3 Things Brands Misunderstand When Choosing Influencers For Their Campaigns

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We get the privilege of being in the middle of both brands and influencers. We’re kind of like matchmakers. And as matchmakers, we like our suitors to know what they’re getting into.

 

The problem is we see a lot of brands misunderstanding what makes influencer marketing campaigns special—which is totally understandable. Brands have to worry about reporting numbers, making budget, etc. (we see a part 2 in our future: 3 things influencers misunderstand about brands).

 

It’s easy to bypass some of the details. But like in every good relationship, you’ve got to take the time to get to know what influencers have to offer if you want the relationship (or campaign) to be successful. So without further ado…

 

3 things brands misunderstand about influencers:

 

1. It’s not just about blog views
The special thing about influencer marketing is, well, influence. These bloggers aren’t only blogging. They’re tweeting, pinning, gramming and more. And if they’re running a campaign for your brand, they’re also sharing information about your brand on their favorite social platforms.

 

The point? If you’re trying to find the right influencers to launch your campaign, don’t only look at their blog views. You have to consider their total reach and social footprint. After all, sharing on social is what gives a campaign reach, shares and scale.

 

2. It’s not just about reach, either
Think you can just take number 1 and run? Not so fast. Remember, this is a relationship. You want an influencer who can really fall in love with your brand (or already has). So look for influencers that are compatible with your brand message and who have followers who would love your product.

 

The most successful influencer campaigns occur when the campaign fits into the influencer’s overall themes, style and messaging.

 

3. Blogging is a business, too
Just because bloggers often write about their personal lives does not mean that their blogs are considered a hobby. Influencers often have editorial calendars, marketing kits, brand guidelines and standard pricing.They’re organized, and they’re analyzing data.

 

Most importantly, an influencer has a personal brand that he/she takes very seriously.You’ve got to consider that when finding an influencer and pitching a campaign.

 

Instead of focusing on how the influencer can drive results for your brand, ask yourself what your brand can do for the influencer. We hate to go there again, but hey, in every good relationship there’s a little bit of give and take.

 

If you’re interested in influencer marketing but don’t know where to start, the best thing you can do is call an expert. We recommend  simply shooting us an email. We’ll set you up with an influencer marketing expert who will help you find the right influencer for your campaign.

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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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