With how impactful influencer marketing is for brands of all sizes, it’s unsurprising that many brands have begun the search for the right influencer agency to help them design outstanding influencer campaigns.
Influencer marketing has become a significant piece of marketing spend for all industries and niches—and for good reason. Influencer marketing allows brands to connect with hard-to-reach target audiences, build credibility and trust, show authenticity, and increase sales and traffic, amongst other things.
Influencer agencies are experts in all-things influencer marketing. With dedicated teams of social wizards, an influencer agency can help brands build impactful influencer campaigns that have lasting results.
But how do influencer agencies execute campaigns? Let’s get into it.
Once you have selected your agency to work with, and budgets and scope of work have all been negotiated and signed off, the real fun can begin.
An agency will work from a given brief, including a brand’s target audience, key campaign messaging, and key product focuses, just to name a few things. With this information, an influencer agency can develop a creative strategy and idea that influencers can use as a guideline. The creative strategy will take your brand values, messaging, and tone of voice into account.
Once this is aligned and confirmed, influencer agencies will then create a list of influencers they think will be a good fit for the campaign. Influencer agencies have access to the entire influencer marketplace, and understand the importance of looking beyond vanity metrics. All influencers shared with clients will align with the brand’s values and campaign messaging to ensure all potential partnerships are authentic—something incredibly important in today’s influencer marketing climate.
Influencer agencies put potential influencers through thorough vetting processes. Not only will agencies look beyond typical social media metrics, but they will assess the influencer’s own tone of voice, previous brand partnerships and will conduct desk research to find out if an influencer might be a potential PR risk for your brand.
Once the influencers have been approved, influencer agencies will outreach and negotiate content terms and contract with the influencers. Influencer agencies are experts at building relationships with influencers to ensure a smooth content approval process, which not only helps the campaign in question, but any future campaigns with the chosen influencer.
People often think influencer marketing is expensive—and it can be—but an experienced agency has practice negotiating prices that work for both parties. Having worked on hundreds of influencer marketing campaigns before, agencies know how much content should cost based on an influencer’s audience and engagement. If they notice an influencer is asking for more than expected, they will either negotiate a new price or find an alternative.
Once all content is approved, influencer agencies will ensure all content goes live at the right time. The posting time will be a combination of the best time to post on each platform, and the influencer’s insight into times they achieve the highest engagement.
Influencer agencies will monitor the progress of all content from the get-go, ensuring organic performance is where it should be before initiating any agreed paid boosting.
Influencer agencies will provide their clients with complete and concise end of campaign reports. These reports will break down exactly what worked well, why it worked well, and how it could be improved on in the future. They will identify the key elements of each influencer that worked so you know to look for these similarities in other influencers.
If you’re wanting to newly or further integrate influencer marketing into your marketing strategy, partnering with an influencer marketing agency is the best way to ensure success. From finding authentic and relevant influencers to negotiating pricing, an agency will handle all the heavy lifting so you can focus on other aspects of your business.
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