Influencer marketing running campaigns

Measure Success for Influencer Marketing Campaigns

Bonoboz

Working with influencers may seem like a piece of cake but in reality, it requires a whole lot more than just posting a few pictures and mentioning your product. The actual work comes after your digital marketing campaign is on its foot to make sure it delivers the results that you are looking for. This is why you should be aware of certain metrics to understand if a campaign is indeed successful.

Understanding relevant metrics can be one of the best ways to gain valuable insights into the reach of your campaign, engagement and conversion rates, and the total impact on your business’s goals. By studying these metrics, you can gain a comprehensive understanding and make informed decisions to boost your marketing efforts.

Why do businesses require Influencer marketing goals?

Firstly, what is influencer marketing all about? Let’s break it down, starting from the term ‘influencer’. An influencer is someone who can influence you into doing something that interests you. This influencer could be a celebrity, a popular vlogger, an athlete, etc. So brands usually ask these influencers to market their products with relevant and engaging content to attract and influence the target audience to purchase their products.

For instance, those who play games on apps like Royal Match or Solitaire will see ads endorsed through celebrities for promoting other games like Rummy, etc. If the ad influences you, you may find interest in downloading the game.

Therefore, influencer marketing refers to collaborating with people who have a high following on online channels like social media platforms. 

All businesses have a different set of goals. This is why some businesses focus on gathering new leads, while others focus on increasing brand awareness or enhancing customer loyalty. Thus, forming a clear set of marketing goals helps you channel your efforts into creating marketing campaigns that offer optimum results. It will help you measure the campaign’s progress as well as performance.

By tracking key performance indicators (KPIs) aligned with your goals, you can assess the impact of your influencer collaborations and make data-driven decisions for future strategies. This allows you to evaluate the effectiveness of your marketing campaigns, optimize your influencer partnerships, and drive-up business growth.

Moreover, it will help you conserve your time, energy, and capital to focus on creating unique and creative marketing campaigns that resonate with your target audience. This way businesses can maximize the effectiveness of their campaigns and achieve successful outcomes.

What are some of the measurement benchmarks for top influencer marketing?

 

Brand Awareness

If you are planning to enhance your brand awareness with the help of influencer marketing you should track the reach, engagement as well as impression that your content generates.

Make sure to look at any brand mentioned and the nature of the mentions. In case the nature of the mentions is critical or negative you will have to figure out the issues and resolve them immediately.

 By leveraging positive mentions and promptly addressing any negative ones, you can strengthen your brand awareness, cultivate a positive brand image, and build lasting relationships with your target audience.

Number of Followers

It is essential to track your followers to fully grasp the total amount of followers you have gained during your influencer marketing campaign. You can choose to track your followers before the campaign starts to gain a comprehensive understanding of the growth resulting from your influencer marketing campaign.

Tracking your followers before and after an influencer marketing campaign provides valuable insights on campaign effectiveness, reach expansion, and follower acquisition, enabling data-driven decision-making and optimization for future strategies.

Impressions

One of the most effective metrics to determine your brand visibility is the determination of impressions. Impressions are the total amount of times your content was visible on the feeds on your preferred social media platform. It is the best way to gain an understanding of your brand’s visibility to your target audience.

It is also one of the most suitable metrics to calculate the reach of your content with your partnerships with different influencers.

This will help you make informed decisions during the selection process for your future influencer marketing campaigns. Leveraging this metric enables you to optimize your content strategy, select the most effective influencers, and ultimately drive better results in your influencer marketing campaigns.

Reach

The reach of your influencer’s content is the number of people who can see the content produced by your influencer. While each may be a good starting point for you to study metrics it may not always offer you accurate results especially if the influencer that you are partnering with has a larger following.

You can choose to calculate a rough estimate of the influencer’s reach by analyzing the number of followers an influencer has or by looking at past metrics before starting your marketing campaign. However, it is essential to consider other metrics and factors to accurately assess an influencer’s actual reach and impact.

Engagement

Engagement can be an important metric. This metric measures the response of the audience to an influencer’s post. It is calculated by dividing the number of post engagements by the number of views or followers. The number of people liking a post, sharing it, or leaving a comment can also be used to calculate the engagement rate.

This is why a high engagement rate indicates that the content is capturing the attention and interest of the audience, leading to meaningful interactions and conversations.

 It is an efficient metric for gauging connection as well as overall performance. Influencers with a high engagement rate can help you connect with more people. Their ability to generate authentic engagement and build trust among their audience can translate into increased brand awareness, higher customer engagement, and ultimately, improved conversion rates.

Clicks

Click rates can help you identify the number of times your link shared by your influencer has been clicked on.

 It is an efficient way to track your sales and leads seamlessly. Moreover, It can also offer valuable insights into the effectiveness of your influencer’s marketing campaigns.  It acts as an indicator that the influencer’s content is compelling and is leading to a significant number of clicks on your link.

It provides actionable insights into the engagement and conversion generated from influencer campaigns

Conversions

Conversions act as a crucial metric for calculating the effectiveness of your influencer marketing campaign and assessing the impact of your marketing efforts.

Conversions can shed light on the effectiveness of your influencer campaigns in growing your customer base.

Moreover, by analyzing the conversion data of your influencer collaborations you can verify which campaigns and influencers are offering you the highest conversion rates.

You can use this data to make informed decisions and strategies for your next campaign and achieve your goals effectively.

What are some tips and tricks for measuring influencer marketing campaigns?

  • You should be informed about all the social media features that allow your audiences to engage with your content.
  • Make sure to consult with your influencer regarding your campaign KPIs during, before, and after the campaign. Thus, make sure to keep your influencer informed about your expectations as well as goals so that they are equipped with the tools and strategies to help you achieve your objectives.
  • You should always involve your influencer when you are planning an event. This will help you track the participation that the influencer is responsible for.
  • You should assign campaign metrics to each stage of the marketing funnel to help measure consumer progression. Metrics for awareness include reach and impressions, interest involves click-through rates and engagement, and conversion focuses on purchases and conversion rates.
  • You can also make use of automation tools to track and measure your KPIs, understand Content and Influencer performance and receive comprehensive reporting.

Are you looking for influencer marketing experts? Bonoboz can help you streamline your marketing efforts and come up with the best strategies to achieve your business goals.

FAQ’s

What are the indicators of success for influencer marketing?

  • You can use affiliate links like through Amazon Associates to attract leads. Affiliate links can be used to track purchases and clicks, and check the analytics specific to each influencer as well. 
  • Use impressions to check how many people viewed your product content.
  • You can measure the engagement of the target audience through likes, shares, comments, retweets, and reactions.

There are other indicators as well that digital marketing campaign experts can measure for your brand through influencer marketing. 

What is a KPI for an influencer marketing campaign?

A KPI or Key Performance Indicator refers to the reach, engagement, and conversions produced through an influencer marketing campaign. The KPIs used include:

  • Content reach, views, and impressions
  • Content likes, comments and shares
  • Click-through-rate
  • Number of sales

How do you calculate ROI on influencers?

Divide the revenue generated from your influencer marketing campaign by the cost of the campaign you paid for, and multiply it by 100.

Revenue/Cost x 100.

What is a good ROI for influencer marketing?

Identifying the right ROI for your brand through influencer marketing will depend on the industry you work in, and the campaign goals. You could consider an ROI of 5:1 or higher.

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