Goal: Drive targeted, high-intent traffic to your store that converts into newsletter signups and sales.
Approach: Partner with niche-aligned influencers to create authentic, conversion-focused content with clear calls-to-action.
Step 1: Define Campaign Objectives & KPIs
Before contacting influencers, decide exactly what you want to achieve.
Examples:
- Drive X visits to product page(s).
- Generate X number of sales or conversions.
- Increase newsletter sign-ups by X%.
KPIs to Track:
- Click-through rate (CTR) from influencer content.
- Conversion rate (CR) of traffic sent by influencers.
- Cost per acquisition (CPA).
- Revenue generated per influencer.
💡 Pro Tip: Use unique discount codes and UTM tracking links for each influencer to measure performance precisely.
Step 2: Identify the Right Influencers
Criteria:
- Audience Fit: Must match your target buyer persona (interests, location, age, lifestyle).
- Engagement Rate: Aim for at least 2-3% engagement for micro/macro influencers, and 5%+ for nano influencers.
- Content Style: Matches your brand’s look and feel.
- Platform Fit: Where your ideal customers spend time (Instagram, TikTok, YouTube, etc.).
Recommended Mix:
- 5–10 Micro-Influencers (10K–100K followers): Best for conversions + niche reach.
- 10–15 Nano-Influencers (1K–10K followers): Highly trusted, hyper-targeted audiences.
💡 Pro Tip: Avoid selecting based solely on follower count — relevance and trust are more important.
Step 3: Craft Your Offer
Influencers need a compelling reason for their audience to click through.
Examples:
- Limited-Time Discount: e.g., “Use code SARAH20 for 20% off this week only.”
- Exclusive Bundle: Special products only available through the influencer’s link.
- Giveaway Entry: Purchase via their link for a chance to win.
💡 Pro Tip: Scarcity + urgency (limited time, limited stock) drives faster action.
Step 4: Outreach & Partnership Negotiation
Outreach Template:
Subject: Collaboration Opportunity — [Your Brand]
Hi [Influencer Name],
I love your [specific content reference] and think your audience would be a perfect fit for [Your Brand/Product]. We’d love to send you [product name] and collaborate on a campaign that gives your followers an exclusive [discount/giveaway].
The idea: You create [1 Instagram reel + 3 stories + 1 TikTok] showing how you use [product] in your daily routine, with a unique discount code just for your audience.
Let me know if this sounds interesting, and I can send more details + product info.
Best,
[Your Name]
💡 Pro Tip: Personalize every pitch. Mention a specific post you enjoyed — influencers can spot copy-paste messages instantly.
Step 5: Content Guidelines & Creative Freedom
Set clear deliverables but allow influencers freedom to create in their own voice.
- Provide key talking points (benefits, unique features).
- Share your brand hashtags and preferred CTAs.
- Require inclusion of clickable links and/or discount codes in captions, bios, or story swipe-ups.
Example CTA:
“Click the link in my bio to grab yours now — and don’t forget to use code SARAH20 for 20% off this week only!”
Step 6: Launch in Waves for Better Tracking
Instead of launching all influencers at once:
- Test with 5–7 influencers first.
- Measure traffic, engagement, and conversions.
- Double down on the top performers in wave two.
This allows you to optimize before scaling.
Step 7: Track & Measure Performance
Use tools like:
- Google Analytics with UTM tracking.
- Affiliate software (Refersion, Impact, ShareASale).
- Discount code tracking via your e-commerce platform.
Metrics to compare per influencer:
- Clicks to store.
- Sales & revenue generated.
- Conversion rate.
- ROI:
(Revenue – Cost) ÷ Cost.
Step 8: Repurpose High-Performing Content
Any influencer content that performs well should be reused:
- In Facebook/Instagram ads (with permission).
- On your product pages as UGC.
- In your email campaigns.
- On your social channels.
💡 This stretches your campaign’s value far beyond the initial post.
Step 9: Build Long-Term Relationships
The best results come from ongoing influencer partnerships.
- Offer repeat collaborations to top performers.
- Increase commission rates for your best converters.
- Send them early access to new products to keep excitement high.
Step 10: Scale & Diversify
Once you’ve proven the model:
- Expand to new influencers in the same niche.
- Test other platforms (TikTok, Pinterest, YouTube).
- Run multi-influencer campaigns to dominate niche feeds for a short burst.
Quick Campaign Example:
Niche: Vegan Skincare
Target Audience: Women 25–40, eco-conscious, located in US/Canada
Strategy:
- Partner with 5 micro-influencers in cruelty-free beauty + 10 nano-influencers in eco-living.
- Give each a unique code for 15% off.
- Require 1 reel, 2 stories, 1 static post.
- Run the campaign in two waves to test and optimize.
- Retarget engaged viewers with Facebook Ads featuring influencer UGC.
