Setting Metrics for Influencer Marketing

March 2, 2017

Colleen Vaughan

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A major woe for brands diving into influencer marketing campaigns is a lack of understanding in measuring the success of these campaigns. Typically, the industry measures impressions and page views, but those metrics do not provide an accurate depiction of sales conversion. In reality, what determines the success of a campaign is tracking how well a campaign will do from the start, using rich engagement metrics that track total media value, earned vs. paid, organic social shares, and verified blog analytics.

Gartner Inc. defined three categories when setting metrics for influencer marketing. Let’s break these down.

Strategic Metrics

Description: Overarching business goals and desired outcomes

Sample Metrics: Revenue growth, brand heath, profitability, market share, customer acquisition, or lead generation

Marketing Metrics

Description: Measures of success based on marketing objectives

Sample Metrics: Awareness, engagement, audience growth, conversion or other desired actions (e.g. downloads)

Operational Metrics

Description: Program-level proxy metrics and cross-functional KPI’s

Sample Metrics: Number of influencers/posts, inbound links, referral traffic, SEO improvement or mentions, sentiment

Without strategy, there is no way for an influencer campaign to succeed. Each type of influencer  can play a role in a brand’s success but it takes careful planning, setting clear objectives, establishing a plan for each channel, and choosing the right influencers.

How do you start? Check out our new white paper, The Sweet Spot of Influence: Balancing Reach and Engagement in Influencer Marketing to determine which type of influencer is best for your brand and campaign needs. Your free copy is just a download away.

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