February 17, 2023

Maximizing ROI: The Importance of Procedure in One-on-One Influencer Campaigns

How to maximize your campaign using the ever-growing field of influencer marketing.

Written By:
Gary Lipovetsky
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Having worked on hundreds of influencer marketing campaigns, both large and small, our team and I have accumulated an abundance of knowledge backed by real world data. We’re now happy to share our findings with you to help maximize your campaigns in this ever-growing field.

At this point, it’s common knowledge that influencer marketing is a powerful tool for businesses looking to expand their reach and attract new customers. By partnering with an influencer who has a highly engaged following and aligns with your brand values, you can tap into their audience and generate genuine interest and brand affinity.

However, a successful influencer marketing campaign requires careful planning and execution. Here are some key steps to follow when engaging with an influencer:

  1. Identify the Right Influencer

Not all influencers are created equal. It's important to choose an influencer who has a strong connection with their audience and whose values align with your brand. Look for influencers who are a natural fit for your product or service and who have a dedicated following that matches your target audience. To determine if an influencer is a good fit for your brand, review their content, engagement metrics, audience demographics, and past partnerships.

  1. Negotiate a Fair Contract

A fair contract with an influencer is important because if an influencer is representing your brand, they should feel appreciated and valued, which will lead to a more effective and impactful campaign. When negotiating with an influencer, it's important to agree on the scope of work, deliverables, timelines, and compensation. Once those are established, both parties should discuss usage rights to ensure that both the influencer and the brand can use the content created during the campaign (and for a period of time afterward) for their respective marketing efforts. Usage rights should be clearly defined in the contract, including the duration, geographic reach, and medium of use. The contract should also outline the compensation for the usage rights and any potential future use of the content. By establishing clear expectations and rights regarding the content, both the influencer and brand can reach a fair agreement that leaves both parties happy.

  1. Provide a Creative Brief

Once you have identified an influencer, provide them or their manager with a creative brief that explains the goal of the campaign and provides guidance on the type of content you would like to see as a result of their effort. This ensures that both parties are on the same page and the content created aligns with your brand's messaging. A creative brief for an influencer campaign should include: campaign goals, target audience, key messaging and brand values, creative suggestions, required deliverables, campaign timeline, as well as any additional guidelines.

  1. Time the Launch of the Content

It's important to time the launch of the content to coincide with other marketing efforts and ensure maximum impact. The influencer should also be supporting the deployment of the content on all their audience cohorts.

  1. Receive Data and Calculate ROI

Once the content has had some time to deploy, it's important to receive data from the influencer and use best practices to calculate your ROI (Return On Investment). This helps you determine the effectiveness of the campaign and make data-driven decisions for future marketing efforts. To calculate the ROI of an influencer campaign with a single influencer, a brand should analyze engagement metrics (likes, comments, shares), reach (the number of people who saw the content), and conversions (i.e. website visits, app downloads, purchases, newsletter signups, etc).

  1. Amplify

Because you’ve agreed on the content’s usage rights in the negotiation stage, you have the ability to amplify the content on your existing social media accounts, your website, or even in real life, such as in your store. 

A well-executed influencer campaign with the correct support from the influencer, their agency (and/or management), and your brand, often delivers the best possible ROI for any marketer. By following the above steps and ensuring that the influencer aligns with your brand values and has a dedicated following that matches your target audience, you can expand your reach, grow your brand loyalty, and attract new customers.

To learn more about how working with Valeria Lipovetsky and the Valeria Inc. team can propel your brand and its story, please contact Kimberly Basian, Director of Strategic Partnerships at kimberly@valeriainc.com to set up a call.