Unlocking the Secrets of a Successful Influencer Marketing Campaign: A Behind-the-Scenes Look

Influencer Marketing And UGC

Katie Williams 09 March 2023

In today’s digital age, social media platforms have become a significant marketing tool for businesses to reach their target audience. One of the most effective ways to use social media for marketing is through influencer marketing.

Moburst’s influencer team’s primary responsibility is to identify and partner with influencers who have a significant following on social media to promote a brand’s products or services.

In this article, we’ll provide you with a glimpse into what goes on behind the scenes of crafting, analyzing, and optimizing a successful influencer marketing campaign. We’ll explore everything from creating an effective sourcing plan to developing targeted strategies, plus tips for gauging success along the way. Join us as we uncover all there is to know about this powerful form of digital advertising!

What Can an Influencer Marketing Agency Do for Your Brand?

Our Influencer marketing team focuses on forging relationships with social media creators in order to increase awareness, engagement, and credibility for brands. The team strategizes creative campaigns that leverage influential people’s reach to maximize our clients’ visibility online.

• Each influencer marketing manager on our team typically spends a significant amount of time on social media platforms. On average, each team member will spend approximately 15 hours on social media each week!

• This involves analyzing data to determine which platforms are most effective for their target audience but also scrolling through the feeds to find the most relevant influencers to partner with. We also make sure to stay up-to-date with the hottest social media trends and identify the best platforms for our campaigns.

Mastering Influencer Marketing: A Step-By-Step Guide for Success

Moburst’s influencer marketing team sources the best influencers for each of our clients and leverages their presence on social media to promote a brand’s products or services. Our workflow consists of the following steps:

Defining Goals & KPIs

When defining goals and KPIs for an influencer marketing campaign, our influencer marketing team considers factors such as:

• Campaign objectives: What are the desired outcomes from the campaign?
• Target audience: Who is being targeted with this campaign?
• Budget: How much money is available to spend on this campaign?
• Timeline: When should certain milestones be achieved?
• Metrics: What measurable results define success or failure?
• Platforms: What social media platforms will be used to reach the target audience?

With these in mind, we create clear goals and metrics that accurately reflect our clients’ needs. By defining these KPIs up front, we ensure that their campaigns will have a greater chance of success.

Sourcing Influencers – Influencer Marketing Statistics

When it comes to sourcing influencers, we have found that to activate 10 influencers, we need to reach out to around 100 influencers. This may seem like a tedious process, but it’s essential to ensure we find the right influencers that align with the client’s values and target audience.

To source the right influencers, we look at 5-10 key metrics such as followers, average views, engagement rates, and audience demographics. These metrics help us determine if an influencer is a good fit for the brand and if they can reach the desired target audience.

Developing the Campaign Strategy

Crafting a strong campaign strategy is essential for ensuring success. Our strategy typically includes the following components:

• Goals and KPIs: The team establishes measurable objectives and key performance indicators to track success based on the first step in our workflow.
• Target Audience: We then identify the client’s target audience, what platforms they are active on, and how best to reach them.
• Influencers: We engage with influencers who align with the brand and have an engaged following within the desired target audience.
• Content Strategy: Once we’ve established which creators are the best fit for our client, the team develops creative content that will resonate with the target audience and effectively promote the brand.
• Campaign Management & Analysis: Lastly, we determine how we will oversee the execution of the campaign and set metrics to measure its effectiveness based on each brand’s individual needs.

By implementing this structured approach, we are able to achieve the desired outcomes for each of our clients.

Publishing Content

The next step in our workflow is to publish our clients’ content on various social media platforms. We use the previously devised strategy to determine which channels, designs & visuals, and publishing schedules will be most effective for our clients. 

Analyzing & Optimizing Campaign Performance 

Our team takes various metrics & influencer marketing statistics into account whilst measuring and optimizing our clients’ campaigns. We look at total reach, views, engagement rates (i.e., likes, comments, saves, and shares, compared to the total number of views), hard KPIs/conversions, and CTR (i.e., downloads, website visits, etc.)

The ideal hard KPIs can vary depending on the type of campaign and the platform being used. For example, when it comes to measuring the success of a mobile app’s influencer marketing campaign, we know that Facebook and Instagram typically have lower CPIs (cost per install) compared to LinkedIn or Twitter. This is due to differences in ad pricing and targeting capabilities.

In general, we believe a good CPI for mobile apps is one that is in line with industry benchmarks and meets the campaign’s objectives. However, industry benchmarks can also vary based on factors such as industry, audience, and ad placement. 

Ultimately, what constitutes a good CPI will depend on the specific campaign and its goals. For some campaigns, a higher CPI may be acceptable if the target audience is highly engaged and likely to convert, while for others, a lower CPI may be necessary to ensure a positive ROI. It’s important to track CPI alongside other key performance indicators (KPIs), such as click-through rate (CTR) and conversion rate, to assess the overall effectiveness of an ad campaign.

Influencer Relationship Management

In order to secure a winning influencer marketing campaign, the relationship between the agency and the influencers must be managed. Tasks such as maintaining communication, creating an atmosphere of trust and collaboration, providing clear guidance on expectations and results, and addressing feedback quickly are crucial for building an effective partnership. All these activities help pave the way for longer-term relationships that can benefit both parties.

Collaborating with influencers may sometimes pose challenges, but it is nonetheless an important part of the campaign process. It ensures that all sides are aware of responsibilities, expectations, and agreements in order to keep the relationship mutually beneficial. 

IRM (influencer relationship management) includes setting clear guidelines for the type of content that can be created by the influencer, understanding how brand messaging will be communicated through the influencer, and creating metrics for success in tracking the effectiveness of campaigns. Additionally, it’s critical to provide appropriate feedback so that influencers can optimize their performance and continue creating value for your brand.

Despite the importance of meeting deadlines, our influencer marketing team has encountered some wild & hilarious excuses from influencers as to why they couldn’t turn their work in on time. One of the most memorable excuses was that an influencer dyed their hair and felt the edits would look inconsistent. It may not have been the most professional excuse, but it certainly gave us a good laugh!

Key Takeaways

In conclusion, an influencer marketing agency is essential to the success of a brand’s campaign. With the right tools and expertise, they can accurately identify the best influencers for your target audiences, create content that resonates with your marketing goals and messages, and help maintain productive relationships with these influencers in order to achieve desired results. All of this can prove invaluable for any business looking to maximize the return on their investments in influencer marketing.

Katie Williams

Katie is an Influencer Marketing Manager at Moburst. She has been in the social marketing space for nearly a decade and currently leads Moburst's Creator Network for user-generated content. She is a classic Millennial and may have 99 problems, but influencer and creator marketing ain't one.

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