Running Successful Influencer Marketing Campaigns | ULTIMATE GUIDE | John Valentine | Skillshare

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Running Successful Influencer Marketing Campaigns | ULTIMATE GUIDE

teacher avatar John Valentine, Digital Marketing, Social Media Expert

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (26m)
    • 1. Running Successful Influencer Marketing Campaigns - Introduction

    • 2. Using Instagram

    • 3. Setting Goals

    • 4. Performance Metrics

    • 5. Finding Influencers

    • 6. Types of Marketing Campaigns

    • 7. Transparency

    • 8. Tracking Results

    • 9. Final Thoughts and Conclusion

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About This Class

In this class I talk about executing successful influencer marketing campaigns. I conduct a full masterclass on how to correctly lead a campaign of all aspects. In this class I detail using Instagram, Setting goals, Setting performance metrics, Finding influencers, Break down various types of marketing campaigns, talk about company transparency and tracking results. 

Meet Your Teacher

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John Valentine

Digital Marketing, Social Media Expert


Hello, I'm John.

10 Years experience in digital marketing. Always looking to stay ahead in the newest developments of social media, online business and everything to do with digital marketing.

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1. Running Successful Influencer Marketing Campaigns - Introduction: Hello and welcome. My name is John Valentine. And in this video, I'll be talking about how to correctly execute influencer marketing, influencer marketing strategies. So influence marketing, of course, as you know, is the backbone of social media marketing. So let's get right into it. These are going to be the topics I'll be talking about today. Has it on screen. First, I'm gonna be talking about why Instagram, and then I'm going to talk about setting goals. So your performance metrics, actually finding influencers, types of marketing campaigns, transparency, tracking results. And finally, I'm going to talk about the conclusion. I'm going to give you a summary of the whole video and some final thoughts, tips and tricks and so on. So let's move right into the first topic. Thank you for joining me today and let's get into it. 2. Using Instagram: So first of all, let's talk about Instagram and why you should use Instagram when it comes to your influencer marketing strategies? Well, as we know, Instagram is still the king of social media, even though we have TikTok and Snapchat and Facebook and whatever it's around will for now still remain the king of social media. And it is the best platform for influence of marketing because for a couple of reasons. First of all, it has the highest interaction rates on social media when you compare it, for example, to YouTube video, Snapchat, and everything, it has the highest tax rate, meaning if a post gets it, gets a lot of likes and comments. That has the highest rate in percent to how many impressions that guests and so on. And you're following count and everything so that it has the highest interaction rates on average. And second of all, it is the most popular influenza platform. There is on Instagram the most influencers in terms of marketing budget, and just in general, the most influencers on Instagram when it comes to running marketing campaigns. And of course also it is just overall the best social media platform in terms of audience retention, engagement, et cetera. And that is truly what matters when it comes to running your influencer marketing campaigns. We've talked about this a lot before, but when you run inference on marketing campaigns, one of the most important things that you should look at when you look at accounts is engagement rate. Just because someone has a lot of followers, doesn't mean it's going to translate well into sales or sign-ups or whatever you use that influence a person for that you want to promote. What matters is the engagement rate. You know, if someone has a $500 thousand and they get a 100 and comments and 1000 likes. Well, how would you think that's going to go if you ask them to promote a product from you and they just put it out there. Nobody is really going to buy it and it's not going to work well and you're going to be out of somebody or a lot of money. Not a very effective strategy. And if you do this repeatedly, we'll then your budget is going to dry up without having real results. Because what you want to focus on is the engagement rate and easier to, The easiest way to ha, have a high angular rate is to use platforms that actually have high engagements, such as Instagram. For example, if you are on TikTok right now, people get a lot of views and to have a lot of followers. And it was very easy for a person to grow naturally. I'm sure you've seen this before someone started an account, and two weeks later they have 80000 followers because they have a couple of videos to get a million views. But then there are the videos get 800 and views or 200 views, or 50 views, or even on the videos that have a lot of views. There's not a lot of engagement that might get links in my kid comes. But if you actually talk to some of these influences, especially tick, tick influencers, the direct conversion of sales in terms of views is horrible and Tiktok just because people just like to interact and watch it and because it's short videos, ten seconds, they don't want to be advertised to. And if they do is they just move on. And also is because it's a younger audience. And so the overall culture on tiktok is that the impressions in terms of direct sales from an influencer marketing doesn't work as well as for example, on Instagram or even YouTube. And so if you want to start off with a good influence a marketing campaign, the goal is to have high engagement rates from your influencers. And the way to do that is to just start off with Instagram. Of course, this doesn't mean you have to exclusives. You've used Instagram, you can use anything, you can use YouTube, you can use Snapchat if it works for you. I'm just saying if you're starting off, you might want to look into using Instagram first because it is a platform that people are used to seeing a lot of