Measure or die. That’s how clear we have beenat Influencity when it comes to establishing an influencer marketing strategy. Although ROI (Return on Investment) is difficult to extract in online marketing and, above all, in this field, there are indicators and tools that allow you to know the impact of a campaign.
It is important to clarify the objectives
KPIs before starting an influencer marketing campaign so that, gambling data usa when it is finished, the measurement is easier and more accurate. The goal is not the same as gaining notoriety as achieving more sales. In addition, the target must be defined , since it is who we are really addressing. An action with a very influential person is useless if it is not directed to our audience. Therefore, choosing the right influencer and the corresponding channel are key to carrying out a good measurement afterwards.
Regardless of whether the influencer marketing campaign is to launch a product or service, promote a brand or promote an event, the following must be assessed regarding the influencer:
- The quality of what you share
- Interaction and conversation with your audience
- The frequency with which you post
- The volume of followers
These are the main aspects
Once the campaign is over, it’s time to measure, and we know that it’s not easy. For example, the visibility that an influencer gives to a brand does not appear in Google Analytics, how did our earth’s atmosphere come into being? which is the main tool for measuring traffic to the website. During the campaign, the arrival of unique users may be high, but the trickle may continue because a person has seen what the influencer published weeks later. And this does not appear in the metrics.
In any case, with all the tools that exist, it can be measured. And it must be done in accordance with our objectives:
- Number of clicks on the URL with Google Analytics, as we have discussed, or with bit.ly.
- Number of impacts and reach based on the marketing campaign measurement of the hashtag withPirendoeitherFollow the HashtagMeasuring RTs, DMs, facebook users mentions and comments on all social networks is very important to know the engagement.
- Number of blog posts .
- Number of authority links , such as media outlets.
- Number of conversions , such as purchases or registrations.
Also, as it saysVilma Nunez
“quantitative metrics are crucial, but qualitative ones are more interesting ”. Knowing the feeling of the interactions with the action carried out by the influencer, the feedback and the interest shown by the audience help a lot to determine the success of the campaign and to deepen the engagement generated.
