Do you need help kicking off your influencer marketing campaigns and wish you could have an expert help you as much - or as little - as you need?
Enter Later’s Influencer Marketing Services team.
But before you make a decision, it’s critical to know what working with our Services team is really like.
We're sharing the inside scoop on onboarding, evaluating campaign success, and long-term partnerships from two of the Later Services team members: Program Manager, Melissa Barrera, and Program Coordinator, Jessica Thalheimer.
Table of Contents
What Are Later’s Influencer Marketing Services?
Later’s Services team helps brands plan, launch, and maximize the ROI of their influencer campaigns.
That involves…
Sourcing and managing influencers: The team has worked with thousands of influencers and can help you identify the perfect partners for your campaigns.
Building, evaluating, and growing campaigns: We know the ins and outs of campaign building, launch, and expansion. They can help you more deeply understand your data and pick the right next step.
Platform expertise: All of Later’s Services team members are experts in Later Influence, our in-house Influencer Marketing Platform, so they can ensure you’re getting the most out of every feature to drive business results.
“Later’s Services team really allows our customers to dive into influencer marketing with the best practices that we've learned over many years of working in this space,” says Melissa. “It's very fast-paced and moving, and we tend to be right in the thick of it.”
Who Would I Work With at Later?
When you work with our Services team, you get expert support from day one.
You’ll work with:
A Program Manager and a Program Coordinator who craft your high-level campaign strategy and structure, as well as execute day-to-day campaign management tasks; and
An Account Manager who is your main point of contact for questions or concerns.
“As a Services team, we run the execution of all campaigns,” said Jessica. “The Account Manager connects a customer to the Later brand as a whole, and will have account and partnership syncs with customers to talk through roles and responsibilities.”
What It’s Like Working With Later’s Services Team
Curious about what working with Later Services looks like? Here’s an overview of the first three months.
Month 1: Strategic Onboarding And Launch
The goal of month one is to get you live with your first campaigns, making sure that we’re starting with the right campaigns.
Here’s how we ensure we’re starting on the right foot
Goal Alignment
We want to ensure our Services team deeply understands your marketing and business goals.
We talk about how you’d like to approach influencer marketing (if you’re new to it), your existing approach (if you’ve done it before), and have our team share recommendations on how to best use Later Influence to reach your goals.
“We want to know what customers’ goals are and provide our recommendations and learnings,” says Melissa.
Collaboration
We want to know how you would like the Services team to help you, with anything from light-touch support to handling every component of your marketing campaigns.
Platform Training
This walkthrough ensures you know what each Later Influence feature does and how to access critical influencer analytics whenever you want.
In month 1, we’ll also start setting up and executing your first campaigns.
Month 2: Evaluate Success And Jump On Trends
During month two, we hone our working cadence and joint approach to managing campaigns.
Some things you might see us focusing on include…
Analytics and Campaign Success
Keeping an eye on the metrics set out in the brief and other novel data.
“We are able to see different metrics like engagement, impressions, cost per engagement (or CPE), and cost per 1,000 impressions (or CPM) for each creator,” said Jessica. “We send reports after campaigns to evaluate the top-performing creators—we can hone in on what’s going well, what didn’t go well, and how we can improve for the next campaign.”
Trends
Our team is always on the lookout for new trends—and we can let you know about them and discuss how they might impact the campaign.
“If a customer is open to it, we’re able to dive right into the Later platform and reach out to influencers who might be a good fit for a new trend,” said Melissa. “We can create campaigns almost immediately and let creators know it’s a fast turnaround. We’re always happy to tie trends into the marketing plan for our customers.”
Refining Our Working Style
We also look to solidify our working relationship—though this always remains flexible.
For instance, if you started with Services in a support role, but your team realized they want us to take on more of the day-to-day management, we can adjust.
Month 3: Expand, Pivot, And Grow
As the different campaigns start, grow, and continue, we meet to talk about results.
That typically looks like…
Bi-weekly reviews with main points of contact, typically the folks on your marketing team who are most familiar with influencer campaigns, to discuss campaign-specific analytics, insights, and next steps.
Strategic reviews, quarterly or twice per year, with all key stakeholders to review multi-campaign results, strategic direction for the organization as a whole, and how influencer marketing fits into that plan.
Account Managers will also be in touch regularly and you can connect with them for any questions or concerns.
Long-Term Planning: What To Expect Beyond Month 3
Beyond month three, Later’s Services team is focused on one thing: making the most of influencer marketing for your business.
That could mean…
Amplifying successful campaigns;
Maximizing your budget and taking advantage of opportunities during slower parts of the year; and
Sharing what worked for other brands and applying those learnings to your campaigns.
“We try to be an extension of their team, not just a separate entity,” said Melissa. “We want to make sure that we're collecting their marketing calendars for the year and talking about, for instance, how we can jump on holiday trends or other key moments of the year.”
Drive Business Results With Influencer Marketing Services
Later’s Services team is all about helping customers dive into influencer marketing with Later Influence’s best practices.
Our team can offer support and education, depending on how experienced your organization is with influencer marketing. We can support you in executing campaigns or use our expertise to ensure success from beginning to end.
This scalability, combined with our powerful influencer marketing platform, makes it easy to bring influencer marketing services into your organization.
Book a demo with Later Influence to learn more about the platform, services, and how the two work together.
