Influencer marketing campaigns执行和管理可能很复杂。从找到合适的影响者到与之合作，到监督影响者的表现方式，就可以参与其中。因此，手动完成所有操作是不切实际或可行的。在这里，有影响力的营销平台金博宝188备用网址进来，允许品牌和营销人188滚球地址员有效地管理和执行其广告系列。
However, with so many options in the market, the process of finding the right金博宝188备用网址影响者营销平台can be another headache. Not every platform will be able to help you achieve your goals or meet your unique needs. That’s why you need an influencer marketing RFP (request for proposal) to narrow down the platform that would best benefit you. Read on to learn more about writing the perfect influencer marketing RFP.
你所需要的to Know about Writing an Influencer Marketing RFP:
什么是影响力营销RFP金博宝188备用网址 ?
An influencer marketing RFP or request for proposal is a detailed document that a brand sends out to potential vendors to help them narrow down the most viable choice for their influencer marketing needs. It serves as a formal invitation requesting vendors to send in proposals that the brand can then review to assess whether the platform meets their requirements and buying criteria.
The RFP would typically include information about the brand and the project. It would also include a list of criteria that the vendor needs to meet, which will allow the brand to make a thorough assessment of the vendor before finalizing their decision.
What to Include in an Influencer Marketing RFP
如果这是你的第一次写ting an influencer marketing RFP, you may have no idea what to include or where to get started. Although each RFP will differ by brand, they should ideally include the following key details.
Brand Background
Your RFP should provide an overview of who you are as a brand. It should talk about your brand history, vision, values, and goals to help the vendor get a better understanding of your brand.
Additionally, it should also detail your brand’s history with influencer marketing. Have you run aninfluencer marketing campaignin the past or will this be your first time? If this isn’t your first time, you should also mention things that went well and didn’t go well in your previous programs.
目标受众
概述您想在RFP中吸引的受众类型也很重要。超越通用的人口统计信息，并清楚说明您的内容目标听众looks like. For example, you may want to reach a group of people in their late 20s and early 30s who are starved for adventure and love the great outdoors. These individuals frequently go on hiking and camping trips throughout the year.
通过清楚地指定这些细节，潜在的供应商可以了解他们的平台是否有能力与可以帮助您的影响者类型联系起来reach your target audience. Most influencer platforms may be able to connect you with a diverse network of influencers, but some platforms may focus on specific niches. It’s important to be clear about your expectations when it comes to the type of influencer community you need.
程序概述
Next, you should provide an overview of the program in question so potential vendors can know what you’re looking for. Explain why your brand is launching an influencer marketing program and how the vendor will fit into the equation.
If you have an existing program, perhaps you may be looking for a self-service platform that can support your team’s efforts. Alternatively, some brands may also need a turnkey solution provider who can take over for them and manage the whole thing on their behalf.
Program Goals and Current Roadblocks
的一个关键元素RFP的应该是你program goals, where you describe the purpose of your program. What do you wish to achieve through this program? For example, you may be looking to drive more sales, create brand awareness, promote an upcoming event, or build buzz for your latest product. Whatever the purpose is, make sure to clearly define it in your RFP so potential vendors can know what they need to help you achieve.
除此之外，您可能还需要解释type of influencers您希望扮演这些影响者在帮助您实现目标方面发挥的作用。例如，您可能需要几个微型和纳米影响者，以持续生产用户生成的内容并支持您的更大的媒体策略。另外，您可能正在寻找一场一次性活动的顶级影响者，以快速促进您的营销工作。
Additionally, you’ll also need to include details about the program’s timeline. Explain the duration of the program and/or the frequency. For example, you may plan to run a month-long campaign twice a year. Or you may run it on a seasonal basis such as in the weeks leading up to the holidays.
One crucial piece of information to include is the details of roadblocks that you’re currently experiencing, particularly when it comes to achieving your goal. For example, you may only have limited reach on social media when you want to reach 10k people for your campaign.
预算
另一个关键详细信息是有关您想在整个项目上花费多少的信息，以及您可以为技术方面留出多少钱。您不一定需要分解您愿意支付每个影响者的费用。但是，您确实需要概述程序的各个方面。
Keep in mind that the rates may vary depending on the level of support you’re getting and the comprehensiveness of the platform’s features. For example, self-service solutions may cost less while turnkey solutions may require a more flexible budget since you’re also paying them for managing your program on your behalf.
Additionally, you may want to include information about how many team members will be accessing the platform. Some companies may set their rates on a per user basis and may even have limits on the number of team members who can access the platform. As such, it’s important to clarify all these details ahead of time so you can narrow down the perfect vendor for your brand.
KPIs and Measurements
Like all marketing campaigns, your influencer marketing program also needs to be measured for effectiveness. You need to be able to see whether your investments are paying off and to what extent. For most brands, this would involve tracking key metrics such as impressions, traffic, reach, engagement, and conversions. However, the specific metrics may vary depending on the goal of your program.
