebook is better for increasing your reach and brand awareness. While Instagram and Twitter are great for generating leads and boosting website traffic.

The social channels you select for your campaign will also depend on your target audience demographic. You’ll need to select the social channels where you’re most likely to find your audience. Tools such as Sprout Social can help you in identifying the right social channels using analytics.

Image via Sprout Social

#2. Find And Connect With Influencers

Once you have figured out your objectives and the social channels to be used, you need to identify your influencers. Selecting an influencer who has relevant influence on your target audiences is the key here.

Many brands go wrong in their social influencer marketing strategy by using only the number of followers to measure influence. What you must remember a large follower count may not be genuinely engaged.

Especially if the followers have been acquired using paid advertising, it is likely that they are not genuinely interested. Running a campaign on such a follower base will simply be a waste of money.

Instead of the follower count, you need to focus on relevance. Identify influencers whose niche matches with your products or services. It has been seen that micro-influencers generally possess a more engaged follower base than bigger influencers. If you select an influencer who has relevant influence on your audience, your campaign is more likely to succeed.

Micro-influencers instill trust in the minds of their followers. With their engaging storytelling, they are able to create a relationship with their followers. Hence their followers are genuinely interested in their content and rely on their opinions. If such an influencer endorses your products, audiences will trust your brand more.

For example, Jacob True, a micro-influencer in travel, has a little over ten thousand followers on Instagram. He gets very high engagement on his posts because of the strong relationship he has with his followers.

Image via Instagram

#3. Create A Content Strategy

Once you have identified and connected with a set of influencers for your campaign, you need to create the content strategy. The important thing to remember here is that you must give your influencers the artistic freedom they need.

However, you also need to set expectations regarding deadlines and a final review to be done by you. Make sure that you have briefed them carefully about your campaign objectives so that they know what you need.

Also, make sure that your influencers are distributing the content on their social channels. You can use a tool such as Grin’s influencer marketing software which automatically verifies this using tracking URLs.

Influencer Marketing Campaign

Image via Google Analytics

#4. Measure Your Results

As with any other marketing campaign, measuring the results is important as it helps you in determining its success. It is not necessary that you wait for your entire campaign to be over in order to start your measurement. Instead, you can do so as the campaign progresses as well.

What you need to consider are your objectives that you started the campaign with. Then measure how you’re faring against those objectives. It’s a good idea to compare the cost of each engagement generated by an influencer with those from other sources.

You can use Google Analytics to track how much traffic is being generated from each of your social channels.

What’s Next?

It is important that you work on creating long-term relationships with your influencers. For the success of your campaigns in the long run, nurture these relationships continually. Work on providing more exposure and networking opportunities for your influencers. This will make them feel appreciated so that they genuinely feel interested in working to make you successful.

Social influencer marketing requires a good amount of time and effort. However, if done effectively, it can be truly beneficial for your business. Can you think of any more useful tips to manage social influencer marketing campaigns? Feel free to let us know in the comments below.