April 29, 2024

How do I set up and measure the success of influencer partnerships within HubSpot?

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Step 1: Define Your Influencer Partnership Goals

  • Outline what you aim to achieve with your influencer partnerships (e.g., increased brand awareness, lead generation, sales conversions).

Step 2: Create a Custom Property for Influencers

  • Navigate to the HubSpot settings.
  • Select "Objects" then "Contacts."
  • Click on "Create a custom property."
  • Name it something like "Influencer" and set the field type to "Dropdown select." Add options like "Prospective," "Active," and "Past."

Step 3: Import or Add Influencers

  • Navigate to the contacts section.
  • Add new contacts manually or import a list of influencers.
  • Set their "Influencer" custom property status appropriately.

Step 4: Create a Campaign Dedicated to Influencer Marketing

  • Go to the "Marketing" tab and select "Campaigns."
  • Click on "Create Campaign" and name it "Influencer Marketing" or something similar.

Step 5: Associate All Influencer-Related Content with This Campaign

  • This includes blogs, emails, landing pages, social posts, and CTAs that will be shared or promoted by the influencer.

Step 6: Set Up Tracking URLs

  • Use HubSpot’s tracking URL builder for any link you provide to your influencers. This will help measure the traffic and conversions that each influencer brings in.

Step 7: Automate Email Notifications

  • Use workflows to set up email notifications. For example, when a lead comes in through an influencer's tracking URL, an email can be triggered to notify your marketing or sales team.

Step 8: Create a Dashboard for Influencer Metrics

  • Navigate to the "Reports" tab and select "Dashboards."
  • Create a new dashboard dedicated to influencer metrics.
  • Add relevant reports such as Influencer Traffic, Influencer Lead Conversions, and Influencer-Driven Sales.

Step 9: Regularly Update Influencer Status

  • As partnerships evolve, make sure to update the custom property status for each influencer in the CRM.

Step 10: Offer Incentives and Commissions

  • Use HubSpot to track influencer-driven conversions. Depending on your agreement, you may need to offer incentives or commissions based on performance.
  • Consider integrating HubSpot with a payment gateway to automate this process.

Step 11: Analyze and Optimize

  • Regularly review your influencer dashboard.
  • Hold monthly or quarterly reviews to analyze the ROI of each influencer partnership.
  • Adjust your strategies based on performance metrics.

Step 12: Gather Feedback

  • After an influencer campaign or collaboration, use HubSpot's forms to create and send a feedback survey to the influencer. This will help you understand areas of improvement and strengthen the relationship.

Step 13: Continuously Build the Relationship

  • Use HubSpot's notes and task features to set reminders for periodic check-ins with influencers, ensuring a healthy long-term relationship.