Download HubSpot’s Official Guide To Influencer Marketing [FREE RESOURCE]
If you don’t yet have an influencer marketing strategy for your business, you’re missing out on one of the fastest-growing trends out there. In fact, you could be missing out on a 20x return on your investment. In this video, you’ll learn how to build an influencer marketing strategy to help grow your business, no matter the size. From mega influencers with over one million followers to localized nano influencers, this tutorial on creating an influencer marketing strategy will cover influencer research, outreach and agreements, campaign measurement, best practices, and common mistakes. For inspiration, we’ll even take a look at a huge brand’s successful influencer marketing campaign!
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So here's a crazy fact I learned Recently every $1 spent on influencer Marketing can generate up to $20 of Profit that's a 20x return on investment Absolutely mad so that's why I'm here to Walk you through crafting an influencer Marketing strategy as I create one for My own business Jamal's cookies plus I'll take a look at the biggest mistake To avoid when entering the world of Influencers and how even one of the most Beloved and ubiquitous brands in the US Was able to benefit from an influencer Campaign you're not going to want to Miss that so be sure to stay tuned to The very end now I'm looking for an Influencer in the food space to show off How delicious and affordable Jamal's Cookies are so I'm going to start there One of my favorites to cover the food Space is Barbara Castello AKA brunch With Babs the internet's Grubb and Grandmother I see that she post ads like This one for athletic Brewing company's Non-alcoholic beer in a way that's Organic to the way she typically posts For her audience so in the influencer Research template I'll fill in the Permanent information like platform Follower account contact information and Category you can use an engagement rate Calculator like this one from flanks for A bird's eye look at a particular Influencer's impact Babs has a good but
Average engagement rate on Instagram for What we call a mega influencer or an Account with 1 million plus followers You could find that macro micro and Nano Influencers may actually have a higher Engagement rate due to their smaller but Highly engaged audience I suppose that Probably makes Babs a Nana influencer Because she's someone's Grandma Mega influencers reach is Usually equal to the rates they charge So if you're a smaller business you may Get more return on investment with a Micro or Nano influencer so just to be Thorough I'm going to investigate a Micro influencer I really like Alex KY AKA my kitchen drawer on Instagram her Engagement rate is a bit lower but that Might mean more affordable it's worth Doing thorough research at every level Of influencer so you can determine what Will work best for your brand some Things to keep in mind during the stage Does the product you're selling match What the influencer's audience is Interested in is the influencer's reach In the same place as your target Audience if you're trying to reach teens For instance a licked in influencer Probably isn't the way to go does the Influencer's demographic match the buyer Persona you're trying to appeal to and Finally is the influencer well-liked on The whole remember they'll be associated
With your brand so if you're a wholesome Cookie person like myself you probably Don't want someone controversial or edgy So you settled on an influencer you'd Like to work with now what once you've Identified your candidates it's time to Start Outreach in the free HubSpot ebook There are some great templates for Starting the conversation via email or DM when you're starting Outreach try to Take advantage of any Mutual contacts You might have for an introduction but Always be professional and honest with What you're looking for a few few things To keep in mind when you begin to reach Out to influencers State your goal Clearly let them know at the outset what Outcome you're hoping for show them Visual examples of other campaigns that You like to give them a Showcase of what You're looking for keep the numbers Simple don't bog them down too heavily In the data give them the brass TXS that Are relevant to your campaign be clear On the responsibilities of Who You Partner with are they creating the Content or just sharing it finally don't Micromanage you want to brief them on Your goals and intentions but allow them The space to pitch ideas that work for Their own brand the more authentic the Content is to the influencer the more Engaged Their audience will be when the Time finally comes to drop an agreement
Be sure to cover all of your bases this Includes things like the extent of the Partnership method of compensation the Type and amount of content included Promotional requirements approval Process content copyright and sunset Clauses in other words how long the Sponsored content should stay live on The page there's a lot to go through Here and I'm not a legal professional so Make sure to get the contracts looked Over by an attorney but once contracts Are in motion the agreements tracker in The template makes it easy to track and Manage the status of contracts and Deliverables so be sure to check that Out too I just have to copy over the Influencer info and use these dropdowns To change the status of the field so Here I've sent the contract to Babs and I'm waiting for her to get back to me While the other contract is signed and Delivered so contracts are signed Content is live now what well once the Campaign is complete I'll move to the Campaign measurement tab in the template And start tracking just how well it Performed I'm going to input the total Impressions engagements and clicks and Visits to the Jamal's cookies website as A result of that specific piece of Content and not too shabby in the long Run keeping track will not only help you Determine your total return on
