What do you do if your influencer marketing campaign isn't delivering the desired results?

1 Analyze your data

The first thing you need to do is to look at your data and see what's working and what's not. Use tools like Google Analytics, social media analytics, and influencer marketing platforms to track metrics such as impressions, reach, engagement, clicks, conversions, and ROI. Compare your results with your goals and benchmarks, and identify any gaps or opportunities. Look for patterns and trends, such as which influencers, platforms, content types, and messages are driving the most results.

2 Review your strategy

Based on your data analysis, you may need to review and adjust your influencer marketing strategy. Ask yourself some questions, such as: Are you targeting the right audience? Are you working with the right influencers? Are you creating relevant and authentic content? Are you offering enough value and incentives to your audience? Are you using the best channels and formats to reach them? Are you optimizing your landing pages and CTAs? Are you testing and experimenting with different variables? Make sure your strategy aligns with your objectives and best practices.

3 Communicate with your influencers

Another important step is to communicate with your influencers and get their feedback and insights. They are the experts in their niche and audience, and they can help you understand what's resonating and what's not. Ask them for their honest opinions, suggestions, and recommendations on how to improve your campaign. Listen to their concerns, challenges, and expectations, and address them accordingly. Provide them with clear guidelines, support, and resources, but also give them some creative freedom and flexibility. Build a strong relationship with your influencers based on trust, respect, and collaboration.

4 Optimize your content

Content is the core of your influencer marketing campaign, so you need to make sure it's engaging, relevant, and valuable for your audience. Based on your data and feedback, you may need to optimize your content in terms of quality, quantity, frequency, tone, style, format, and message. Try to create content that showcases your brand's personality, values, and benefits, while also reflecting your influencer's voice, image, and audience. Use storytelling, humor, emotion, and social proof to capture attention and interest. Include clear and compelling CTAs that drive action and conversion.

5 Leverage your reach

One of the advantages of influencer marketing is that it can amplify your reach and exposure to new and relevant audiences. But you can also leverage your own reach and channels to boost your campaign results. For example, you can repurpose your influencer content and share it on your website, blog, social media, email, or ads. You can also encourage your influencers to cross-promote their content on different platforms and networks. You can also use hashtags, keywords, tags, mentions, and links to increase your visibility and discoverability.

6 Monitor and improve

The last step is to monitor and improve your influencer marketing campaign on an ongoing basis. Don't just set it and forget it, but keep track of your performance and progress, and make adjustments as needed. Use tools and techniques such as A/B testing, surveys, polls, reviews, feedback forms, and user-generated content to measure and optimize your campaign. Learn from your successes and failures, and apply your learnings to future campaigns. Always strive to deliver value and satisfaction to your audience and your influencers.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?