Now let’s get into it. Here are my 10 essential tips on how to launch a successful influencer marketing campaign for fashion, beauty and lifestyle.
1. Establish a budget, target influencer audience, and goals.
Determining your budget, target audience, and goals are the same as any marketing plan. The first thing to do is to establish how much you will need to spend and find out who your target influencer audience is. This is very important since you will need to determine what it is you’re trying to accomplish and how you will measure your progress. Establishing campaign goals (KPIs - key performance indicators; e.g., social media traffic and conversion rates), can also let you know what type of marketing campaign to design and which influencer(s) you choose to affiliate or connect with. Remember, let your goals lead the way. This will help you decide if you need to create a huge instagrammable event vs simply sending some products and some cash to a few key players.
2. Decide on the best social platform.
Choosing the best social platform for your influencer marketing campaign is mainly centered around your target influencer audience. For example, do your consumers hang out on Instagram, Snapchat, or Facebook? Knowing the answer to such questions will allow you to make an informed decision about which platform will help you achieve a successful influencer marketing campaign.
3. Establish a content publishing schedule.
Synchronize your influencer campaign launch with your other advertising projects to create a holistic experience for the consumer. This will help your content have a greater effect. Also, once you decide on which influencer to use, s/he will have insight into when their followers are the most engaged and can make use of these peak days and hours for the best possible publishing times that will produce optimal results.
4. Find the right social influencer
Finding the right social influencer is no easy task according to marketers. A few ways to make this process easier is to check out each social media star before initial contact is made, utilize influencer marketing tools or platforms, and/or partner with established influencer marketing companies and agencies. Look for micro-influencers since they are inclined to have engaged followers that are fully drawn to their content. I also believe you need to create meaningful relationships with the influencers you want to work with. Take them to dinner or lunch; get to know them, as this will help the partnership be that much stronger and more powerful.