Building an influencer marketing strategy at the enterprise level requires careful planning, strategy and dedicated resources. But after you’ve launched a campaign or two and begun to reap the rewards of your hard work, you and your team may be ready to expand your enterprise influencer marketing campaign.
But how do you scale an influencer marketing program? Believe it or not, it’s not as simple as connecting with more influencers and launching more campaigns. As you grow your influencer marketing strategy, you’ll need to develop additional processes and standard operating procedures to go with it. Otherwise, you may run into bottlenecks, unnecessary expenses and other roadblocks.
Read on to learn how to scale influencer marketing campaigns, plus common mistakes made when launching influencer marketing at scale.
Scaling your enterprise influencer marketing strategy offers numerous benefits, ranging from increased brand awareness with new audiences to measurable conversions and higher ROIs without a substantial increase in spending. However, it’s critical to understand the difference between expanding your influencer marketing strategy by simply adding more influencer partners and the mindset and processes behind scaling it.
The words may be used interchangeably more often than not. However, when considering scaling, think about boosting your impact without a correlating increase in time, effort and resources required to manage your influencer campaign.
Scaling an influencer marketing program involves implementing processes, automation and workflows that streamline your team’s work. At the same time, a scalable strategy increases the number of influencers you partner with—and the amount of traffic and conversions your marketing campaign drives.
When you consider the key elements of a scalable influencer marketing campaign, like increasing efficiency through automation, technology and standard operating procedures, it may seem like an obvious choice. However, many enterprises struggle to scale their influencer programs for numerous reasons:
New to influencer marketing? Check out our ultimate Influencer Partnership Marketing Guide.
Ready to enhance your partnership marketing strategies and experience the benefits of influencer marketing at scale? Here are three steps to help your team launch a sustainable, scaled influencer marketing strategy.
Technology is a cornerstone of a scaled influencer marketing strategy. Without it, you and your team will waste hours doing manual work—or risk missing valuable data that can help streamline and direct your efforts.
Consider investing in technology and software platforms to simplify or automate elements like the influencer selection and onboarding processes. Choose a simple, straightforward platform to make content reviews and approvals simple, too, along with payments for conversions.
Next, ensure you have a way to track and monitor performance metrics. Influencer partnerships have evolved beyond just brand awareness– they’re now performance-focused partnerships that can be a direct revenue driver. As we mentioned above, you can’t drive revenue and scale if you can’t track. What’s more, clear data showing your program’s successes and opportunities for improvement can provide valuable insights that guide your efforts.
Before investing more into your influencer marketing strategy, define standardized goals and key performance indicators (KPIs) for each influencer partner. You can adapt goals down the road based on your needs, but give yourself a starting point. In addition, create a single performance hub for influencer campaigns so you can easily sort, filter, slice and dice information.
Lastly, develop and implement new, efficient processes to help you and your team manage multiple influencers. A large portion of effective management begins with the onboarding processes and technology you use. You’ll also need to consider the procedures you use to manage active campaigns and kick off exciting new ones.
This may look different depending on your brand, the size of your program and your goals. Consider tactics like:
Our team of expert affiliate marketing strategists at Acceleration Partners understands the challenges that come with scaling an enterprise influencer marketing program. We also understand the power that comes with having the right partner.
That’s where we come in. We bring decades of combined experience in scaled influencer marketing campaigns across numerous verticals. We know how to launch from scratch or build on your existing success to open new doors to client conversions and increase return on investment.
Contact us today to learn more about our proven, scalable influencer services.