Speaker A
Let's be honest, paid ads are getting more expensive, less effective, and people don't trust them anymore. You can spend thousands of dollars running a campaign and still don't know if they'll convert. But there's this method that has been outperforming everything recently, and that's influencer marketing. If done right, it builds trust, brings attention, and scales your brand without burning cash. In this video, I'm going to show you exactly how to run an influencer marketing campaign step by step. Whether you're a business owner who wants to start influencer marketing or you're an influencer marketing agency owner or someone who wants to start an influencer marketing agency, this video will be perfect for you because I'll show you, in seven simple steps, how an influencer marketing campaign works. For all of you who don't know, my name is Noah. I've been running one of the first agencies that specializes in influencer marketing in Croatia, now working with worldwide brands and worldwide influencers. Let's get right to the steps. Step one in an influencer marketing campaign is, of course, choosing and defining what you actually want from this campaign. Here are three usual goals. The first goal is sales and conversions. If you want direct ROI, you're going to use trackable links, affiliate codes, and a strong call to action. You're not going to use some indirect placements or something like that; you need to have a strong call to action in your YouTube integration, TikTok, Reel, whatever you are doing. If you want to do social growth or followers on social media, you want to do giveaways, challenges, and influencer takeovers; these are stuff that works the best. If you want brand awareness, you want people to know that you exist. You need to do some engaging content, a lot of micro-influencers or one macro influencer depending on your budget. How to structure your budget while I'm on this budget thing. Let's say this is your budget. You can allocate it to all that to one big influencer, or you can do a lot of small influencers and one midsize influencer. What I recommend to do is never, never put all your budget in one influencer. As one saying goes, don't put all your brackets in one basket. So what to do? If this is your budget, do one midsize, do two smaller ones, another midsize. Experiment. Try to do as much as you can with your budget. Of course, if you have higher budgets, you can do one big influencer, two smaller ones, 10 micro-influencers, and then see what works the best for you. Step two will be mapping out your creative vision. That doesn't mean writing scripts for influencers, but it means just setting the tone, setting the brief for the influencer. You need to ask yourself, do you want educational content? Do you want humor? Do you want it to feel like an ad or more natural? You need to set a creative vision, creative direction, and go in that direction. Based on this creative direction and based on these objectives, you will create briefs for influencers, which they will, of course, follow. This step is often skipped, and that's one of the main reasons the campaign fails. You need to guide the creator with a clear vision and make good briefs, and you will get good results. Step three is knowing your target audience. You're not just finding influencers and collaborating with influencers. You're collaborating with people who know how to speak to your target audience. What you need to do is step one: analyze your existing customers. Step two: do a light market research. See what your competitors are doing, how they are collaborating with influencers, who their audiences are, and everything else. The last thing: buyer personas. Create a buyer persona with age, platform they use, and content they watch. Another great thing to do is think about which influencers would be good promoting this. If you are selling gymwear for women over 30, you won't go to 90-year-old TikTokers doing skits and stuff like that. Use logic and think, create these buyer personas, and it will be very, very good. Step four will be identifying influencers. Here is where all the magic happens. You are finding the right influencers for your brand. There are many manual routes and many paid tools that you can use. The one that I recommend to start if you do not have budgets to find influencers with paid tools, you can use Instagram search, hashtags, explore pages, tagged content. Also, a good tip is to use suggested. When you find a good influencer who matches your criteria, go to suggested and find influencers who match, who are similar. Instagram is very good at this. It will recommend good people. Same as TikTok, you can do hashtags like I put here. You can filter by this month to see the latest influencers. You can also use the suggested feature on TikTok. Another thing that you can do is YouTube search by topic and sort by month and views in the last 30 days. Another way to find influencers is using paid tools. There are many, many influencer research tools. One of my favorites is Modash. I use this when I want to scale or manage multiple deals at once. You can message me for an extended free trial where you will get a lot better features than in a normal free trial. But this is only for business owners who want to do influencer marketing and this is only for agency owners who actually have clients, have brands, and are looking to scale with Modash. Not for beginners who have never ever closed the deal. So if you fit in any of these two categories, you can message me and I'll give you an extended free trial because I love working with Modash. Step five is contacting. Now you reach out. This is where most people mess up. You need to keep it short, personalized. Ask about deliverables and rates. Do not overcomplicate it. You can use a template like this. You can put collaboration opportunity with brand name or if you are an agency, you don't need to put brand name. Just what the brand does. Personal part, of course, always add this: I hope you're doing well. My name is your name and your own. What? I'm reaching out regarding potential collaboration with brand name or what the brand does. We'd love to explore the possibility of working together, adding you to this campaign. Experiment with this. Don't use this as a copy-paste because it won't be that good. YouTube integration, fully dedicated YouTube video, these are the services or deliverables. So you will add here TikTok, Reel, story, whatever the brand wants. The campaign is set to launch at the end of March and we'd love to discuss how we can align this with your content. Additionally, if you could share your media kit, this is for building a relationship. Whether you are a business owner or agency owner, you want to have a good relationship with influencers. It would be very helpful for future collaboration opportunities. Looking forward to your response. Wishing you a great weekend. That's basically it. The thing that you need to do is two to four follow-ups always because they are very busy and they won't respond right away. Also, never DM them or stuff like that. Always go to business email because it's the most professional approach. Also, after you get the reply, negotiations will start. Of course, you won't close the deal right away. They'll negotiate, especially if they are managed by managers or agencies. They'll try to get the best price possible. A good tip is to try to bundle Reel plus story or TikTok plus Reel plus extra usage or something like that so you can get the lower price, and if you're an agency, charge more from the brand. Step six is contracts. Once the deal is set, you are sending a contract outlining clear deadlines and serv...
