Influencer marketing is a great way to bring in the customers and drive traffic to your company’s social media accounts and website. More brands are tying up with influencers to promote their products, and they are seeing positive results. This type of marketing is growing and evolving, which means there is always room for learning and new trends to be on the lookout for.
SproutSocial came up with a list of top trends in the field of influencer marketing. Lets take a deeper look at some of them.
We can be your Digital Marketing team...
THINK BEYOND INSTAGRAM
Social media celebrities are all over Instagram. You can identify them by looking for large numbers of ‘followers’, regular posting of well-curated content, and constant engagement with their audience. It would be easy to assume all the influencers are on Instagram; after all, 87.1% of influencers said it is their favourite platform (source: Influencer MarketingHub). However, that is not the case.
Don’t ignore sites like YouTube, Facebook, Pinterest and Twitter. According to the same source cited above, 8.5% of influencers use YouTube, and 2.4% use Facebook. Yes, the numbers are less and the followers fewer. But, if your target audience is more prone to visit these social media sites, a well-placed recommendation by a trusted influencer will carry more weight. Interacting with a smaller but more engaged audience will bring in greater ROI.
It’s cool and hip to tie up with a celebrity influencer and have them promote your products through authentic and interesting content. You need to ask yourself though, is all that effort translating into more business for your company? How do you go about measuring return on investment for this type of marketing?
UTM (Urchin Tracking Modules) parameters used with Google Analytics can give you insight into the engagement the content is having with regard to your target audience. A branded hashtag that is unique to your marketing campaign can be monitored to measure engagement. You can have influencers and challengers use it, such as the #IceBucketChallenge that came out a while ago to raise awareness on ALS. By tracking the hashtag metrics, you can get insight into how well the campaign is doing.
One of the best ways to measure ROI is in terms of sales. When you use multiple influencers to reach a wider audience, give them a coupon code they can share with their followers. You can see which influencer is bringing in the most customers based on how many times a particular promo or coupon code is used. This way you can also gain insight into what the influencer is doing different from the others, to bring in more sales.
TOOLS FOR INFLUENCER MARKETING
As influencer marketing is gaining ground and becoming popular, tools are being developed to increase the efficiency and make the tasks involved easier. Platforms and tools are available for everything from finding the right influencer and keeping track of what the influencer is hosting about your brand, to monitoring how well the campaign is doing.
Upfluence, not only helps you find influencers to suit your company’s needs, it also allows you to get an analysis on the campaigns they conduct on behalf of your brand. With BuzzSumo, you can find, engage and analyse influencers, see what influencers are sharing, and maintain the brand outreach with them. There are even good platforms for B2B influencer marketing such as Little Bird, which can quickly analyse historical data and find influencers on Twitter as per your need, and HARO, which connects you with experts in a particular field based on your requirements.
Plenty of tools are available both free and paid to help you with your influencer marketing campaigns. It is all about finding the right fit for your business.
Topics: Influencer Marketing