[MUSIC PLAYING] By now you have a general idea of the influences that you want to reach out to, but before reaching out, we need to figure out exactly what we want them to post. This is where we need to create a campaign to help us articulate our objectives and set expectations. I'll use Hey to show you how I do this and will provide a link to sign up for you two-week free trial in the resources section. Alternatively, you can use the document I've attached to this lesson too.
So we start by defining your goal. These will primarily fall under one of three goals-- getting more followers, generating more content, or getting more sales. It's key that you define success early on so that you can properly measure results later. It also helps you plan ahead. You want to think to yourself, how many products do I need to sell to break even? How many products do I need to sell to make a profit?
Once you have your goal, you'll want to add some art direction too. This will give you and your future influencers some inspiration for the look and feel of the post. You can find other posts or imagery to include in the campaign. Since they want the image to fit their aesthetic too, you won't have too much say on what the post looks like. That said, it doesn't hurt to offer some direction anyway. Next up, you'll want to brief the influencer in a bit more detail.
I like to include information, like a quick brand explainer, what the product involves, and what we're looking for. These just help to make sure the influencer's clear on the product and the core value proposition of your brand. At this point, you also want to figure out your budget. Do you have a maximum spend? Are you just offering a free product for a post? One of the biggest fears business owners have on working with influencers is how much it's going to cost.
That's a natural reaction to any new marketing strategy, but you don't have to start with a big bang. Like I said, a product for post campaign is a strong way to start. Some other details that really help reaffirming the niche you're trying to target-- make sure you're working with an influencer who knows their audience and sees the alignment between your brand and their audience. Also make sure you're both clear on what platform you're talking about.
Many influencers will have multiple channels going on at the same time, so make sure you explicitly say Instagram. There you have it, you've developed your campaign. This is going to be the basis for your influencer brief and will help guide your strategy moving forward. In the next lesson, we'll talk about reaching out to influencers and sharing a vision. [MUSIC PLAYING]