This document outlines 9 steps for successful influencer marketing campaigns. It begins by emphasizing the importance of setting clear business goals for the campaign. Step 2 is to identify your budget, including whether to manage influencer campaigns in-house or outsource to an agency. It also provides guidance on appropriately compensating influencers. The document provides tips and considerations for properly planning and executing influencer marketing initiatives.

1. CHECKLIST
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9 Steps to
Influencer
Marketing
Success

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You’re most likely here for one of two reasons:
1.You’ve finally decided it’s time to run an influencer
marketing campaign, or
2.You’ve realized how difficult influencer marketing is and
you’re looking for some pointers to improve your
programs.
Whichever one you are, you’ve come to the right place. At
Carusele, we’ve run over 150 influencer marketing
campaigns since launching in 2015, and before that our
team was running campaigns under our sister company,
Ignite Social Media, as early as 2008.
Today, we have years of experience under our belt, four
proprietary algorithms for measuring influencer marketing
performance, a proven track record of exceeding campaign
goals, including sales, and more. This checklist is designed
to help ensure you can set up your own influencer
marketing campaigns for success.
Introduction

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STEP ONE
Set Your Business Goals
Before you begin any type of implementation, it’s extremely important that you know what you’re objectives are for influencer
marketing. Too often do marketers jump on the bandwagon of a new tactic before figuring out what their strategy should be. But,
if you take the time to answer the five questions we’ve outlined below, you should be on the right path towards success.
1. What
product/service/event do
you want the content to
support?
2. What does your target
audience look like and on
which social media
channels do they spend
the majority of their time?
3. Describe success. “At
the end of the campaign,
we’ll be happy if…”
4. What Key Performance
Indicators might help you
optimize during the
campaign?
5. How will you measure
success and Return on
Investment when the
campaign concludes?
Pro Tip: Don’t try to do too much with a single program. Content that doesn’t feel natural won’t perform, and fragmenting your strategy by trying to meet too many objectives is never a good idea!

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STEP TWO
Identify Your Budget
Let’s face it, influencer marketing isn’t getting any cheaper as demand continues to increase. Not only do influencer fees continue
to rise, but as the space evolves, the level of effort required to run an impactful campaign with important brand protections in
place is on the rise as well. A key question to answer when it comes to budgeting is whether you’ll execute in-house or outsource
campaign management.
AGENCY MANAGED INFLUENCER CAMPAIGNS INTERNALLY MANAGED INFLUENCER CAMPAIGNS
For those planning to
outsource influencer
campaigns to an agency,
your first step is to
determine how much budget
you’re going to invest on an
annual basis. If you’re new
to the space or still trying to
determine what the right
investment should look like,
the chart on the right shows
results from a survey
conducted by The
Association of National
Advertisers asking, “How
much do you spend annually
on influencer marketing?”
For those with in-house influencer
marketing teams, you’ll need to
allocate budget across four areas:
1. Staff Members
2. Third-Party Tools
3. Media Fees
4. Influencer Fees
When determining the value of
each of these components, make
sure you have the right balance
between your staff and your
automation tools. We’ve found
many internal teams are
automating too much in an effort
to cut back on costs, which is
ultimately costing them long-term.

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STEP TWO
Identify Your Budget, cont’d
COMPENSATING YOUR INFLUENCERS
Last year, we conducted a survey with TapInfluence of over 790 influencers in an effort to help brands and influencers work better together. Within this survey, we found that
some brands are still offering free product as a form of compensation. In the competitive landscape the influencer marketing industry has evolved into, that tactic doesn’t fly with
many influencers anymore. Additionally, 53% of influencers listed low compensation as their biggest challenge. While there are many factors to consider when selecting your
influencers (which we’ll elaborate on in the following section), take into consideration the influencers answers from the chart below. Take note that on average, these influencers
work 1-4 campaigns in a typical month.
Watch Out!
We see brands making two major mistakes in
this step:
A) Undervaluing the level of work that goes into
the ask, or
B) Making an initial offer that far exceeds the
influencer’s value.
One burns bridges, the other results in negative
ROI in the short-term and overall marketplace
inflation in the long term.
Pro Tip: When calculating an influencer’s
payment, consider what it would cost you to get
similar results (reach, engagement, etc.) via a
premium digital media placement in your
category/industry and what it would cost to
outsource the work you’re asking them to do.
Your initial offer should land in the middle of
those two costs.

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DOWNLOAD “9 STEPS TO INFLUENCER MARKETING
SUCCESS” CHECKLIST
To Learn More, Download the Full White Paper

7. About Carusele
The award-winning creator of the original Influencer
Content Targeting System™, Carusele puts a new spin
on traditional influencer marketing.
By focusing first on the quality of content, running it
through our scoring systems, then amplifying it broadly to
reach your target audience, Carusele campaigns deliver
influential content that has repeatedly driven measurable
sales lift and provided invaluable insights to brands.
That’s why, for the last two years, more than 65% of our
campaigns were run by repeat customers.
https://carusele.com

8. Our Valued Clients
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THANK YOU
Don’t feel overwhelmed by
this checklist. We’re happy
to help you design the right
strategy for your influencer
marketing programs.
Contact Jim Tobin at
jim@carusele.com