engagement and a lot of also influence of marketing and product integration and so on, so on. Instagram, influencer marketing is just one of the best and most well-received sort of items that actually take place on Instagram. So looking at sram, it as the king of social media, after all. 3. Setting Goals: Next, when it comes to creating a good influencer marketing campaign and strategy, you want to set goals and you want to set specific goals. You want to get very specific in new goals and not just very general and tried to create what you want to actually achieve. And then you can sort of work backwards and see who you need in order to achieve that goal. For example, do you want to increase your Instagram following? Do you want to increase direct sales on your website? Do you want to just increase your website traffic? Do you want to just build brand awareness? Do you want to just get your name out there? Do you want to have sign-ups for a specific thing? Do you want to have people land on a specific website? Do you want people to engage in your brand and create user-generated content? Do you want people to sort of give their opinions on a specific, specific things? Do you want to be very clear on what you want to do? You don't just want to have a certain things such as, okay, let's get this t-shirt and if you can promote it, great, and let's give this guy a sweatshirt and let's promote it. You want to be very specific. You want to say, okay, I want to I want to specifically dr. Seals of this t-shirt. I want to actually just drive sales tomorrow overall website, I want to just increase website traffic and then people can choose and the products themselves. And in that way, that also changes some of the things that you actually do. For example, if you want to drive sales of a specific t-shirt and you hire a bunch of influencers. Of course you want to just give them that specific T-Shirt if you want. Just want sales reps to our traffic on your website, on your online shop, on your online t-shirt business. Well then you want to send different people, different items of clothing because some people might like the t-shirt or some people might like to switch with. Some people might like the pans that there's, that you're selling. So there's a lot of variety and some people, things and how people look at things in what people actually like. And of course, one of the important lessons, not just in marketing and marketing generalists to sort of forget what you like and try to focus on what people might also like. Because some things, maybe you like a certain t-shirt and you think that might attract a lot of sales to your overall website. But it turns out if you also publish your sweatshirt on specific influencers, that might actually do better because those people prefer swatches, sweatshirts. So set specific goals. You can even get clear measures that clear measures such as, you know, I want to increase to a website by 10 thousand for 10 thousand impressions a day. You know, I want to have my Instagram and grow 5000 followers this month. You can have specific goals. Of course, you know, don't let them be the end-all, be-all if they don't work. But it is a good idea to set these measures in order to also measure success of specific influencers. And of course, it helps you set goals and focus your vision in terms of creating these marketing campaigns and what you actually want to achieve. So set clear measures and have very specific, be very specific in your goals. And that way you can work backwards and to see what you actually need to achieve from that point on. 4. Performance Metrics: So next, let's talk about establishing performance metrics. So piggybacking off the last video, when I said you have to be specific and sending your goals. You can use these in order to establish specific performance metrics. And you can define your performance metrics and how you want to measure the success of your campaign. So this helps you to see if certain influencers are actually useful to you. If you pay them for nothing, if you want to work with them again, so on. So using performance metrics is very, very important because like I said, this is what you can use in order to measure the success of your campaign. Maybe you can achieve change something in your approach. Maybe you give them a design or something that people didn't really receive well and so on. So you can use this to measure the success of your campaign. And for example, when you want to build brand awareness, well, you can look at the number of new followers, your Instagram account suppression and increased engagement rate and so on. Let's say you run a sale and people have a lot of, you know, let's say you run a sail on a T-shirt and an influencer puts out your advertisement and they give a link to your website and so on. I'll be, let's say a lot of people go and you're on your website and you get a lot of traffic and impression on your website, but not, not a lot of people gain sales. While that might tell you that the influencer campaign actually worked well, let's say the influencer did a good promotion and a lot of people actually clicked on a link. But when they got on your website and looked at your product, maybe they didn't like it that much. So maybe that can tell you to either change up your website or maybe even switch up your designs of your t-shirts or something like that because that might mean that and your product just didn't really fit that well. Or that maybe you've targeted the wrong crowd and a lot of people looked at it, but it just didn't buy it that way. You can also check if a lot of people added it to their carts. Know, if a lot of people looked at the website and if a lot of people actually add it to their cards but didn't actually purchase it. Well, that might tell you something different when it's a lot of people just went on the website but didn't even add it to their courts or didn't even check out your, your products and stuff like that. That might mean something completely different. So you want to use these performance metrics in order to measure the success and pinpoint maybe at what point your campaign went wrong or what can point your campaign went right. That of course also very good thing to keep in mind because maybe you paid ten influencers to promote your