A Guide to Running A Successful Creator Campaign

Hey 👋🏼 Chris here…

Happy Thursday to the thousands of motivated marketing professionals & startup founders who are a part of this community.

Creator Marketing is becoming more an essential function of our overall marketing mix. In 2022 it’s easier than ever to tap into this channel to expand brand distribution.  Here's a framework I use to make sure each campaign is set up for success...

Today’s issue takes around 3 minutes to read. Enjoy!

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A Guide to Running A Successful Creator Campaign

We’re really only at the beginning stages of Creator Marketing as a growth channel.

Over the past decade we’ve watched a huge rise (and sometimes fall) in Creator agencies, social platforms, software, and services. Venture Capital has also poured into the Creator Economy with over $600M+ invested in 2022 alone. Despite the down economy things are actually ramping up… and fast.

So how can you get in the action? Here are three essential steps to take to run your first successful Creator Marketing campaign or improve your existing ones.

✅ Understand Your Customer

Before you put any thought into working with Creators you really need to know exactly who your customer is. This will help significantly as you research and recruit Creators to work with.

I haven’t found a better tool than SparkToro to access information about your audiences. Once you have a few ideas of your customer segments you can quickly access data about their demographics, social profiles and podcasts they follow, media they consume, and other websites they visit. It’s a gold mine of data.

Then, head over to the social media platforms and begin following accounts that speak directly to your audience. Actually consume the content the Creators are putting out.

Document your ideas. This will help with step 3.

✅ Nail the Campaign Set Up

• Campaign Objectives & KPIs

  Define the Engagement Metrics, Conversion Metrics, & Efficiency Metrics — Here’s an example: “Core Objective is Maximizing Video Post Views, Secondary Objective is Product Purchases, Third Objective is maintaining a Cost-Per-View (CPV) of $0.07 OR Cost-Per-Acquisition (CPA) of $50.
  
  

• The Funnel Experience —

  Use a free tool like Figma to map out the funnel experience for your audience. Identify key conversion points and make sure you have a plan to optimize and track each step of the experience. This doesn’t have to be complicated but it will help ensure you achieve your objectives. Use trackable UTM links and establish how you will measure and report results.
  
  

• Tools and Services You Will Use —

  If you’re going to be serious about running Creator Marketing Campaigns then I suggest you use a few tools to help. Creator discovery and campaign management tools like Grin or #Paid will help save a tremendous amount of time and also help you streamline communication with your creators at scale.
  

✅ Partner With Your Creators…

Now you’re ready to start your outreach. Since you’ve done a lot of the heavy lifting already these conversations will be fun and productive. I highly suggest coming to the table with a creative brief which will include the objectives you worked out in step 2. It’s a good idea to also include any required criteria and samples you can give to the creators.

However, give the Creator enough creative freedom to make the post successful.

For fee negotiation it’s also important to have a clear understanding of the market rate. Here’s a great article that breaks that down for you.

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Follow these high level steps and you are well on your way to a successful Creator Campaign. If you have any specific questions feel free to send me a text or DM on TikTok.

Cheers,

Chris

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