Influencer marketing for self storage - Part 2 - quid pro quo and creative briefs …
Jill Leckie
Full stack marketing consultant | ?? Helping small teams and businesses manage their online presence and big brand ambitions | ? lead with curiosity ??
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Had a holiday break, now we’re back to Influencer marketing…
But first, a message about goal setting!
Yes, I said that part 2 of my influencer marketing for self storage newsletter would kick off with Quid pro quo and creative briefs. But, I just wanted to mention - goal setting.
< i see that eye roll >
I think the biggest mistake in most marketing strategies and campaigns (in fact any marketing activity) is failure to make, set and adhere to goals. I get it. Stuff happens, goal-posts move, things change so quickly nowadays that a relevant goal is only relevant for about 2.4 milliseconds. But if you do not have goals - you. cannot. measure. anything. Therefore, you cannot learn anything and you cannot make it better from those learnings.
It is no different with influencer marketing. Having goals helps you measure the actions based on realistic potential outcomes agreed between you and the influencer. And, the key phrase here is ‘agreed between you and the influencer’…
This is a working partnership, it’s not just you getting what you want. The influencer knows their audience, knows what works and has a particular way of doing things. You can request potential format options… but ultimately, they know their audience best and that’s who you want to reach.
Quid pro quo and creative briefs…
Something for something. That’s essentially what quid pro quo means. But ensuring that that ‘something’ is of value to you and vice versa to the influencer is kind of important. Like any transactional relationship. Therefore, understanding, the value the influencer has to offer your business is critical.
Engagement metrics are the most important metrics in understanding the value you will get in return.
Comments, comment likes, likes, shares, link clicks and basically any other interaction that users can have with your brand (polls, ‘add yours’, question responses, gifting, notification turn-ons) are considered engagement types.
This is where GOALS come into it.
Setting campaign goals about the preferred outcome of the partnership, content type, favoured audience and engagement type will help you measure the influencers engagement metrics in the context of what you want to achieve. Obviously.
TIPS: You want to focus on Instagram Reels (short form video). Your goals are to increase brand awareness within a particular niche audience and grow YOUR online community. Explore the engagement types available within the context of Instagram Reels and choose the engagement types that a) indicates brand penetration in market b) reaching new audiences c) cultivates new community.
In this instance you would measure:
Shares (except Europe ??)
Comments
New Followers
…against your campaign goals.
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This is a slightly controversial metric to ask for but I still think it’s really important. Not only because it provides proof of concept but it also indicates that the influencer has a decent reporting mechanism in place.
What you should expect to receive in terms of reporting:
Engagement metrics should be transparently available and if the ad is delivered properly using branded collaboration / and or partnership tags. YOU should be able to see the engagement metrics of that particular post or ad, too.
TIPS: Turn on all your branded content and paid in partnership tools in app before requesting brand partnership and content creators in app. This makes the processes fluid in terms of reporting and sharing engagement metrics.
Legal obligations
It is imperative that in the influencer agreement a statement of legal obligations and how the content should be signposted as #ad or #paidinpartnership by the influencer. Not only is this a reminder to the influencer to follow legal precedent, but it also covers YOUR BACK as the brand. If there is a statement in the influencer agreement, you’ve done your bit.
Creative brief
Lastly, the fun bit… and I’m sure you’ll come to the table with all sorts of wonderful ideas but… scrap them ??? This is where your chosen influencer gets a chance to shine. They know their audience, they know what their audience engages with, reacts to and feels a connection with. Don’t stand in their way. You’ll only be standing in your own way.
Influencer agreement template:
Click on the image below of the Influencer template pdf to get a downloadable copy.
IF you are still reading… well done ??
Influencer marketing is an ever evolving art… of course every agreement will have it’s unique attributes. Keep it simple and document everything.
Jill
Hi ?? it’s Jill here. Thank you for continuing to support Marketing self storage! It’s fun for me to write and I love connecting with new people and learning about unique marketing experiments from the global self storage industry.
Lastly, some of the things I mention in this newsletter might be new to you. If you’d like to discuss them further, or find out more about how they can improve your business goals, feel free to get in touch. We can arrange a free 30 minute chat about the following areas:
If you’d like to discuss any of these, DM me or get in touch via [email protected]
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