How to Plan a Facebook Influencer Marketing Campaign
We’ve established that Facebook is a good platform for your influencer marketing campaign. What’s next, you ask? How about we look at a few key steps involved to plan an effective Facebook influencer marketing campaign.
1. Set Clear Goals and KPIs
Before you set the ball in motion and take any action, you must define your campaign goals. Figure out and make a note of what you want to achieve by running said Facebook influencer marketing campaign. Doing so will help you plan your next steps better.
Given the vast audience on Facebook, there are ample customer acquisition opportunities. Improving your brand exposure, awareness, and driving your engagements are obviously the ways to go about it.
But those are qualitative and subjective terms. While they may serve as your motivation behind the campaign, they aren’t enough. You need to quantify the goals you’ve set for your campaign. Decide the key performance indicators (KPIs) and metrics you will use to measure the success of your campaign.
These can be anything – engagement rates, increase in followers, click-through rates (CTRs), conversion rates, search engine rank, etc. In fact, according to the previously cited Bloglovin’ study, 44% of influencers rated followers as the most important metric. Engagement metrics such as shares, comments, and likes were close behind.
Build upon this, and establish quantifiable and achievable goals. It’s not enough to simply declare that you want improved brand awareness from your campaign. And that you’ll be measuring that by tracking engagements on Facebook. Define this goal further by putting a number on the increase in content interactions you want to target.
By defining proper goals, KPIs, and quantifiable targets, you’ll be making the job easier for yourself as well as your influencers. Remember, failing to plan is planning to fail.
Finding the right influencers for your brand can mean the difference between a successful campaign and a failed one.
There are a number of factors that you should be considering when looking at potential candidates. Least of which are:
- Niche – Consider your brand’s niche and try to find influencers from the same domain. Collaborating with influencers who align with your brand’s values. Better still, those who genuinely believe in your product is important. This ensures a certain level of authenticity in their content. Asking a Vegan to promote your meat business is just all sorts of wrong.
- Audience – It’s important to consider their audience size and number of followers. If your goal is to reach the maximum number of people, you should be looking at top-tier influencers. Although, it’s equally important to consider the type of audience they have. If they aren’t the people you’re looking to market to, large numbers won’t do you any good.
- Voice – Depending on the type of message you want to relay, find someone with the right voice. You want someone authoritarian for a serious and professional message. Likewise, someone casual and comical works better for light-hearted content.
- Engagement Rates – If your aim is to improve your brand engagement, you want to work with people who are capable of driving high engagement rates. You might want to consider working with mid-level if not micro-influencers to achieve that. Although they have smaller audiences, their engagement rates can be much higher than mega-influencers.
3. Reach Out to Them and Decide on a Structure
Subsequently, you need to work on your influencer outreach and pitch your campaign to them. Regardless of whether it’s an individual or a Facebook Page, you should approach them directly. But before you do, remember to research them thoroughly.
The easiest way to make a good first impression on them is to show that you’ve made an effort to get to know them. Check out their existing content, use it to establish a common ground, and start building your relationship from there. Don’t go straight for the ask.
With a good pitch and a lasting first impression, it will be easier for you to convince them to partner with you.
What follows is figuring out the details of the campaign and defining a structure. This includes things such as:
- Timeframe for the Campaign – Clearly communicate your deadlines and time frame to your influencers.
- Content Production and Usage Rights – It’s important that you’re both on the same page as far as content expectations go. I don’t just mean the type of content but also the usage rights for them, especially if you intend to repurpose their content later.
- Compensation – This is a tricky conversation and negotiation to navigate. The type, amount, and means of compensation should all be determined.
- FTC Regulations – The FTC regulations as far as sponsored content is concerned are very clear. Remember go through them thoroughly and provide accurate instructions for your influencers on how to follow them.