Influencers: Start thinking like a brand

Understanding the metrics that brands are looking for in influencer marketing

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We know brands and advertisers are searching for more ways to partner with influencers and tap into the audiences they’ve worked so hard to create. But what metrics and traits are brands really looking for when it comes to selecting the right influencers? Let’s start thinking like a brand.

Overall Reach and Content

You already know that just because you have a HUGE following, doesn’t mean you are a good fit for a specific influencer marketing campaign or that you will have the ability to influence action on a specific topic—and brands are starting to understand that. The value and power of quality content is becoming widespread knowledge. So brands want experts that are creating not just good content, but content that’s engaging to their target audiences. If you have content that’s quality, relevant and engaging to your fans, you’re a great fit for the right brand.

That being said, brands are still paying attention to numbers. Here’s what you need to know:

1. Brands are now looking at ALL of your social media reach, not just your blog. Make sure you have at least one social vehicle with high reach and engagement, and display it prominently on your blog.

2. Make it easy for brands to see who your audience is and what your blog is all about. Don’t try to be everything to everyone.

3. When deciding what your rates should be, make sure you’re backing it by a tangible metric. One good example is CPM or Cost per thousand views. This metric is tied to impressions and reach, and could easily be calculated based on your current blog metrics and social following.

Results

Advertisers love influencer marketing, but at the end of the day they need tangible numbers. Advertisers use a few key metrics to track results and determine whether the campaign was a success.

  • Conversions: This is probably the most important metrics for brands. Whether it’s sales of their products or an email address for re-marketing—conversion matters. If the brand is asking you to push special offers or drive to a lead generation form, they’re most likely tracking conversions. Ask if they have tracking tags you can add to your content in order to enable conversion tracking.
  • Click through rates (CTR’s): Influencer marketing has incredible CTR’s compared to other digital channels. Even when comparing sponsored influencer content to Facebook Advertising—one of the highest CTR’s today—influencers win. Current FB Advertising CTR’s range from .5%-2.2% and what we’re seeing for influencer marketing? 3.5%+. Make sure you’re tracking CTR’s on your sponsored content and if your rates are higher than 2%, share that metric!
  • Cost per thousand views (CPM): Influencers offer a great vehicle to build awareness and reach. If the advertiser is purely looking for brand awareness, they’re probably tracking CPM. A good range for affordable CPMs are $6-$10. You can use your blog post following and social media metrics to determine CPM.
  • Cost per click (CPC): Some advertisers are looking to purely drive traffic to their site. Cost per click is a great metric for tracking this goal. A good average cost per click would be anywhere from $1.30 to $5 depending on the brand.
  • Social engagement: Some advertisers are looking for more engagement and conversions on their social channels. They’re tracking share of voice, brand sentiment and increased traffic to their branded social media pages. Increase in share of voice and brand sentiment is a great metric for influencer marketing and is directly affected by the great content you’re creating.

Ultimately, if you want to leverage your influence by partnering with brands, you’ll have to learn how they’re measuring a social media campaign’s success. The more you understand how brands are measuring success, the more you can execute successful campaigns that result in more campaigns, clients and income.

Do you have any experience with these metrics? Tell us what works for you.

 

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7 Reasons Why Agencies <3 Working With Online Influencers

Let’s talk about bloggers. It’s no secret that these online influencers are a powerhouse of opportunity in today’s social world. But trying to convince clients to invest in blogger relations is not easy. Most brands don’t recognize how valuable online influencer initiatives can be. After all, bloggers have more power than ever to truly activate an audience. Sometimes that results in an increase in sales and other times that means a spike in brand preference. No matter what the end goal, there is no doubt that the rise of online influencers impacts how consumers choose products.

Ready to get started? Here are some tips to help you sell the idea of an influencer campaign to your boss and clients:

Benefits of Influencer Marketing Campaigns

1. The personal touch

  • There are no big-name marketing companies behind the products these influencers post about. Their words are typed and posted by them, usually from their homes after actually using the products or services.

2. People trust them

  • Influencers and bloggers are normal people. They aren’t millionaire celebrities, or part of the royal family. People follow them for honest and real reviews of products, and genuinely trust the influencer’s opinion.

3. No hidden agendas

  • They don’t deal with an editor or “red tape.” They write what they want, when they want. And that is powerful.

4. Truly powerful paid content ― much more than just an ad

  • No flashy $3-million commercial spots or blink-and-you’ll-miss-it banner ads. Even when paying for content, influencers post only products they use, making the ad more impactful than nearly anything else you can buy.

5. No politics

  • No bosses means that no one else is controlling content. Nobody with a secret agenda is telling them what they need to write about.

6. Target marketing made easier

  • Looking for a peanut-butter-loving stay-at-home dad of three? There’s a blog for that. Seriously. Engaging with bloggers allows brands to market to uber-specific audiences that will be more apt to connecting with their product/service. It’s just smart.

7. Cost Effective

  • Compare to a running ad in a magazine or a commercial slot on television and you’ve got yourself a good deal. No production costs!

Word-of-Mouth is the Strongest Influence

A Nielsen Study indicates that 92% of consumers around the world trust word-of-mouth marketing more than any other form of advertising. There is little doubt that the time for influencer marketing is now. The question remains is how to connect with these influencers. The current process is a tedious one, to say the least. If a brand is going to contact a blogger to promote its brand, it usually reaches out to blogs after spending hours trying to find the right one. Then they have to pitch to them – not knowing if they even do paid advertisements. All in all, it’s a ton of back and forth, “what if’s” and “no, thank you’s” without a guarantee of how many consumers it will actually engage and help your brand when they do talk about you. Do you see the problem?

How to Find Influencers

This is where we make our sales pitch. Use the Find Your Influence influence marketing platform to identify the type of influencer you need, and the fee is calculated based on the influencers’ reach. We’re a cloud-based application that enables brands to connect with digital influencers who are already having regular conversations with your target audience.

Need an example? Massage Envy contacted us to help them increase their online reach and branding awareness for its 900+ locations throughout the US. Not only did they find the right influencers for their campaign, but they also found influencers who were already Massage Envy customers. Through their blog posts, tweets and shares, the influencers reached an estimated 900,000 potential Massage Envy customers.

 

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What is Influencer Marketing?

Have you heard of the new word-of-mouth advertising – Influencer marketing?  If not, here’s why you should start paying attention to this fairly new method of marketing.

In 2012, 81% of U.S online consumers, purchase decisions were influenced by friends’ social media posts.  You know this, which is why your company has a Facebook and Twitter profile and you’re working on humanizing your brand and engaging with consumers.  But, how do you truly influence purchase decisions?  And furthermore, how can you scale social influence?

Influencer marketing, whether you’re engaging small brand advocates or large social influencers, is now giving brands and advertisers the ability to scale word-of-mouth advertising like never before.  Over the last two years, influencer marketing has become common practice among marketers; with 65% of Brands participating in influencer campaigns.  You can be a small to medium size business engaging a handful of influencers about your new product or service, or you could be a fortune 500 company with a long standing brand ambassador campaign.  Influencer marketing campaigns can spread the word about your company, help with natural SEO, help humanize your brand, and ultimately influence purchase.

Learn more about influencer marketing and start your own campaign through our own influencer marketing platform, Find You Influenc

e.

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