With influencer marketing content delivering 11 times higher ROI than traditional forms of digital marketing, it’s undeniable that influencer marketing is still a very effective online marketing channel.
There are many ways to utilise influencers in your marketing. To help you find the right way of working with influencers here are three questions to ask yourself before starting to work with influencers to ensure that you get the results you are looking for…
What am I trying to achieve?
This is the first question you should ask yourself. Are you looking to raise awareness of your brand in general, increase sales for a specific product, improve your backlink profile, or generate more social engagement?
My guess is that it’s a combination of more than one of these and that’s fine. If you have a clear idea of what you are trying to achieve, planning and rolling out your campaign will be much easier and you are more likely to generate you the results you want. Having clear aims will enable you to find the right influencers to involve in your campaign, what you want them to do, and when you want it to happen.
How am I going to measure the results?
Influencer marketing is generating $6.50 in revenue for each $1 spent, according to a poll from influencer marketplace Tomoson. But before you get too excited, you need to think about exactly how you are going to measure the results of your work. This of course depends on what kind of campaign you’ve decided to do and what you are trying to achieve, so make sure you set out clear measurements of your ROI that correspond to your original aims.
For example, if you are giving influencers a product for review with the aim of generating an increase in sales for that product, the way you measure your results will be based on the uplift in sales. It’s not always that easy though. If you’re looking to increase your overall brand awareness through influencers, you might have to use a combined approach where you look at several different metrics that will determine the success of the campaign, such as direct traffic to site, brand enquiries, social media engagement, etc. Have a look at this example of how we measured the success of our blogger event for Benefit Cosmetics.
How can I get the most out of working with influencers?
The biggest mistake you can make when working with influencers is not utilising the campaign and content generated to its full potential. If influencers have created content for you, make sure to repurpose the content. Not just by re-tweeting it, but plan it into your content calendar to share the content with your audience repeatedly. Also, don’t forget that when working with influencers who have a genuine interest in your brand, they are your brand ambassadors which creates an opportunity to re-engage with them further down the line. For example, influencers who have attended a launch event could be future content contributors to your on-page blog, to review new products launching, or to take part in interviews for your social channels – the opportunities are endless, don’t waste them!
These are just three questions you should ask yourself before starting to involve influencers in your online marketing efforts. If you want to talk to us in more depth about influencer marketing or are interested in utilising our Zeal Buzz influencer network, get in touch today.