preferences and how they work.
Monitor success selectively
While the availability of performance
data and measurement tools has increased,
so has an appetite to determine Return
of Investment (ROI) for influencer
marketing. Brands can reduce the friction
of performance measurement by selecting
metrics that align with objectives, and not
rely solely on numbers when assessing
campaigns. On striking the right balance
between data measurement and the more
unquantifiable benefits of influencer
marketing. No one would have taken one
ad in [a publication], waited to see how
much they sold from that ad and say ‘we
don’t want to advertise in that magazine
anymore.’ Understanding the business
goals and influencer campaign objectives
will directly inform which metrics to
track.
Relinquish (some) creative
control
It’s influencers, rather than brands, who
are going to have the best ideas about how
to tap the connection with their audiences.
Giving up control can be difficult for
brands, but it’s often necessary. While
brands need to make their campaign and
business objectives clear, they also need
to trust influencers to understand their
market and relinquish the creative reins to
create content that really resonates.
Measure the ROI
The big question behind any influencer
marketing campaign is always: “how do
we know if it is successful?” It’s true: ROI
is always tricky to measure and track.
One way you can do so is by providing
influencers with a coupon code in their
name so you can track the number of sales
that came in through their campaign.
Alternatively, you could also measure the
amount of referral traffic coming in from
their website via Google Analytics.
Regardless of what you choose to measure,
be on the lookout for some areas for
potential improvement, especially in the
beginning. No program is perfect, and the
ability to grow a truly robust influencer
marketing program takes a lot of time and
effort. By showing more than just your
superficial successes, you’ll demonstrate
the thoughtfulness you’re putting behind
growing these working relationships into
something meaningful for your company.
It’s not always pretty, and like any
relationship, can mean some “give and take”
for everyone involved, but at the end, those
strong voices projecting your company
messages for you, without solicitation, will
have an ROI that far exceeds many of the
other programs in your marketing mix.
Irene Mbonge is a Communications
Expert and a current affairs
enthusiast. She is the interim
Chair, CIPR-Kenya chapter. You
can commune with her on this or
related issues via mail at: Mbonge.
[email protected].
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