Influencer Outreach continues to mystify a lot of marketers.
On one hand, it’s considered the number one marketing strategy for new customer acquisition. On the other, it’s considered unpredictable at best, unknown and costly at it’s worst.
Here’s the deal.
Influencer Outreach is here to stay. And when used appropriately this marketing strategy can drive engagement like no other (with the exception of video - but then again, someone has to be introduced to that video, right?)
So, what’s the difference between the brands who love Influencer Outreach and the brands who hate it?
The brands who love Influencer Outreach know how to measure the results and since they know how to measure, they have an easier time picking (and paying) for influencers that will actually drive engagement, traffic, and ultimately convert into paying customers.
That being said, what are the most effective ways to actually measure Influencer Outreach?
Here are our four easiest ways to effectively measure these campaigns in way that makes it simple to keep recreating influencer-generated sales and success. Keep in mind, when it comes to measuring ROI on Influencer Outreach campaigns, you’ll want to use more than one approach!
Creating unique hashtags for influencer campaigns that debut via Instagram and Twitter is a no-brainer way to track engagement and brand mentions that span beyond simple post reach. Catchy, creative hashtags make these stats easier to track. Consider investing in a tool like Hootsuite that automatically tallies mentions and hashtags, so your intern isn’t stuck counting brand mentions for two weeks straight.
Social to Website Activity
If the influencer campaign’s goal is to drive traffic to the website, you’ll want to pay attention to how many people are heading to your website from the social media posts. This can be done by using Google Analytics to track when people arrive at your site, how long they stay, what they’re doing once they get there and tracking any shares, clicks and conversions.
Remember, blog posts tend to get better reach over time (much like a fine wine!) so tracking the longevity of each post several months after the campaign has ended is a great way to measure those coveted long-tail benefits.
Unique Coupon/ Referral Codes
Perhaps the easiest ways to track the results of an influencer campaign is to create a unique coupon code specific to each blogger and influencer. This is a simple, standout way to clearly measure at checkout who converted from the campaign into a paying customer. The key to a coupon code’s success is to make the coupon too good of a deal to pass up on, with a clear call to action on how to use it!
Participation + Social Engagement
Just like measuring a homegrown social campaign, tracking individual likes, shares, comments and measuring each post’s individual engagement will give you a great idea on just how much new brand awareness the campaign generated.
These numbers are generally the highest, the most impressive and they act like the canary in the coal mine.
This means they give the most information on what content worked the best to engage the most people, so it can be easily duplicated for look-alike audiences and influencers.
The best part? Tracking engagement lets you track CPE, which points to the money spent per click, like, etc - and this allows you to measure how people are responding to your brand in general - not just the product.
Tell us about your latest influencer outreach campaign! What did you love about it? What would you like to improve? If you did measure the results, what did you find to work the best for you and were you happy with the ROI?