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Make your influencer marketing activity more accessible & measurable

By Clan Team

We all can agree that social media has become an integral part of our lives, whether we like it or not. And with various social media platforms gaining popularity, they have also become a pivotal way for brands to reach the masses.

We all can agree that social media has become an integral part of our lives, whether we like it or not. And with various social media platforms gaining popularity, they have also become a pivotal way for brands to reach the masses.

Also, consumers have started rejecting standard advertising tactics & moving to social media for information, hence making influencer marketing the new saviour for businesses. With influencer marketing gaining momentum, it becomes imperative for businesses to form a strategic & measurable plan.

So, let’s start by understanding what influencer marketing is & how you can make it more accessible and quantifiable for your business.

What is Influencer Marketing?

When key leaders of society like well-known personalities or celebrities are used for marketing products to the public, it’s called influencer marketing. Simply put, when rather than marketing directly to the masses, you instead inspire & influence them using influencers & key leaders to get the word out.

Influencer marketing, in recent times, is closely associated with social media marketing & content marketing. These influencer based campaigns require the chosen key leaders to spread the word using their personal channels on social media, where they create content & influence their followers. And even though social media marketing fits inside the scope of influencer marketing, they are not synonymous.

The next step is understanding how you can build an effective influencer marketing strategy. This whole process includes 3 major steps i.e. defining your marketing objectives, leveraging influencers to achieve those goals & measuring performance through KPIs against the set goals.

Step 1: Defining Your Marketing Objectives

Defining the objectives of the campaign should always be the first step for successfully running any influencer campaign. They not only set a path for your campaign but also determine your overall strategy. Your objectives might vary depending on what you want to achieve from your influencer marketing campaign and having a clear set of goals would help you do the same.

We can broadly categorize marketing goals into three parts, as jotted down below:

  • Increasing Brand Awareness & Reaching New Target Audience
    This is one of the most popular ways of brands to reach out to new audience & spread the word about their brand & product. This is why businesses collaborate with influencers of the same field so that they don’t have to put extra effort into identifying the correct audience.
    This might become one of your goals & by identifying the right influencers can help you succeed. Most of the brands usually weigh their options based on the number of followers their chosen influencers have, but the sheer number of followers they have, should not always be the criteria for measuring how effective they will be but the type of content they put out & how well their followers engage with their content is more important.

    Which bring us to our second point

  • Engaging & Retaining Customers
    We all spend around 2 to 3 hours every day, scrolling through social media. This is the reason why brands & businesses utilize online platforms to engage with their potential customers because we’re already there.
    And putting their favourite role model in the mix, just does the trick. Influencers can play a crucial role in getting the word out, getting feedback and forming a public image for your products. So engaging with your target audience becomes relatively easier.

  • Generating Leads & Driving Conversions
    When you engage customers, you sort of form a bond with them. Over time a trust is established & potential customers turn into loyal ones. So in a way, all these parameters are interlinked but can also be worked upon individually. So once, you’ve established your brand with your niche audience via the chosen influencer, you can start leveraging that to drive them to your website, or push app installs, sign-ups & in return drive sales.

    Once you’ve clearly defined your goals, then you can move on to the next step to further your influencer marketing activity.

Step 2: Leveraging Influencers for Achieving Your Goals

After defining your objectives the next step is to identify your relevant influencers who can associate with to achieve those goals. You can use several influencer search tools to identify the right ones for your niche.
After the selection process, you can start reaching out to establish relationships & get collaborating for the influencers to post relevant content. You can choose between product reviews, brand mentions, contents, polls, tutorials, give-aways etc.

Step 3: Measuring Performance through KPIs against the set goals

The next step is perhaps the most important step to actually evaluate whether your efforts paid off against your set goals or if you need to rethink them. For you to make that assessment, you’d need quantifiable & measurable metrics. Lucky for you ClanConnect gives you access to 30+ metrics to gain valuable insights into your set goals so that you can make the right decisions.

Let’s see some of the key influencer marketing metrics that you can apply to your campaign:

  1. To measure brand awareness & reach you can assess the number of views or impressions
  2. To measure engagement & retention you can measure the number of likes, comments & shares your post got
  3. To measure leads & conversions you can analyze the amount of traffic on your website, the number of sale or sign-ups

Running an influencer marketing campaign may take some trial & error but once you’re definitive about your objectives, you’ll gain an unmatched clarity and that would lead to your ultimate success. The simplest way to connect with the right influencers & gaining worthwhile insights into the numbers is through ClanConnect. Try it for yourself & see the difference.