product and they each gave them a specific code to use. You know, you gave John 10 and 10 percent off coded. You have Sarah, 10 percent off code and so on. And, you know, 90 percent of the traffic is used the code from John, and almost nobody used to code from Sarah. Well, that might tell you that you probably shouldn't work with Sarah again, but you should definitely work with John again because you used similar campaigns, use similar metrics and graphics and whatever and told them to either be creative in their own. So maybe they just did it better. Or if you gave them something to promote, then maybe you just targeted the wrong crowd was Sarah and the correct ground with John. So you have to sort of jump back and forth and see what works well and what doesn't. That's very important when it comes to infants and marketing and creating these performance metrics, these metrics in order to measure the success is very important because like I said, that will help you distinguish between what is good and what is bad. And there's just a lot of ways to do that. You can get creative and have all sorts of things and then just sort of run an analysis after that campaign is complete. So definitely something to keep in mind when conducting your influencer campaign on Instagram or even somewhere else just in general as well. 5. Finding Influencers: So next, let's actually talk about finding influencers. One of the hardest parts when it comes to running influencer campaigns. Finding influencers is definitely one of the hardest parts because you want to find the correct people. You want to find people that match with your company culture that's in red message that have the right audience that are actually good when it comes to engagement and so on. So these are some of the things that you want to keep in mind. Four points here. So first one, of course, you won't have irrelevant industry, find influences from your industry that people might be interested in your product. Now this might seem obvious, but they can also get very specific and certainty tilts and your audience. And keep in mind that when you want to run an influencer campaign with an influencer, you can't talk to them about what their audience looks like. If you can't find that kind of information you on your own, you know, if you can't use third-party websites such as social blade in order to look at their engagement rate, the audience, and what's not. You can just ask them because if they want to work with you, they shouldn't be more than happy to provide you with that information. Because I know as a marketer, that's something very important. If you have a specific item and their audience is in 90 percent of males, well, maybe that might not work well if you're selling an eyelash curl or something like that, but you don't know that completely until you have some insights and some details on their analytics, whatever it is. Now this might be no whatever page at you, maybe if you're promoting to a meme page and you might, they might have no specific audience in mind because of course some audiences to work, you know, I'm more obvious on its term, a Cassian others, you know, if you have something like a football sports team from the US, well, most of their followers are probably going to be the US and not somewhere else. Of course, that's not always true. So that's why you need to get behind on the insights and see what kind of followers to have and what kind of analytics to have. And you want to find out what kind of information that you need in order to run your specific campaign or just irrelevant with your product. And secondly, second of all, you want to have that David versus Goliath debate with yourself and see what might work. Because many small influencers actually might be better than one big one. So this comes back to that idea of macro influencers actually did a whole video on this on my channel. If you want to click on my channel and look for the micro influencer video. So micro influencers are basically very small influence such as 500,500 to a 1000 or even five to 10, 10 K followers on whatever it is, Instagram, for example. And 10, ten people with 10000 followers might be better than a one account, whether a 100 thousand followers. Now again, I did a whole video on this explaining the whole reasoning behind this. But to sum it up very quickly, It's basically because you get 10 different sets of audiences. And those 10 audiences individually might have higher engagement rates than that 1100 thousand. Think about it. If you have, let's say an account with 10 thousand account, 10000 followers, and that account is putting out great content and so on. And people are very engaging with their content. There's not a lot of other followers that block out your sort of engagement with the influencer itself. If they're responding to Africa comment, if they're replying, if they're liking comments, if you're building that community, it can be a lot closer knit. Then if you're just falling someone with a 100 thousand followers, you know, you just scroll through looking at a picture and go on with your day. Having these small communities of 10 K might actually be more fruitful. Each individual with each individual community rather than one big ones. So definitely look at how that works. That always of course, isn't always true. If you have a specific budget, someone with, you know, 10 million followers, of course, might do better than sometimes having, you know, 10. We know whatever a $100 thousand or 50 accounts with 10000 followers. So of course this differs, but again, trial and error. See what works and what doesn't. But it does definitely something to try out for if you want to try something other than having a lot of big accounts as having a ton of small accounts. And you might be surprised with the results that you get. Now third, as I said, engagement rate, most important factor in influence and marketing. I've talked about this a bunch and pretty much all influence marketing leaders. Engagement rate is definitely what you want to look at. Basically it means the rate of how people actually engage with that postal. If, you know, if someone has a 100 thousand followers and they post a picture home, look at how many common seeing it look at how many likes to actually get our calculators out there