Are You Using Social Media Influencers? Read this First
What is Influencer Marketing?
Influencer marketing is designed to tap into an existing community of engaged followers on social media. Influencers are specialists in their niches. These individuals have influence over an audience you might be trying to reach and can be helpful marketing to those buyers.
According to a recent study comprised of marketers from a variety of industries, 94% of them concluded that influencer marketing was an effective campaign strategy.
With that in mind, here are three key things you need to keep in mind when launching an influencer marketing campaign:
Quantity does not always mean quality
Can this influencer engage your audience? Does he or she specifically have reach on the social media channels where your audience spends its time? When evaluating the potential impact of an influencer, it’s tempting to go with the one who has more social media followers. More followers should mean more reach, and more reach will mean more visitors and ultimately more customers. Right?
Not always. It’s better to choose a social media influencer who has a smaller but more dedicated audience than to go with numbers alone. A smaller influencer who is focused on your niche and has passionate followers will have more impact than a blockbuster influencer who couldn’t care less about your brand.
Influencer campaigns can be measured.
Referral traffic is one metric that can easily be monitored via a tracking link. This helps marketers understand if an influencer is able to drive traffic to a brand’s website. From there, marketers can monitor website behavior to determine if visitors engage with content (a sign that they are qualified) or if they immediately exit the site (a sign that they are unqualified).
Another metric to monitor is branded search volume. It may be difficult for an influencer to drive direct website visits. This is especially true on platforms like Instagram and Snapchat, where sharing a URL is harder than on other networks. To approximate the impact an influencer has on the behavior of your target audience, use a tool like Google Analytics or Moz to see if there is a spike in search terms directly related to your brand.
It’s a long-term game
Influencer marketing usually serves as a brand awareness tactic that encourag