Influencer Marketing Podcast: Episode 3

This week’s podcast features  FYI co-founder, Jamie Reardon, and Kelsey Havens, influencer marketing educator and writer. Last time we talked about How to Launch an Influencer Campaign with FYI’s other co-founder. If you haven’t listened to it yet, check it out. This week we want to take a deeper look at analytics and measurement. How do you effectively measure an influencer campaign?

How to measure an influencer campaign

 

 

Segment 1: Establishing goals with smart measurements
Segment 2: Total Reach and quality content
Segment 3: A close look at KPIs (conversion, CTR, CPM, CPC, social engagement)
Segment 4: Examples of great measurements vs. bad measurement

 

We can help you launch a stellar influencer marketing campaign. Simply send us an email. 

 

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3 reasons your influencer marketing campaign failed

computerkeyboard_small74% of marketers are reporting that they are planning some type of influencer marketing campaign in the next 12 months. If you’re one of the marketers who made the jump in 2014, nice work! Influencer marketing is effective (At Find Your Inflluence, we see higher click through rates on influencer posts than on industry-standard Facbook ads). But it has to be executed correctly. If your influencer campaign didn’t go as planned. Here are three things you might have done wrong.

 

1. You didn’t choose influencers that know your fans

One of the key reasons influencer marketing exists, is that the right influencers are already reaching your potential customers. They have a fan base of your consumers. Instead of forcing yourself into your customers’ web experiences, you can leverage influencers who are already there. Seems simple enough, except we regularly see brands completely missing this point.

 

If you only focus on site traffic, social media reach or some other metric that you consider key, you’ll likely be missing the opportunity to find influencers and brand ambassadors that would relish the opportunity to work with you. You need to first focus on whether or not an influencer’s interests and his/her fan base’s interests align with your brand messaging. Ask yourself, does this really popular fashion blogger have fans that are interested in my sports equipment? Maybe. But they’re not looking for your equipment there. Your now interrupting their experience. Start with content then move on to metrics.

 

2. You didn’t make the campaign engaging to your influencers

A professional influencer will meet all the campaign requirements and put in some extra effort to make the blog or social posts strong. But have you ever read a promoted post that seems forced or boring? That right there is the result of an unengaged influencer.

 

Engagement partially goes back to number one – is your influencer actually interested in your products. But assuming you picked the right influencer for the job, you might just be launching boring campaigns. Besides the obvious monetary benefit, bloggers don’t really benefit from sponsored posts on their site. Sponsored posts don’t bring in more readers necessarily or improve their brand. So where’s the incentive to make the post awesome? That’s up to you.

 

Find a way to get the influencers excited about your campaign – whether it be through a giveaway, fun activity, Twitter party or partnership. If your influencers are excited about the campaign, they’ll produce better content.

 

3. You didn’t measure your campaign correctly

Understandably, we have a tendency to rely on conversion. If the campaign was successful, we’ll see an increase in revenue. Right? For some campaigns, yes. But for some, it’s a bit more complicated than that.

 

First of all, conversion can be a long game. If your campaign is more about education or if you were branching out to new audiences, you might see conversion trickle in over the course of several months. People are doing their homework before they buy.

 

Influencer marketing is also fantastic for branding purposes. If you’re trying to get your brand message, voice or mission out there, then you should be measuring reach. You can then measure the success of the campaign with a CPM-style metric.

 

Finally, things like new email subscribers, clicks through to your site, use of a hashtag and more can be fantastic ways to measure efficacy of a campaign with branding or lead nurturing goals.

 

In fact, it really comes down to your goals. Make sure you set clear, specific goals before the campaign and cater your campaign to those goals. If you want to drive conversion, consider using a promo code and ensure that you’re reaching people that are already likely to buy, people in the consideration stage of the buying cycle.

 

Have you had an influencer campaign fail? Tell us what you learned from your mistakes.

