Stories That Matter: How to Choose an Influencer Marketing Company

Colleen Vaughan

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This is Part Eight in a blog series for the How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.  

All influencer marketing companies are not created equal. Is that a biased statement? Certainly. But with a new influencer company popping up (what feels like) everyday, it’s important for brands to have some clarity and direction when it comes to choosing the right one. With seven years under our belt, here are some questions that come up over and over again.

  • Can the brand execute both brand and shopper marketing campaigns?

Most marketers and brands look to impact purchase decisions. Hiring a company with no knowledge of shopper marketing can result in less than impactful results. Influencer marketing can be an excellent strategy for amplifying and even be the linchpin for determining a brand campaign’s success.

  • What is the company’s community/network selection criterion?

Ask to see the criteria for selecting influencers. A side-by-side comparison will give you valuable insights.

  • How sophisticated is the company in selecting influencers with multi-platform content?

There are influencer companies that singularly focus on one social channel. Multi-platform campaigns provide better results and can be instrumental in bringing in new audiences for a brand/retailer.

  • Can the company provide you metrics beyond impressions?

Impressions are fine for certain types of campaigns, but what you really want to know is if the content you’re paying for is being consumed. Engagement metrics like social actions, click through rates, time spent on content, etc., all show behavior taken as a result of consuming the content.

  • Is the company using self-reported numbers or verifying actual pageviews and social actions?

There are so many influencer companies who rely on self-reported numbers from their influencers. We are in a data-driven world and you should be able to receive real-time data and verified numbers from any influencer company you choose to work with.

  • Does the company have the ability to target and the infrastructure to scale up or down?

The days of “spray and pray” are over. Today’s influencer marketers have options for geo-targeting and by lifestyle affinity, demographics, style of writing and so much more. Sophisticated targeting is a feature you should consider when selecting an influencer firm. Today you might want to execute a campaign with 10 influencers, but tomorrow you might want a national campaign with hundreds of influencers. Can the company you select handle any scenario?

We’ve been asked many more questions about the process and we answer them all in our new Whitepaper. Click here to download! Any other questions? Shoot us a message at info@collectivebias.com and we’ll be happy to answer.

Interested in learning more about modern marketing metrics? Click here to download our How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.

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