Your Brand Launched A Campaign. Now What?
So, you just finished an influencer campaign and you’re trying to figure out what to do next. As brand marketers, sometimes all we want to do is relax and take a breather after finishing a campaign. Unfortunately, if the marketer is taking a rest and not doing anything, then the brand is losing potential awareness with consumers. We know, it's a relentless cycle of go, go go!
With that in mind, should you immediately start putting together another influencer campaign? Should you build a new campaign using a different marketing strategy? In this blog, Hollywood Branded explores two key steps that a brand marketer should take after completing an influencer campaign before moving onto a new campaign.
Evaluate The Campaign
Following the completion of a campaign, the first step for a brand marketer should always be to evaluate it. Without evaluating, how can one know whether or not the campaign was successful? And it's ok to find areas that need future improvement. No one hits it consistently out of the ballpark the first time or the 4,000th time, at bat.
To do this, pull as much relevant data from the campaign as you can and compare it to the metrics, or KPIs (key performance indicators) that you put in place prior to launching the campaign. What? You didn't put in KPI's? Then now is the time to start developing them based on what happened with this campaign. These metrics could be reach, impressions, increase in downloads, click throughs, or even sales.
Once you've gathered all of the necessary data, take a look and see which KPIs were exceeded, met, or missed. For those that were met, discuss with your team about what can be done better next time in order to exceed the metrics you put in place.
For those that were missed, evaluate what went wrong and figure out what can be improved for the next campaign. Maybe you didn't utilize the correct influencers, or maybe the content created didn't effectively resonate with your target audience. Whatever it is, be sure to figure it out so that you don't repeat the same mistake on any future campaigns.
Once you’ve analyzed those metrics, the last thing that you should do is take a look at the cost vs success ratio and compare that to other marketing efforts that you’ve done in the past. If you’ve been able to meet or exceed the majority of your KPIs while spending the same or less money than you may have on other marketing efforts, then that’s a clear sign of a successful influencer campaign!
Repurpose Influencer Content
This is one of those post steps that often goes overlooked by brand marketers. Content created by influencers holds a lot of value. Brand marketers that aren’t repurposing and delivering that content are losing out on a great opportunity.
Here are a three different ways that influencer content can be effectively repurposed and redistributed.
"Influencer-created content increases conversions by 10% when included in the online purchase path."
#1 - Repost Influencer Content Onto The Brand's Social Media Accounts
In doing this, brand marketers can make sure that the content created by influencers reaches the broadest interested network possible. Their own! This will also help a brand build trust and notoriety amongst their existing follower base as well as drive other influencer’s audiences to the brand’s social channels. Oh and here's a fun fact – influencer-created content increases conversions by 10% when included in the online purchase path.
#2 - Use For Social Media Advertisements
Using influencer content is great for sponsored posts on social media. In fact, ads with influencer-created content generate 5-times greater click-through rates. To figure out what to use, find which pieces of influencer-created content converted the best during the campaign and pump some dollars behind it. The great part about using this content for ads is that its already been validated by your target audience. Now that's bang for your buck!
#3 - Collect High Value Testimonials
Usually, the goal of an influencer campaign is to get brand relevant influencers speaking highly of your product or service. Assuming the influencers you worked with did just that, you should have a lot of great testimonials that can be reposted on brand accounts. Also, because of an influencer’s status, these testimonials can actually hold more weight over other testimonials written by your everyday consumer. Make quote cards and post up your favorite quotes on your social!! And make sure to credit the influencer with a link back to their post to share that love some more.
As beneficial as these two steps can be, they unfortunately can only be taken after completing an influencer campaign. A brand marketer's first focus should be to put together a successful campaign or else he or she will never reach a point where these two steps are necessary.
Learn 3 insights to create affordable influencer marketing that sells, and read our blog about how to find the right influencer for your brand.
If you aren’t quite sure on how to put together a successful influencer campaign just yet, working with an agency that specializes in influencer marketing will make this easier for you. To learn more about how Hollywood Branded can help your brand launch a successful influencer campaign, check out our Social Influencer Guide below or download our Social Influencer Brochure.