that you can use for whatever social media site, you know, Tiktok, Instagram and so on, that will calculate an actual percentage of engagement rate with you. And so this might give you a hint of how their engagement actually works. And of course, the higher the engagement, the better and the more likely people are to engage with the advertisement and your product essentially. And finally, when it comes to finding influencers and also helps to build a connection. As I said, if it works well, you definitely want to keep that relationship going and maybe you can work with them again, even if you don't have anything planned, plan for now, you just wanted to run one campaign. You definitely wanna keep in touch. If maybe six months later you have more money coming in, more budget and maybe a new surprise product, maybe something completely unrelated comes in and you say, You know what, you might be benefiting from a good campaign right now, this guy worked really well last time. Let's use this one. And so just in general, having that relationship, of course in all businesses always very useful. So definitely build a connection and keep that relationship going. So that's where it comes to finding influencers. And these are some things to keep in mind when it actually comes to how to find influences. You definitely want to use some kind of websites and agencies and so on. I have a completely different video also on how you can actually go about finding influencers. So you can look at that. But these are the things that you want to keep in mind when it comes to finding influencers. 6. Types of Marketing Campaigns: So next, let's break down some of the types of marketing campaigns that you can actually run when it comes to influence and marketing. So first of all, in the most basic one of course is a sponsored post. You have influencers just upload photos, videos or Instagram stories or YouTube videos and so on and post with this simple brand mentioned such as, you know, check out this newest Shaker, shaker, this newest t-shirt, check out this newest app and so on. So this is almost like just as simple as shout out basically. And these of course always do well. All of these types are very viable options. Some work better for others than not. Again, this because it comes down to trial and error. Some products do really well with just sponsored posts because product is so cool. People just see and I want to check it out immediately. And other products, maybe somewhat basic products might need more convincing. So something like a sponsored review or, you know, even in complete endorsement is even better. So second of all, for example, a sponsor review is you can send people have free products and let them reviewed honestly if they want to. For example, if you give a tech blogger and send them your newest app or something like that and just let them know. Here's some, either you can pay them to check it out or you can just give him a free code or a free version of your app and so on. And they can just have a review. Of course, it always helps if you just let them be completely honest, even if you pay them, you can just pay them to check it out. And then they can say, You know, I really like this, I really like this, but I really didn't like this. You know, it's way more authentic if you do, let them critique, critique it. If they do have any critiquing comments, of course, that's not always the case. But definitely something to keep in mind is you do want to know, maintain an authenticity. And another one would be, for example, Instagram takeovers. This can be of course, for any social media and snapshots. And he's also just some examples. There's a bunch more out there and, and, you know, all types of variations of marketing campaigns. But these would be some ideas. Instagram takeovers, for example, would also be you can let the influencer or work on your account. You, I'm sure you've seen this a lot. That helps them engage with people. For example, you have celebrities take over certain brand accounts and they upload stories throughout the day, the ego and IG live, they reply to comments and so on. And so some of these would be great, for example, for events, I'm sure if you follow fashion, you've seen some of these fashion accounts such as Vanity Fair or whatever, or even just straight up brands such as Chanel and product. Just have celebrities take their Instagram account and walk them through, you know, Fashion Week and conferences and so on. Or you have other tech YouTubers go on tech instagrams and then they take them on a conference and have these set of takeover. So these are also a great option in order to connect a being an influencer or a celebrity with the followers and defense and so on. So definitely a great way to build brand awareness and build that connection and so on. So do they're just some types, there's obviously a bunch more as such as integrated product and just straight up sponsoring videos and so on. So definitely find what works for you. You can try out different ones. Some work better for other products and somewhat for brands and so on. And that doesn't mean that you have to choose one and stick with it. You can do all if they work great for you. And there are definitely different types of marketing campaigns and posts and stone so on that you can use in order to promote your product brand and so on. 7. Transparency: Now next, I just want to mention transparency a little bit. Keep in mind this isn't legal financial advice or anything. Of course, make sure to get your own legal advice and financial advice from your lawyers and your own source and so on. But I do want I mentioned that you want to definitely disclose that it's an ad. And nowadays you do have to disclose the fact that it's an ad. So make sure your influencer knows that. And you want to make sure that everything is on the up and up. And having transparency when it comes to infants in marketing and engaging with a real fans, so on, so to speak. And real influencers is definitely something to keep in mind. And you do want to be authentic and show authenticity. Being more transparent, despise that trust of audience as well. If you start off being fake or having stage stuff and so on. It's never a good sign to show distrust to your customers and so on. So being