In marketing, a balanced approach frequently requires a longer view of the customer journey. As marketers, we visualize strategy in terms of a funnel framework.
And while influencer programs work within a greater marketing approach, many aren’t always sure how to recruit creators and structure campaigns in line with that greater marketing mix. For this reason, we’ve crafted a funnel specifically for influencer marketers.
Embracing this long-term view that incorporates brand awareness, audience nurturing, and conversion goals within your program helps you create authentic influencer content. Consumers will appreciate your orchestrated approach that honors their buyer’s journey from first touch to purchase and beyond.
How should you use this influencer marketing funnel?
Set your program & campaign objectives.
First things first – what do you want your influencer team to accomplish?
Most influencer marketers don’t have one goal. In fact, it’s a good idea to have a few high-level marketing goals for your influencers, such as:
- Increase brand awareness
- Drive website traffic
- Boost conversions
- Create authentic content (for repurposing)
When making program objectives, be sure to keep the entire influencer marketing funnel in mind. Doing so will make your campaigns more natural, lower your long-term costs, and increase sustainable returns.
After deciding on your goals, document them for reference. It’s also not a bad idea to share these goals with your influencers in your campaign briefs.
Break those objectives down into key performance indicators (KPIs).
Next, you can take each milestone and assign KPIs accordingly. Make sure that your KPIs are actionable with a number and due date attached. Your KPIs will hold you, your team, and your active influencers accountable to the goals you’ve established.
For example, if you want a particular campaign to drive web traffic, then you might want to craft a KPI as:
Increase new website visitor traffic from X to Y by the [date].
Add KPIs for every marketing goal and incorporate them into each campaign. The influencer marketing funnel above can help you select the right influencers for specific KPIs.
For example, influencers with smaller followings are generally more likely to increase conversions, and those with larger audiences are more likely to increase brand awareness.
Assign the right performance metrics to each influencer marketing KPI.
After you’ve established your program goals and campaign KPIs, it’s now time to figure out how you will know if your influencers and campaigns are a success. That’s where metrics come in.
In the infographic above, you will see examples of the most common performance metrics within each stage of the marketing funnel. Many of your KPIs will show you which metrics are most critical to your campaign.
When selecting the right influencer tools, you’ll need a platform that provides these funnel-specific metrics. If your program is small (less than 20 influencers), you can probably gather these metrics manually from each social channel and record them into a spreadsheet.
But before long, gathering those metrics on your own will take too much time, causing other parts of your marketing to suffer. At that point, you’ll need an influencer platform that provides those performance metrics automatically.
As you apply the influencer marketing funnel to your creator campaigns, you should keep in mind that the relationships you build with your influencers often dictate how successful your program will be.
It should immediately become clear which influencers are a perfect fit for your brand, and which ones aren’t. Additionally, using the funnel above can help you manage your influencers more efficiently by improving communication and establishing expectations for each campaign.
If you define your goals, KPIs, and key metrics carefully, you can establish a baseline and improve your program over time.