 

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Influencer Marketing Podcast: Episode 2

Last week we went over the basics of influencer marketing – what is it and what is an influencer? This week we’d like to take you to the next step, the really important part: How to Launch an Influencer Campaign. Join Find Your Influence co-founder, Cristine Vieira as she walks you through the basic steps and how to optimize your campaign.

 

How to Launch an Influencer Campaign

 

Segment 1: Preparing to launch a campaign
Segment 2: Find and contact the right influencers
Segment 3: Track results + payments

 

We can help you launch a stellar influencer marketing campaign. Simply send us an email. 

 

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6 things to look for when your brand
is choosing an influencer

rsz_imageblogLet’s be honest, there are a lot of bloggers and social media users out there. How’s a brand to know which one to go with? The truth is, there are a zillion factors you could consider when choosing influencers. A few key metrics will certainly make the search a bit easier, but it’s more important to consider the big picture. Does this influencer make sense for your brand or advertiser?

 

When evaluating influencers, here’s the 6 most crucial things to consider, from the bottom up.

 

6. Traffic

The easiest metric to rely on is blog traffic. If an influencer has a lot of daily visitors, then you can pretty much guarantee a certain amount of impressions. This is a great starting point and a metric that should always be considered, but it’s rarely the only thing you should be looking at. Plus, have you learned anything from banner ads? Impressions don’t necessarily mean engagement or conversion. There are a lot of other factors.

 

5. Social networks

One of the main reasons you can’t only depend on blog traffic is that influencers span many networks. It’s possible for an influencer to have a low or mediocre blog following, but have a huge social media reach. This is important, because social media is more of a conversation. An influencer with a large social fan base could easily be more influential than an influencer with high blog traffic.

 

4. Total Reach

Best of both worlds is total reach. Consider the big picture. Start by figuring out your influencers’ blog traffic or blog subscribers. How many people is the blog reaching? Then move on to every single social platform that the influencer is using. Either combine total fans or ask the influencer for more specific data about his or her reach. Finally, calculate total reach and compare to other influencers. If you use this metric, you might be surprised. For instance, it’s possible for an influencer with an average following on many platforms to have a higher reach than an influencer with one stellar platform.

 

3. Engagement

This next point is key: it’s not all about numbers. An influencer can have high reach but also a high bounce rate. If your campaign goals are more about engagement, like if you’re measuring new subscribers or promoting a contest, then engagement might be more important to you than reach.

 

Start with the influencer’s blog. Are people commenting? Does the influencer have subscribers? A mailing list? These are all normal questions to ask and measure if you’re considering working with an influencer. Then, move on to the social platforms. Are people commenting, liking, retweeting and sharing? Don’t be afraid to ask the influencer for concrete engagement metrics as these can easily be accessed from Facebook and Twitter for free.

 

2.  Fan demographic

Now we’re down to the top most important things to consider. One of the reasons influencer marketing is so successful and popular is because it helps brands reach new consumers–more importantly, targeted consumers. For the best results, you want to find influencers that have a fanbase that’s going to love your brand.

 

Start with your own demographic data — what age groups, location and marital status make up your biggest customer segments? Now find influencers that have an audience that likely falls in those specific targets. It’s likely that the influencer’s fans’ general demographic, is similar to the influencer’s.

 

If you’re a local brand, be sure to find influencers that have an active voice in your city or state. If your customers are often married with children, mommy bloggers might be a great fit. If your customers are wealthy and without children, consider a travel blogger. There’s a lot of ways to go about this, all depending on how much you know about your segments and demographic data.

 

1. Content

The number-one most critical thing to consider when choosing influencers is whether or not the influencer’s content, interests and voice matches the interests and goals of your brand. This is crucial to launching a successful influencer marketing campaign. An influencer with high reach in an unrelated industry is highly less effective than a small influencer with a passionate fan base in your industry. You want an influencer who is already engaged with your potential customers — people that are already interested in your industry. So make sure to choose influencers who are developing high-quality content about things that relate to your brand.