authentic, being real and everything definitely goes a long way with a lot of customers. And it just also builds that connection, especially when it comes to social media. Because as a business you are directly interacting with the customer. You know, you're not putting up a billboard, you don't putting up a TV ad, just goes out there and that's it. You're directly interacting with your customers, with your people and so on. So showing transparency, being authentic and, and everything like that is definitely very important when it comes to social media and just being influencer marketing. And honestly just running a business on digital marketing and digital media and so on in general. So definitely something to keep in mind and just wanted to throw that in there as well. 8. Tracking Results: Next, let's talk about tracking results. Now this is similar to creating your specific metrics, but this is more on the backside of tracking your actual results when it comes to finding your influences that you want to work with and when it also comes to just your overall idea. So not just specific campaigns, but your general results and your general progress. Certain aspects and from multiple marketing campaigns. So overall, you do want to keep track of your results. You know, keep, keep track of your growth of your monthly growth of your fingers. Now of course, if you're in a big businesses, of course seems obvious. But when you're running a business, especially when it comes to influence and marketing, social media marketing and so on. So keeping results and keeping track of your results can be very beneficial to you. And it shows that you're responsible for some of these figures as well if your business grows and so on. But to keeping track of results can also be very useful when it comes to running future campaigns and Cylance. Overall, it shows what is working, what is not. It shows improvement and shows the growth that shows maybe you're declined to things. And then that might, you, might prompt you to think of why certain things are not working or why certain things are working. You know, if you have three months of steady growth and then one month of the drop-off and you don't even know why? Well, if you never knew that he had a big drop off, well, then you can't fix the problem. So annoying. Fixing and probably in the first step to fixing problems is knowing that they even as a problem and keeping track of your results. It's definitely a great way to do that. So yeah, it shows when it's working, who is working and who is not when it comes to infants and marketing as well. I do want to mention that some idea to do this is to use custom codes, links, and et cetera. You know, like I said previously, if you have a product and you give certain influencers, specific codes, make sure that they are personalized, not just one overall, you know, Instagram code, but use Instagram influencer one, I'll use answering M1 and M2, preferably with the name, you know, John, Max, Sarah, and the Nessa, whatever it is, use these codes and then you know, how many people actually use specific codes that then again, you know who's working, what's not working? Why is 80% of my products being purchased by Vanessa? But I have three other influences who have no type of contribution that way, you know, to work with Vanessa, but maybe not with John and Alex or whatever, you know. So you can use as an all kinds of ways you can use custom code that you can use links. You can have referral links with specific codes from people and so on. So you can definitely use this type of waste it depending on what product you're offering and what you're doing. Maybe you have a physical store and so on. So definitely get creative in that sense, but there are ways to measure that. And you want to check your following increase. I know all these things that you want to keep track of and helping to keep track of these results and your growth definitely helps you improve and again, adjust accordingly to whatever it is that you want to do. So staying proactive in these measures is key when it comes to creating successful campaigns, but also growing as a business in general overall. So definitely something very, very important when it comes to creating a successful influencer marketing campaign. 9. Final Thoughts and Conclusion: So Leslie, Let's conclude and summarize the video here. First of all, like a satellite Instagram. Again, it's really just a king on social media, but don't get tied down on Instagram. Of course, this video was for all types of social media. And you know, you can use these concepts for, you know, Snapchat, Youtube, tiktok, whatever it is it using Facebook and have a successful marketing campaign on all these secondary, do you want to of course, set specific goals and what you actually want to achieve. Then have your performance metrics to measure your specific success on these campaigns. Then you want to find the right influencers. Keep in mind what to do when actually finding these influencers. And of course, consider the types of marketing campaigns that they are. And maybe I think about what might work best for your business and you want to stay transparent, show authenticity with your customers and so on. And found, of course, you want to track your results, your overall progress and growth. That way can see what works, what doesn't, how much you grow and so on. So definitely something to keep in mind when it comes to creating a successful influencer marketing campaign. I hope this helped you feel free to skip back to any two parts of the video in order to maybe watch it again and standard again, of course, you can ask any kind of questions in the discussion down below. So don't hold back. Make sure to follow me to channel, make sure to follow the channel. And I will be uploading one video. We throw it all of 2021. I've already done so, so feel free to go and my challenge I can all the videos I've done in regards to digital marketing, I applied everything from Instagram, Snapchat to YouTube to Snapchat, and to Tik, Tok and so on. So this definitely bunch of videos that might interest you. So feel free to check that out. But other than that, thank you so much for joining me today. I really hope you enjoyed your stay and hope to see you in the next class. So thank you and goodbye.