An onboarded influencer means very little until they start to actively promote you or your product. This video lesson helps you learn how to make the most of three principles of influencer activation: clarity of expectations, suitability of incentives, and consistency of approach.
- [Instructor] Since the ultimate goal of any influencer marketing campaign is an action on the influencer's part, a recruited influencer means very little until they activate. This lesson will present the principles you'll want to follow while approaching affiliate activation. To effectively activate influencers, you'll want to cover three bases. First, to ensure full alignment of everyone's expectations, the first thing that you need to do is define what will constitute influencer activation for you.
Examples of influencer actions that you may want to target are a mention on social media. If it's a concrete platform that you are targeting, specify it here. A review within content, for example in a blog post or in a video. Or, them beginning to refer traffic to your campaign's landing page. Or, driving conversions. Once you've ensured 100% clarity on what is activation, move on to the next phase.
The next stage is setting suitable incentives. Now, suitable is the key word here, as incentives will differ depending on the type of influencer. They should always be present, but their nature will depend on who you are trying to motivate. I like how Lyle Stevens of Mavrck draws the line here. He says that while in certain contexts, transactional incentives are appropriate, in other situations, rewards need to be relational.
With micro-influencers and macro-influencers, your incentives will be transactional. Examples of these would include cash payments, or free products, or recurring payments on generated conversions, be it a percentage of a sale, or a flat amount per each generated action. With consumer advocates, however, your rewards will be primarily relational. They are your fans, and not for the money, but because you are doing a great job with your product, so, to them, you may offer a VIP treatment, an event invite, sneak peek into what's coming up, or an opportunity to be among the first people to try a new product.
Finally, everything that you do in your influencer marketing campaign should be geared towards activation. You must be consistent here. Back in 2003, Harvard Business School Press published a compilation of articles about motivating people. While the focus of those was primarily on employee motivation, one author's article outlined the framework which you can successfully use in motivating influencers to activate. In her Moving Mountains article, Bronwyn Fryer wrote that, "to motivate others effectively, "we must have a clear, unbiased understanding "of the situation at hand, deep inssights "into the vagaries of human nature, "the establishment of appropriate and reasonable "expectations and goals, and the constructions "of a balanced set of incentives." Then she went into specific action points, most of which perfectly transfer onto the context of influencer activation.
Start with the truth. Appeal to greatness. Make them proud. Provide constant and consistent communication channels. Build trust. Care for the little guy, and set different incentive levels. To paraphrase a famous proverb, no activation seek, no activation find. Pursue the goal actively, being clear on your expectations, offering suitable incentives, and supporting your influencers throughout the process.
- Types of influencers
- Tools for influencer identification, research, and comparison
- Finding contact info
- Activating influencers
- Measuring the effectiveness of influencer marketing