1. State your aims
You’ve got to know where you’re going before you set off. Clearly outlining what you see as success will help define your approach, not only with the type of influencer you want, but with how you want to work with them.
Discuss the following questions with your team and build out a strategy.
- Who are you trying to reach?
- What do you want them to do?
- How are you going to track performance?
Keep the key goals in mind, but be open to change – the influencers you eventually find might work with a slightly different approach, or even inspire something entirely new. Fit your strategy around your research, not the other way around.
2. Research, research, research
This is the most important part of the whole process. Slacking here is the reason why so many influencer campaigns fail. If you don’t do the legwork to begin with your ideas and choices can be so off the mark with the people you’re trying to connect with, it’ll completely backfire.
This is all about understanding your audience (although you’ll come across a few influencers in the process). If you don’t understand who you’re trying to talk to, you’ll struggle to get them onside or communicate with them effectively.
Here are a few ways to get started. This isn’t a step-by-step process – you’ll find yourself swapping between different areas as they inform one another.