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

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

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