Influencer marketing is becoming more demanding for brands. According to recent figures, influencer marketing spending will reach $16.4 billion by 2022. The success of influencer marketing is based on the fact that influencer-generated content has provided brands with better outcomes than promotional/branded postings.
Table of Contents
What is an Influencer, and What is Influencer Marketing?
Simply described, an influencer is anybody who influences the conduct of others. Influencers are individuals who work with brands to promote products or services to their target demographic.
Influencers are more crucial than ever now, that word-of-mouth recommendations and complaints spread through social media faster than fire in a parched field. They typically have large social media followings and are both brand champions and niche boosters.
Influencer marketing is a social media marketing method in which firms use influencers’ audiences to increase exposure and sales. Influencers are compensated for endorsing or promoting a product to their audience, who then purchases the product from the brand.
Who Uses Influencer Marketing?
While some businesses are unwilling to abandon outbound marketing tactics, fashion E-commerce sites are approaching influencers like pros. Many people are contacting reputable fashion bloggers and sending them goods and accessories to review. The blogger then takes images and writes about the clothes, frequently connecting back to the website where their audience can purchase the products being reviewed.
Initially, influencer marketing was limited to promoting new products and services. Influencers are being utilised to start new companies, revitalise stagnant brands, and improve brand perception on social media.
There are various processes involved in planning and implementing an influencer marketing campaign. And each step in the proper route will get you closer to your brand’s aims and objectives.
What is an Influencer Marketing Campaign?
An influencer marketing strategy makes use of digital creators that have a large influence on specific industries or target audiences’ purchasing habits. You can collaborate with these folks to promote your brand, products, and services through curated messaging if your plan is successful.
The following are some of the advantages of creating an influencer marketing campaign:
- Increases trust and credibility among the influencer’s fans.
- Increases brand recognition by telling your story through valuable content.
- Fills in the blanks in your content strategy.
- Allows you to reach people who are already interested in your products or services.
Keeping track of your influencer marketing campaigns is a time-consuming task. Everything boils down to analysing the success rate of the influencer marketing campaign, whether it’s discovering appropriate social media influencers, implementing the campaign on the right social media platforms, or obtaining data for the campaign.
Measuring the impact of influencer marketing is a time-consuming and data-intensive procedure. Influencer marketing networks can also assist in this regard. Without further ado, let’s start tracking the success of influencer marketing campaigns.
Metrics that will help you track the Success of Influencer Marketing Campaigns
To determine whether or not your campaign was successful, consider whether the advantages outweighed the expense. If the value of the good returns exceeds the cost of the investment, you have succeeded. This equation displays what marketers refer to as the ROI, or return on investment.
As previously said, always link this computation to your advertising objectives. Here are some actual examples relating to specific goals prevalent in influencer marketing efforts to help show how to do it.
1. Keep your brand’s aims and objectives in mind.
Every influencer marketing campaign has specific goals and objectives. Marketers must keep these in mind to determine whether their campaign is in line with the agenda. This will not only provide you with a method to review your efforts, but it will also alert you if any changes need to be made.
2. Evaluating brand influencers chosen for the campaign
Every social media site has a plethora of social media influencers. Evaluating influencer performance is part of the broader process of determining the success of a campaign.
To grow influencer programs, you must first understand how your influencers perform on social media. Influencer marketing systems allow you to view influencer insights, brands with which they have cooperated, top hashtags used by the influencer, content performance, and much more.
3. Double-check your influencer selection.
On many occasions, marketers must redefine their influencer marketing campaign simply because they choose the wrong influencer. Influencer marketing tools can assist you in the same way. Various tools can help you locate influencers based on mentions, hashtags, and captions. Furthermore, the tool allows you to view the influencer directory to gain insight into the statistics of the influencer.
4. Monitor your brand’s engagement
Check the engagement analytics to see if your audience is engaged with your campaign. Keep an eye on the performance of your content and notice which postings are doing the best for your brand. The tool can measure anything from influencer performance to a brand’s social media presence! Similarly, social media platforms provide dedicated dashboards to check the same.
5. Keep track of conversions
The easiest approach to measuring the efficacy of your influencer campaign is to track the conversion rate. This includes anything from email subscriptions to free product and service trials to purchases.
Track your marketing goals by tracking your user base’s journey on Google Analytics and other analytics tools. This will allow you to determine whether your campaigns are leading you to the desired brand objectives. Knowing which landing pages are generating leads is another excellent method to improve your internet presence.
Check where the majority of your users are coming from, learn about the sources of your traffic, and so on to have a better understanding of your audience’s behaviour. These insights assist you in developing new tactics because you are already aware of the pattern your users are following.
6. Maintain flexibility in your influencer marketing initiatives and methods.
A flawlessly planned, executed, and monitored marketing campaign is uncommon, particularly if this is your first step into influencer marketing. So, if you try a tracking system and it doesn’t work the first time, don’t give up. It does not always imply that the campaign had no effect; rather, improved mechanisms for tracking and measuring are required.
The first step in this scenario is to change the goals you’re utilising. If you’re having trouble tracking website traffic, for example, try setting a precise conversion objective based on a single piece of content.
7. Track traffic before, during, and after the campaign.
Examine your website and social media traffic before launching the campaign. Then, as the campaign progresses, take daily or weekly notes, noting spikes and drops. Finally, after the campaign is done, record your traffic and compare your notes to get an idea of how effective the campaign was at attracting traffic to your site. In terms of social media, compare your following and interaction rates.
8. Establish your KPIs.
A key performance indicator (KPI) is a measurable statistic that shows how well your organisation is meeting its business goals. These will differ according to the industry. To begin, ask yourself the following basic questions about your brand:
- What kind of influence do you want to make?
- How can you make the world a better place?
- What are your financial objectives?
When creating KPIs, use the SMART method (specific, measurable, assignable, realistic, and time-based objectives).
9. Create promotional codes.
You’ve seen social media influencers give promotional codes for discounts on items or services. This is a terrific approach to attracting new consumers and measuring sales because you’ll be able to see how many individuals used the code at checkout when purchasing your goods.
10. Add UTM parameters.
A UTM parameter (also known as a UTM tag or code) is a piece of text that can be customised to allow analytics tools to track campaign traffic. Adding a UTM code to the end of a URL allows you to determine which campaigns generated the most traffic, which links visitors clicked on the most, and other information.
11. Ask for data.
When negotiating a potential relationship with an influencer, find out if they’re prepared to share their data and analytics with you after the campaign is finished. It never hurts to inquire.
Many influencers will have sophisticated data (and lots of experience evaluating it) to share with you to assist you in understanding the performance of your campaign.
When selecting an influencer, it is critical to have a clear understanding of your goals. There are thousands of influencers to select from in every industry, so you want to work with the best one for your company. First, check for phoney followers and low engagement, then determine who has an authoritative voice in the space you want to advertise in. Their followers interact with their content because they believe their voice is credible when discussing the subject matter in which they are experts.
There is no single formula that can be used to demonstrate the success of an influencer marketing campaign. Success is entirely dependent on your brand and its goals. Furthermore, success isn’t necessarily a clean bundle. You may be able to take advantage of some unexpected rewards. So, when reviewing your campaign, thoroughly examine all of the data you have, but maintain an open mind for benefits that are more difficult to track.