Investment but over time also help you Form a clear picture of the type of Influencers and content that are getting You the most value influencer marketing Can feel like a whole new world to a lot Of us especially if you've been Entrenched in more traditional marketing Methods so what are some of the best Practices when you partner with an Influencer I touched on it a little Earlier but I want to underline its Importance the best tip I can offer is To partner with influencers that support Your Brand's message your company's Culture and your personal moral and Ethical standards do thorough res Research on the influencers rant Previous Partnerships and reputation Before signing any contracts and to that Last point you should always have Contracts handshake deals have no place Here even if they have really nice nails That are perfectly manicure always make Sure everything is in writing with Responsibilities and expectations Spelled out clearly point out the value You can provide to the influencer to Show them why the partnership would be Mutually beneficial sure you're paying Them or giving them free stuff but Perhaps crossposting with your Brand's Own social accounts will lead to new Followers for their accounts as well to That end you should also be interacting
With their content organically through Social media and not just the stuff You're tagged in authenticity goes a Long way for both your partnership and The relationship with the audience now If you're new to this world it's super Easy to fall into some common mistakes So what should you absolutely avoid at All costs first do not force your Product on an influence that just Doesn't make sense we all remember the Kendall Jenner Pepsi ad it might be Tempting to go after a big name if you Got the budget but if you're audience Doesn't intersect with your own the Outcome will only damage both brands People don't like it when things they're Not interested in are forced onto their Feeds common mistake number two Prioritizing the number of followers Over engagement remember just because an Influencer has 10 million followers Doesn't mean 10 million people are 100% Engaged if you're deciding between two Options one with a million followers and Poor engagement and one with 15,000 Followers and excellent engagement Generally you're better off going with The ladder mistake number three not Defining goals it's critical to be Absolutely clear I'm talking clearer Than a VBS diamond with your key Performance indicators so you can track The success and value of your campaign
Know which metrics are going to truly Benefit your business defining your Goals will help you choose the right Influence influencers to partner with Hold them accountable for the benchmarks You s and will help you be able to Define the success of the campaign in Total number four not providing a wellth Thought out brief you want to be able to Clearly show your goals timeline budget Target audience and key info about the Product you're featuring if you're a Vegan brand for instance it should be Mentioned in the brief that the Influencer shouldn't be using any meat Or animal byproducts in their content That's promoting it the flip side to This is common mistake number five not Letting the influence be creative it's Important to write a comprehensive brief But you're hiring these folks for a Reason they know how to talk with their Audience the best so let them as long as Expectations are clearly defined Influencers will create more effective Content for Their audience when you give Them the freedom to do so at the start Of this video I mentioned taking a look At an influencer campaign for one of the US's most beloved Brands so what was I Talking about well as you probably are Aware America runs on Duncan and in 2020 Tik Tok was running on Charlie demello's Dance videos as she was the first
Creator to reach 100 million followers On the platform Charlie was often seen Sipping iced coffee in her videos and Soon enough it became clear that it was Duncan can you see where this is headed In an epic partnership Duncan created The Charlie a drink inspired by the Influencer's usual order the star Promoted it on her Tik Tok along with an Offer for 100 bonus Duncan rewards Points if they ordered the drink through The Duncan app and he guesses on what Happened happened uh yeah downloads of The Duncan app increased by 57% thanks To the Charlie undoubtedly Duncan's goal was to Increase app installs through this Partnership and it 100% worked so with All that said influencer marketing is Serious business in the form of fun Content and the great news is your Business doesn't have to be left behind In this ever evolving age of influencer Marketing so be sure to download hubs Spots free influencer marketing kit that Includes the templates that I use in This video and and a complete ebook with All the ins and outs you need to know For a successful influencer campaign What is your business done to partner With influencers let us know in the Comments below and be sure to like And Subscribe to hubspot's YouTube channel For more great tips tricks and howtos
From yours truing now if you'll excuse Me I think I got to go get the Charlie From Duncan I don't know if that Promotion's still running but if it Isn't I'm going to bring it back until Then I'll see see you next Time I can find this client info have You heard of HubSpot HubSpot is a CRM Platform so it shares its data across Every application every team can stay Aligned no out of sync spreadsheets or Dueling databases HubSpot grow Better
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