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Influencer Marketing Strategy: Choose the Right Goal for Your Campaigns

If you wish to work with Influencer Marketing (IM) in a serious, structured way there’s no escaping from defining the right goals for your campaign. Think about it – you use campaign goals for your AdWords and Facebook Ads, so why shouldn’t you be using that in your Influencer Marketing strategy?

⚠️Disclaimer
Primetag is a ROI measurement platform designed for the Influencer Marketing industry. Primetag does not implement IM campaigns neither manages influencers.

This article covers:

Influencer Marketing goals and campaign objectives

Primetag platform helps clients by providing three different goals comprising six different campaign objectives.

BrandingInteractionConversion
ReachAwarenessTrafficEngagementConversionSales

Spread your message

Increase your brand awareness

Drive traffic to a website or an e-commerce

Generate interactions on your branded posts

Generate app installs, registrations and inbound

Increase your business revenues

You can read more about goals here

Defining goals for your IM campaigns helps focusing on you what you want to achieve.
From strategy to results, an accurate goal selection helps with:

Writing the briefing
Selecting influencers and Social Media (SM) channels
Influencer compensation
Campaign performance tracking

How to use goals in Influencer Marketing campaigns

Imagine you are a Brand Manager on a beverage and food category and you are about to launch a new product to the market. The most logical step would be to step up your Branding efforts by reaching a greater number of people and raising awareness for your amazing new product.

On Primetag you can choose to build a Reach campaign in order to deliver your message to the maximum amount of people or an Awareness campaign to get the maximum amount of views.

🗒️Note
Primetag platform allows you to choose only one objective per campaign, nevertheless you can implement several campaigns at a time and find what works best for your business.
GoalCampaignKey metricKPIKPI description
BrandingReachReachCPMThe cost per reaching 1000 users
BrandingAwarenessImpressionsCPMThe cost per getting 1000 views

Now that you’ve decided to run one or more campaigns to launch the new beverage you have a clear path when making decisions.

1.Briefing
It will help you to write a better briefing so influencers can best understand what you wish to accomplish with your campaign and manage their expectations accordingly.
2.Influencer benchmarking
Benchmark influencers according to their average performance, regarding audience reach and the number of impressions for example, so you can pick the right ones for your campaign. You can also choose the influencers SM channels that you expect will perform the best.
3.Influencer compensation
You can make a conscious decision, depending on the type of influencer and collaboration, whether you wish to pay a sponsored post right from the start or tie the influencer’s compensation with the contents performance using the campaign’s KPI.
4.Performance measurement
Measure the campaign’s performance according to one main KPI, so you can keep track of it and share relevant data with your team.
5.Campaign optimization
Make adjustments while the campaign is still ongoing in order to improve your ROI – Return On Influence.

The Influencer Marketing campaign objectives brands are using right now

Awareness objective accounts for more than half of the campaigns built using Primetag’s software.

Influencer Marketing Campagin Types Graph

Awareness (57%) accounts for more than half of the campaigns built using Primetag’s software. Together with Reach (14,5%) that makes almost three quarters of all campaigns. We can conclude that Branding is the main goal for our clients.

The Interaction goal comprises the remaining campaigns, split into Traffic (28,1%) and Engagement (0,5%).

Breaking down the numbers

Awareness and Reach are used because they are simpler to communicate, build and operate. When working with the right influencers it can be quite easy to reach a vast audience using Instagram stories and posts. This type of campaigns generates results right from the start.

Traffic campaigns drive people to an e-commerce website or landing page and are also pretty straightforward to operate. Besides Instagram stories, Facebook and Blogs are also used to drive traffic to the clients’ web properties.

Media Channels Per Campaign Type Graph

Conversion and Sales campaigns are more complex to operate. Besides all the steps we’ve discussed previously, like producing a briefing and choosing the right influencers, clients need to have an integrated strategy. This may involve not only the sales team but also the IT department because there’s a need to install a tracking pixel to accurately measure conversions and sales on the e-commerce website.

It’s also more complex to come with an agreement with influencers so they can be prepared to pitch and sell products – they may feel comfortable with recommending a product but not with selling it.

Find the right IM campaign for your brand’s marketing strategy

Choosing the right IM campaign is a fine balance between your brand’s goals and what the influencer is capable or willing to provide.

In traditional advertising, TV, radio, press and in digital advertising like FB ads and Adwords, the channels may seem agnostic – meaning that the consumer has no preferential method for receiving advertising.

With IM things don’t work exactly that way. Every influencer owns a communication channel, produces content and is in control of the relationship with its audience. Plus he or she is a real person with a specific character, taste and set of beliefs.

Choosing the right IM campaign is a fine balance between your brand/company’s goals and what the influencer is capable or willing to provide. Here’s a simple example: 

Influencer Icon Illustration

Influencer A

Has great communication skills and can reach a big audience. She may be the right person to introduce your new product to the market thus generating awareness.

Influencer Icon Illustration

Influencer B

Loves knowing every detail of a product and can explain a very complex feature in a simple and easy way. Therefore he may be the right person for conversion and sales.

Influencer Marketing Strategy: Choose the Right Goal for Your Campaigns

If you’re a data driven marketer and all this seems very ethereal you can also use this framework to help you make better decisions

GoalBrandingInteractionConversion

Campaign Type

ReachAwarenessTrafficEngagementConversionSales

Campaign Description

Deliver your message to the maximum amount of people

Get the maximum amount of impressions

Drive people to an e-commerce website or landing page

Induce people to interact with content, such as liking, commenting and sharing

Accomplish specific actions like a download or newsletter subscription

Generate sales on a e-commerce website

Key metric

Reach

Impressions

Clicks

Engagement rate

Conversions

Sales & Revenue

KPI

CPM

CPM

CPC

CPI

CPA

CPS & ROI

KPI description

The cost per reaching 1000 users

The cost per
getting
1000 views

Cost Per Click

Cost Per
Interaction

Cost Per
Action

Cost Per Sale
& Return
On Investment

Final thoughts

The lack of an Influencer Marketing Strategy playbook is a legitimate reason why many brands and marketers are not considering it yet as part of the marketing mix. I admit that’s hard to calibrate expectations regarding IM. Furthermore when working with several Influencers simultaneously it’s also hard to have a clear view of the campaign’s stage, published content or achieved results.

Discover how this Coffee Brand, one of the world’s largest food and beverage companies, used Primetag platform to plan, develop and implement an Influencer Marketing campaign. Managing the launch of a new product with our software allowed a 280% increase in ROI. Read the step-by-step guide on IM optimization:

Executing a killer influencer marketing campaign: step-by-step guide
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I am a communication designer with experience in sales and e-commerce. At Primetag, I am currently helping build a scalable SaaS business model – which aims to connect brands and influencers – and, in the process, develop a new industry.

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