Step 3: Communication!
Once you’ve found the perfect match for your brand, communication is key. You and your influencers should have the same outlook on your product or service and want to highlight the same things. For instance, if you are marketing a health drink rich in vitamins and antioxidants to be used in addition to regular meals, you do not want your influencer to market it as a meal replacement.
Communication is also essential when measuring the analytics of your influencer’s posts. Likes and follows may be helpful to understand how your posts are functioning but are not all you need to know. Other metrics like impressions, reach percentage, engagement and views will give you more of an insight on your campaign’s success. According to Nikki Gilliland of Econsultancy.com, “Another method used to measure direct impact is to include affiliate or attribution links in the influencer’s content, which will then provide clear data such as click-through rate as well as conversions. Promo codes can also be effective in this way, as they offer a direct link between the campaign and levels of conversion.”