In the grand scheme of modern marketing, collaborating with influencers is like adding a dash of magic to your brand’s narrative. In our previous post, we looked at demystifying the world of working with influencers. Now, it’s time to roll up our sleeves and dive deeper into how to set out clear objectives and expectations for these partnerships. Let’s make sure your influencer collabs align with your dreams and goals by taking a look at navigating objectives and expectations from a creative businesses perspective.
Setting sail with clear objectives
Picture this: You’re about to embark on an exciting journey with influencers. Before you set sail, it’s crucial to know your destination. What do you want to achieve from this partnership? Here are a few goals to consider:
Boosting brand awareness
If you’re looking to make your brand a household name or just reach a wider audience an influencer can help spread the word. Effectively you pay to gain access to their audience so make sure your stars align!
Driving traffic to your website
Perhaps you want to steer more visitors to your website. Influencers can be your trusty guides. Where they like to shop their super followers like to shop. Likewise with recommendations as long as they align with your brand.
Supercharging sales
If you’re in the business of boosting revenue, influencers can help you persuade their followers to choose your products. Be aware though that higher ticket items are harder to sell this way unless you have the perfect content creator match, or you’re prepared to make this a longer term plan.
But how do you communicate these objectives without getting all stuffy and formal? Keep it simple, relatable, and authentic. Speak the language of your brand and be upfront with your goals. Influencers appreciate honesty, and it paves the way for a successful partnership.
Expectations, not assumptions
Let’s be real – expectations are like secret ingredients in a recipe. To ensure your influencer collaboration doesn’t turn into a soufflé gone wrong, it’s vital to lay out your expectations clearly.
Content creation guidelines
Share your vision for the content you want the influencer to create. Let them know about your brand’s style and aesthetic. A mood board or brand guidelines can help influencers understand your vibe. But at the same time don’t tell an influencer what to do. They know what their own followers love so give them creative freedom within the brief. Ask for their ideas, they will often come up with several and then you can choose your favourite.
Posting schedule
Set a time schedule but be realistic. When would you like them to post by. Don’t leave it open ended or your Christmas content might go live in January. Ask for approval too. Have the content sent to you one week before the posting date including the caption so that you can sign it off or ask for any amendments.
Compensation and perks
Talk about the nitty-gritty – compensation, free products, or any other perks. In fact, get this out of the way in one of your initial conversations. Neither you nor the content creator want to spend hours sending emails back and forth only to find you have different expectations when it comes to compensation.
Top Tip: Plan Ahead for Smooth Sailing!
Here’s the secret sauce to success – plan, plan, and plan! It’s like charting your course on a treasure map. Take some time to plan the steps out and create some email templates to help you as you move forwards.
Quarterly goals
Take a step back and think about your brand’s objectives on a quarterly basis. This approach allows you to set realistic, achievable milestones and track progress effectively. It also helps you hone in on what’s working for your brand and what isn’t. No two brands are alike and what works for one will not for another.
Marketing calendar magic
Your marketing calendar is your guiding star. Mark key dates and promotions, and then work with influencers to align their content with your brand’s timeline. It’s like orchestrating a beautiful symphony! This also links in nicely with quarterly goals. It’s good practise to always be working on the next quarter and not the one you’re currently in.
Conclusion
Working with influencers should feel like a creative process and not a corporate contract. Keep your communication light, friendly, and aligned with your brand’s personality. Don’t be afraid to be yourself – small brands have a unique charm that influencers often adore and appreciate. They like to chat as much as you do.
Remember, the art of setting out objectives and expectations is not a one-size-fits-all approach. Each partnership is a unique journey, and as a small brand, you have the creative freedom to make it your own. So, set sail, embrace the magic, and watch your brand shine.
By focusing on clear objectives, open communication, and a touch of planning, your influencer collaborations will be as bright as your creative dreams.
Written by Rachel Edmonds
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