 

At the end of the day, it really comes down to your campaign goals. Before you launch a campaign, it’s crucial to outline very specific campaign goals. With the right goals and metrics in place, it will be a lot easier to choose influencers based on your campaign needs.

 

Of course if you need help finding influencers, we’re always available here at Find Your Influence! Simply shoot us an email.

 

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3 Massive Mistakes That Influencers Make

typewriter_smallThis isn’t a post about little mistakes that nobody notices, or mistakes that happen on accident. This is about three colossal mistakes that might cost an influencer a campaign, their audience or even a partnership with a brand, or advertising agency. So pay attention and try to not to let any of these three mistakes be your fate.

 

1. Not paying attention to Google updates

if you’re a working influencer, you probably already have at least a basic knowledge of SEO. That’s great. The thing about SEO is it’s highly dependent on Google algorithm updates, which occur regularly.

 

It’s crucial to pay attention as soon as these updates happen. Set a Google alert for “Google algorithm update” or make sure you have a tech publication in your reader. The key is to make sure you find out immediately, and then quickly learn if it means anything to your blog.

 

In theory, Google is often updating their algorithm so that they can provide their users with a better search experience—better content, more relevant content, less spam. However these updates aren’t foolproof, so it’s possible you’re doing something on your blog that Google is filtering for. And this is why the effect could be colossal.

 

If you’re blog includes some sort of linking or tactic that Google has deemed negative, you could see your site traffic plummet. Really, it could plummet.

 

For instance, one of Google’s recent updates was to their Payday loan algorithm. This algorithm itself helps filter out spammy sites, however the latest update is scanning for sites with spammy queries.  With this update, if you happen to link to a payday loan company on your site, your search traffic might have completely dropped off the face of the digital earth.

 

Stay aware of updates and make changes to your blog fast.

 

2. Not paying attention tothe social media campaign instructions

So your site is performing well and you’re partnering with brands and you’re feeling pretty confident about your influencer growth and status. Pretty cool, huh? But your new ego results in a bit of carelessness.

 

A campaign offer comes in. Since you’ve done this a million times, you could read campaign specs in your sleep. So you quickly scan over the instructions, skim the blog prompt and grab the hashtag. Easy peasy. You’ll have this campaign done in no time.

 

Flash forward two weeks and you’re suddenly receiving hate mail from a brand you thought would LOVE your content. What gives? Turns out those instructions you just skimmed were pretty important and you forgot one crucial step.

 

Could this really be a colossal mistakes? Yes. Brands are trusting you to follow instructions and act professionally so that they can accurately track the performance of the campaign. A missed instruction could screw everything up.

 

We’ve seen bloggers forget a special link, no-follow tags, a special content instruction, to announce an event or to meet a certain deadline. These mishaps can burn bridges. Frankly, brands work fast and depend on campaign performance. If they don’t feel like you did your job, they’ll move on to a different influencer.

 

3. Writing low-quality content

This one seems obvious but we see it every day. Bloggers are creating content constantly. Some are juggling many brands and many requirements. It can get hectic, and it’s tempting to rush assignments. Hey, it might be even be tempting to write your post quickly so you’re getting paid more an hour. Bad choice.

 

If your blog is thrown together, it’s obvious. It’s obvious to everyone involved—the brand, your fans and the communities you’re working with. A poor-quality post could mean you never work with that brand again. But what’s worse, is you could lose your fans and connections.

 

Sure, your fans might forgive 1-2 poor-quality posts. But string a few together, and you’ll see your readership start to dwindle. A dwindling readership can have a domino effect on your partnerships and connections. So be weary.

 

Treat each campaign with respect, think about what the prompt really means to you, and write a high-quality post. It’s as simple as that.

 

If you need help, we hope you’ll check out what Find Your Influence (FYI) has to offer. FYI helps influencers of all levels connect with brands and manage their campaigns more efficiently. We even provide an easy way to move up in our marketplace as your success grows. If you’d like to see how we could help you, we encourage you to sign up. It’s completely free for influencers to join. Always.

 

 

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