At Everywhere Agency, we are often tasked with providing proof of how we have achieved client goals in order to land new campaigns. Despite my greatest wishes to wink at a prospective client and whisper “trust me” to close a deal – it’s never happened, not once.
As influencers clamor to be compensated with larger sums, they will inevitably be called to task to meet certain benchmarks and provide information about projected numbers of engagements and views.
So when an influencer asks “Why am I not getting picked for campaigns?” or “Why won’t brands choose me?”, I always counter with, “What evidence did you provide that you are the right person for the job?” If you don’t have a compelling, measurable answer to that question, fret not! We’ve got some advice on how you can craft the most convincing case studies to prove your worth in terms that matter to brands.
1. Determine and quantify your value.
Are you great at driving clicks when you produce sponsored content? Are you a pipeline of engagement and activity to a niche group of people who trust your opinion? Do you take emotive and crisp photos that look better than if a professional photographer had been hired to shoot the moment?
GREAT. Now you’ve got to prove it.
2. Now align these skills with your client’s goals.
Learn the basics of Google Analytics so you can see the traffic on your site and how it performs. Are you attempting to work for a mattress brand and you had high click-through rates on a post about sleep remedies? Well then, bully for you, you’ve got a direct parallel between their product and your content. There are a number of tutorials and online resources available if you want to better your understanding of Google Analytics – or social media analytics for that matter. Suffice it to say, if you can’t provide insightful data around the analytics on your site, you can’t expect brands to be charmed by you.
3. Make it clear in a professional and easy to digest format.
A case study on your successful contribution to a campaign is not your thesis, so keep it at a high-level overview. Make sure to pull high-quality images of content you’ve created that is most relevant and preferably beautifully composed. Keep it clean. Create a portfolio online or even a PowerPoint will do. Don’t use 40 words when four words can tell the same story.
Case studies should be set up to clearly focus on the following three areas:
A media kit is not always enough. While I do like knowing how many followers you have and seeing how you were featured in Home and Garden magazine – it doesn’t prove to us if you can build brand awareness for our client or cause people to take action on the content you feature. Not to mention, these days fake followers and inauthentic engagement abound. Look past the numbers and dig into the “comments of intent” – messages that indicate someone is going to take action based on your post – or show how you capture the attention of the general public. It’s not enough to amass a plethora of nondescript “Great pic!” comments.
4. Make it Relevant.
Think, how are my past successes related to this brand? When trying to appeal to a specific company, you should always consider what they would view as a win. Is it sales? Is it really cool content they can repurpose? Is it access to a highly engaged audience? If you can’t get that info, look at who they are already using in campaigns and create content that is comparable – if not better.
Once you’ve been able to identify what success would look like to the brand, you can then consider what type of evidence you can produce to convince them that you are indeed worth the investment. Now, whether you do this with words, infographics, or visuals – that part’s up to you. Go the extra mile, stand out, and you will be rewarded.