Earning the trust of the target audience is a top priority for any business. But making bold claims yourself won’t cut it, and even the happiest current customers can only spread your message to so many people. In this article, you’ll learn how to select and measure influencer marketing KPIs.
Because of that, influencer marketing has become an integral part of any comprehensive marketing strategy. By partnering up with prominent Instagram influencers, you can get your brand, your products, and your messages in front of thousands of people who are likely to be interested.
What’s more, the authority and trust that the influencer has built mean that the claims they make will be met not with skepticism but with enthusiasm, which can lead to a massive boost in sales.
But because running influencer marketing campaigns can be expensive, savvy companies must make sure that they’re gathering data to improve the future.
To help you with that, let’s look at some of the most important Key Performance Indicators (KPIs) you should use and how to measure them.
Traffic To Select and Measure Influencer Marketing KPIs
The way that a typical influencer marketing campaign goes is relatively consistent. You find the right person to work with, figure out the goals and the strategy for reaching them, and then the influencer publishes the post about your products or company.
After that, you can sit back and look at the traffic that starts coming into your site.
This traffic is the first signal that can provide you insights into the campaign’s performance. After all, if few people are clicking through, that can be an immediate indicator that something went wrong.
Sure, any campaign’s ultimate goal is to make more sales (at least usually), but whether the sales numbers are good might not become apparent immediately. Sometimes, sales might not be the primary goal when traffic KPIs become even more critical.
To set up tracking for the traffic, you can use a unique link to tag each person coming to your site. No matter what action people might take after they reach the landing page, you will at least know whether they were interested enough to click through.
If something goes wrong and the campaign doesn’t deliver the expected results, you can look at traffic vs. conversions data and get a better idea of what you need to improve.
If many people came to your site but didn’t do anything, that means that the audience targeting and influencer fit might have been good, but your landing page choices didn’t align with their expectations.
Meanwhile, if the traffic was low from the start, the problem was either with the post’s contents or the influencer’s audience was not a good fit.
No matter how you look at, measuring the conversion rate is an essential part of any marketing campaign. The single most important metric tells you how much revenue the campaign generated compared to how many new visitors the offer attracted.
Since influencer marketing often revolves around boosting sales, having a way to measure how successful the campaign was should be your top priority.
And the good news is, figuring out exactly how many sales resulted from the influencer and not other marketing channels can be done pretty easily.
One way to do that is to compare the sales before the campaign. During the campaign and after the campaign. Looking at how they work and what kind of impact did the influencer manage to have.
Another method is to use a trackable link to tell you exactly how many people came from the post and how many bought. You could even attach the campaign to a special promotion. Either with the help of a unique link. Or with a promo code that the visitors have to put in themselves.
Even though sales are the most common goal of influencer marketing campaigns, it’s not the only one you might want to try out, for instance. If you want to encourage signups for your newsletter, you can measure how many visitors end up becoming subscribers.
Social Media Growth
Influencer marketing relies on promoting your products through the social media profiles of prominent figures in your field. So, while the primary goal of many campaigns might be to make more sales. That’s not the only thing that you can expect.
Increasing your presence on a social media platform can also be an excellent side achievement. Or even a primary goal, so it’s crucial to track it accordingly. So, a good way to select and measure influencer marketing KPIs
Before you launch an influencer campaign, you will want to carefully evaluate how your presence on a social media platform could impact your growth potential. When choosing an influencer to work with, it could even be one of the primary deciding factors. As knowing where your audience is more likely to hang out and respond is an essential piece of the puzzle.
Sometimes, even the main goal of the entire campaign can center around growing your social media presence. Having a broader reach on a platform can mean that you can run more effective promotions yourself. In addition, interact with your audience directly, and gain insights about what they care about.
To evaluate your social media growth after an influencer campaign. You should measure your presence on various platforms in terms of followers. During and after the campaign, you should be able to identify trends and spikes that show you. How many new followers you were able to attain.
Engagement To Select and Measure Influencer Marketing KPIs
When running marketing campaigns on social media. There are many different metrics and KPIs you should focus on. Because people have multiple opportunities to interact with you and your brand.
We already discussed the importance of tracking your social media growth. But you must also look at how people engaged with your posts, pages, and responses. So, a good way to select and measure influencer marketing KPIs
The number of likes that the post receives is an excellent indicator of how the campaign is going. As it helps understand whether people like the content and can push the post higher. In the feeds of your target audience.
If people are also actively sharing what you post. That means they find the information valuable and are also actively spreading your message themselves.
When people leave comments, sharing positive or negative feedback. So, by asking questions, you can use that as an opportunity to interact, showcasing your brand voice.
In the end, all of these can be very significant KPIs. That allow you to gain a broader understanding of what works and what doesn’t. Which is the type of data that can produce the best insights you can use in the future.
Influencer marketing is one of the most powerful marketing strategies today. But to achieve good results consistently, you must measure your performance using multiple KPIs.
By tracking the traffic, your posts generate conversions. As well as various social signals, you can gain a solid overall understanding. So, know exactly which parts of the campaign are working and which need to be adjusted.