Present your campaign results with confidence and demonstrate the value of influencer marketing.
Create a new Powerpoint/Google Slides presentation to begin summarizing your campaign results.
Divide the first slide vertically into three columns for Challenge, What we did, and Results.
Naturally, most space will be taken by the middle column.
- Challenge: include your human insight, audience, business objective, and marketing objective as per the brief.
- What we did: include your product uniqueness, campaign message, timeline, number of influencers engaged, and the social media channels you activated.
- Results: include your total units sold, total revenue, and total return on ad spend (ROAS).
Divide the second slide into three horizontal sections to list START, STOP, or CONTINUE learnings from your campaign experience.
- START: what you learned that you should do differently next time. For example, hire a dedicated influencer marketing associate for the marketing team.
- STOP: what you learned that you should stop doing. For example, stop engaging music-focused influencers as content comments indicate low purchase intent and low landing page traffic.
- CONTINUE: what you learned that worked well for your objectives. For example, continue amplifying the best influencer content with Paid marketing as it drives meaningful reach and web traffic.
No matter the size of the brand you are working with, learnings are as valuable as commercial results. Be honest, clear and actionable with your statements.
Add a new slide with a 3 x 2 grid of squares showcasing the best direct response influencers and their best content.
Use the first row to highlight the influencer profiles (based on ROAS, or influencer conversion rate), and add their best piece of content based on your tracking and measurement.
Don’t forget to clearly indicate the profiles of influencers who’s content you amplified with an additional budget (Paid), used in other marketing channels, and posted organically. Using other tactics besides Organic could create a flywheel effect which makes the specific content piece incomparable to content that didn’t get the same treatment.
Add one more slide with a 3 x 2 grid of squares showcasing the best brand influencers and their best content.
Add the influencer profiles to the first row (based on number of shares/retweets, and highest percentage of purchase intent in their content’s comments), and add their best content to the second row.
Keep your presentation short, present your findings to your team, and gather feedback from key stakeholders.
It can feel tempting to add more slides and showcase all the amazing work done in any campaign, but your team will trust you to know what is important.
For those who want to dig into the data, simply add a link to your spreadsheet with all the initial influencer candidates, campaign shortlist, the content they published, and measurements.
Don’t forget to ask customers, the marketing team and influencers for feedback of their experience. This can become valuable verbatim for sharing your campaign’s story with others.