这就是为什么您的RFP应清楚地指定您要使用的KPI和测量结果来分析影响者营销计划的原因。金博宝188备用网址列出您需要跟踪的所有重要指标，以衡量广告系列的有效性。这样，潜在的供应商可以了解他们的平台是否能够提供广告系列跟踪所需的分析数据。
Vendor Evaluation Criteria
现在，这是您要求提案请求的最重要部分之一。您应该使用一份标准列表，您将评估提交建议的供应商。通过列出这些，潜在的供应商将能够理解如何以突出您想要的方式最好地展示其产品。
Your criteria may include a list of functionalities that you need in the platform. For example, it should come with a comprehensive search feature to narrow your search based on several filters. Most brands would also be looking for a platform that comes with analytics features to track campaign performance. You may also include additional details about what you want in a vendor such as the ability to scale according to your needs and the flexibility to create a customized plan.
Submission Requirements
Your RFP should include detailed information on the requirements or deliverables to submit a proposal. Besides a detailed proposal, you may also require potential vendors to include their pricing breakdown, case studies from previous campaigns, sample influencer lists, etc. so you can better evaluate them.
Proposal Deadline
在发送您的RFP时，潜在的供应商应该清楚地了解他们何时需要发送建议。确保RFP明确指定RSP响应的截止日期。您还应该通过指定何时进行最终供应商选择来设定期望。这样，如果供应商在选择您的选择之前没有收到您的消息，就不必继续跟进。
要回答的问题
除此之外，您可能还有其他问题要询问潜在的供应商，以便您做出明智的决定。这些问题可能与他们的支持水平，对您的行业的熟悉等有关。这是您提供问卷调查的机会，该问卷将清除任何疑问并帮助您选择供应商选择的正确选择。
Contact Details
Finally, it’s crucial that you include information about whom to contact and how. Provide the contact details of the representative in charge of collecting proposals from vendors. This will ensure that all the proposals come through to the same channel, so you don’t miss any of them. It will also streamline communications, so vendors know whom to contact if they have any questions.
Best Practices to Write a Killer Influencer Marketing RFP
Now that you know what details you need to include in an influencer marketing RFP, you may be all set to write your very own. Before that, keep the following best practices in mind so you can get a strong start.
Have a Clear Idea of What You Need in an Influencer Marketing Platform
不是全部金博宝188备用网址影响者营销平台188滚球地址are made the same. They may have different search functionalities, search filters, or even a whole different influencer network to tap into. So it’s crucial that you start with a clear idea of what you need in an influencer marketing platform. This will help you understand exactly how to outline your vendor selection criteria. At the most basic level, theplatform should offer the following capabilities:
- Segmented influencer search using various filters (category, topic, age, audience, location, etc.) to help you discover potential influencers
- Influencer audience demographic breakdown to assess an influencer’s community
- Messaging functionality to streamline brand-influencer communications
- Campaign management tool to manage influencers and overall campaign
- Analytics dashboard to track spending, influencer performance, and campaign ROI
- Payment feature to easily manage influencer payments
Be Transparent About Your Rubric
While your RFP may tell potential vendors how they’ll be evaluated, it’s even better if you can showcase how much weight each criterion will carry. For example, you may consider giving extra weight to vendors who have experience working inB2B influencer marketing.
这不仅有助于使您的评估更轻松，而且还可以确保客观性，并帮助供应商权衡赢得竞标的机会。换句话说，您会自动将选项过滤到最可行的供应商中，以便更好地缩小最佳选择。
Keep an Open Line of Communication
尽管您的RFP可能包含所有关键信息，但一些供应商仍可能需要一些其他详细信息来帮助他们起草建议。确保您保持开放的沟通线，以便您始终可以回答问题并清除任何疑问。
与影响者营销RFP模板合作金博宝188备用网址
Still hesitant to write your very first influencer marketing RFP? Check out thisfree influencer marketing RFP templatefrom Klear to help you get started.
Frequently Asked Questions
有影响力的营销RFP中应该包括什么？金博宝188备用网址
在您的影响者营销RFP中包括的一些关键细节是 - 背景，目标受众，计划概述，计划目标，金博宝188备用网址截止日期，供应商标准，预算，KPI和提交要求。
What does a successful RFP look like?
成功的RFP通常对项目目标和期望有清晰的描述。它还包括将用于评估的标题。
What should you not include in an influencer marketing RFP?
Your influencer marketing RFP should not contain any unnecessary information that might be confusing to vendors.
How long should an influencer marketing RFP be?
There’s no rule stating the length of a typical influencer marketing RFP. It can be several pages long depending on how much information you’re planning to share.
What’s the difference between an RFP and a proposal?
An RFP is an open invitation that a company sends out to potential vendors asking for a proposal. Meanwhile, a proposal is created in response to the RFP.
