Brand Tips

We are passionate about influencer marketing because we know it’s one of the most effective ways to scale, but it’s also time consuming.

Our software solution allows you to stay focussed on the other aspects of running your business without ignoring the potential influencers have as your digital sales people.

We help you by making your influencer marketing initiatives as easy as possible.

Here are the steps you can take to get started:

1. Figure out why you are engaging influencers; what’s your objective? (see our tip on Goal Setting for help deciding)
2. Fill out the Campaign Builder and post it to the momfluence marketplace so influencers can apply directly
3. Invite influencers to apply from our Discover Influencers section if you want to widen the prospects
4. Make the final hiring decisions using our budgeting tool on your Campaign Dashboard
5. Review the content for approval on your Campaign Dashboard
6. Watch the content go live on the various platforms
7. Review the Insights and Analysis on the campaign ROI on your Campaign Dashboard

There are so many factors that go into how much you should spend on a campaign ranging from:

• Size of influencers (micro, medium, large?)
• Number of influencers
• Total deliverables
• Length of campaign
• Amount of product gifted

Schedule a call with us so we can give you our two cents on how much you should spend based on your campaign goals.

Multi post campaigns are those that are sure to be far more effective. It takes on average 7 interactions between a potential customer and your brand before they convert to a customer, so keep that in mind when you are planning your campaign length. Anything above 3 months we feel is the best option.

Our recommendation is 3 months, 3 in feed posts, 6 slides for stories total.

Ask yourself what success looks like for you. What will you be happy with achieving?

As a general rule, one goal per campaign is ideal, but often multiple goals are competing with each other. Generating content for example, is an easy goal to double up on, but trying to generate brand awareness & drive sales might be overreaching. When multiple goals do exist, pursuing a longer term campaign over a few months is a much better strategy in order to focus on one goal each post.

We’ve written a blog (5 ways influencer marketing can boost your business) that goes through each of the goals in detail so head over if you want to do some further reading.

You may be willing to pay one influencer $200 for the campaign, but another $500 for the exact same deliverables, simply because the audience grants it. So we have purposely left out a set rate that the brand sets for the campaign and instead leave this to be negotiated once both parties have expressed interest.

Each influencer also has their standard rate in their profile so you have a sense, but this number can change based on each campaign.

This is why under Monetary Compensation on the New Campaign builder you will not see a place to include your monetary offer. The only information you need to fill out is related to the product/service you are offering in addition to or in lieu of money.

The campaign builder is a 5 part form that can be saved as a draft at any time. (Campaigns that are saved as a draft will be in My Campaigns as “Drafts”)

Some of the fields require explanation, while others we simply have advice on. See these tips & tricks below.

Part I – Overview

Campaign Budget – this box is for you just as a reference as it’s so important before you begin that you think about what your general budget is. This can help you stay focussed and realistic about your goals.

Campaign Type –

Paid + Product – our recommendation for the best influencer campaigns involve gifting the product (as this is often a necessity in order for the influencer to try the product) and paying them a set rate as well.

Product only – The debate over whether or not to offer “gifted campaigns” is heated in the influencer marketing world. Gifted campaigns are those where the influencers receive only product/experienciences/services as their compensation. While sometimes this is more than enough to entice influencers, more and more this does not satisfy their monetary needs. Mortgages can’t be paid with makeup after all.

This isn’t to say gifted campaigns don’t work, but they have their drawbacks.
Generally micro influencers are the ones to accept these types of campaigns, as they build their resume and graduate up to paid work. Micro influencers are great, but it takes a lot of them to get a substantial reach. Which can translate into gifting a lot of product.

It can also be hard to get the best work out of an influencer when the only compensation is product. If you are a smaller brand, or have a product that is very in demand or is a high value item, by all means try out a gifted campaign. But it is our experience that paid collaborations yield more in return.

Paid only – If you have very expensive products, experiences or services, a paid only campaign is also an option. These often work with people who are already customers of yours.

It is best to stick with one goal per campaign, as this gives you the best chance at achieving it. Muddling two or more goals in makes it unclear to the influencers what you are going for which can result in a diluted message.

Here are 4 KPI’s (key performance indicators) you can think about before starting your next campaign:

• Awareness → very important first step especially if you are new or have a new offering
• Consideration → once people know about your brand, this phase gives them more information about what you do and a reason as to why they should buy from you vs. competitors
• Conversion → the actual step that leads to the action you desire, whether it’s a paid transaction or signing up for a newsletter
• Production → every company needs a ton of content and influencers are one of the most cost effective ways to generate beautiful content

Make sure when you are setting your objectives, you ensure they are S.M.A.R.T:

S – specific – what is it exactly that you want to see happen

M – measurable – how do you track progress?

A – achievable – does everyone on the team agree the goal is possible?

R – realistic – given the parameters

T – timed – give a end date to the program

Influencers can produce images, stories, in-feed videos, and blog posts. At times campaigns include all of the above, but more often than not, they include just posts & stories.

How do you know what to include?

Images & stories are the most popular but it really should be custom based on your budget and content needs.

If you are trying to keep to a budget, you might forgo one over the other. But know that stories disappear within 24 hours, however tend to be something that a lot of brands prefer over in feed posts because of the direct ability to link via swipe up (which is available for creators above 10k followers).

It also depends on the size of influencer you are using. If they are larger and also blog (which is very common for midsize and above influencers, 30k+) it would be great to budget for a blog since these tend to be high traffic sites.

Content only campaigns can be a really cost effective way to generate images for your new collection, website, marketing materials, whatever it may be. Creators often love these types of campaigns because many are photography wizards.

The types of content to include is one aspect of the campaign builder that is unique to each situation. Head over to our blog article that covers Content Types.

We are always available by email to give our recommendation and can set up a time to chat further on the phone as well.

Here’s our recommendations based on campaign objective:

Awareness campaigns:

• CPM (cost per impressions, measured by the cost per 1000)
• Total campaign reach

Consideration campaign:

• CPE (cost per engagement)
• CPC (cost per click)

Conversion campaign:

• CPC
• Sales
• Total sign ups or downloads (or any desired action)

Production:

• Cost per piece of content

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One of the oldest in marketing, it highlights the fact that consumers need an average of 7 touch points with a brand / product before purchasing.⁣
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Both brands and creators need to keep this in mind.⁣
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Brands need to hire influencers for longer term campaigns.⁣
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Creators need to weave products into their content more than just once and across different mediums – ie. post, story, IGTV.