Whether your brand is looking to elevate its image or boost sales, influencer marketing has the power to deliver. To maximize its impact, businesses should focus on two specific goals.
Ensure the right results by moving beyond vanity metrics like follower counts and retweets to find the ideal partner for your campaign. This will help you better understand performance and ROI.
Reach the Right Audience
An influencer marketing platform typically involves a database and search functionality that filters potential influencers by their social media platforms, engagement history, demographics, and more. It can also include campaign management features for ad text and graphic creatives, hashtags, mentions, duration, and other ad campaign elements.
A key to leveraging an influencer marketing platform is a well-crafted brief that equips influencers with all the necessary details for a campaign. This includes a campaign goal, a description of the product/service being promoted, brand guidelines, and a list of expected deliverables.
The best influencer marketing platforms allow brands to create a custom audience segment that’s unique to the campaign they’re running. This helps to avoid reaching an irrelevant audience or generating too much noise for the drive to have any impact. It’s also helpful to have a way to track conversion metrics like installs or sales generated through the content a campaign produces. These metrics help marketers understand how their influencer marketing is performing over time.
Create a Unique Campaign
Influencer marketing is social media promotion that involves working with popular content creators to promote your products or services. It’s a great way to reach a targeted audience and is often more effective than traditional advertising.
Regarding influencer marketing, the key is creating a unique campaign that aligns with your business’s goals and values. You can create a brief that equips influencers with the information they need to create compelling content without being overly restrictive.
Also, use influencers to share links to your website or social media accounts. This will boost your SEO performance and drive traffic to your brand. Finally, it would help if you worked with an influencer management platform with the tools to help you run ROI-focused campaigns. Awario is an influencer marketing platform that enables brands to build relationships with creators, track and measure ROI, manage all aspects of a campaign, and more.
Measure Success
It’s essential to know how you’ll measure success for each campaign. Some of the most straightforward metrics include impressions, which are complex data that indicate how many people viewed an influencer’s content about your brand.
Other metrics may focus on specific goals, such as increasing new followers or sales conversions. Setting these measurable goals allows you to track and analyze your performance and make necessary adjustments.
For example, you can set up an automated process to collect and manage the new emails to increase your email database. This way, you can quickly see how well your influencer marketing campaigns perform and optimize them for future efforts. In addition, you can use an influencer platform to build relationships with content creators and form strong partnerships — a benefit not available when using an agency. The NeoReach platform, for example, allows you to choose a specific dataset to find the right bloggers, TikTokers, and YouTubers for your needs.
Track ROI
Having clearly defined goals and KPIs for your influencer marketing campaigns is essential. Your management team (or finance department if you work with an agency) will want to see that the money you’re spending on influencers is helping your bottom line.
One way to measure ROI is by looking at increased sales directly associated with a campaign. This can be tracked through affiliate links or promo codes, but it’s also possible for customers to comment on a post and mention that an influencer’s content inspired them to make a purchase. Customer service personnel can then note these purchases in your system.
More indirect ways to measure ROI include web metrics like traffic and organic product mentions. Many consumers research products before making a purchase, and seeing your brand mentioned in blog posts or other articles can be a great way to build awareness and credibility. This can lead to more immediate sales, but it is challenging to measure in the same way as a direct sale.