There are two key sides to influencer marketing. First of all, there’s what you see – the individual talking about, reviewing, wearing, drinking or having a wonderful time with a product, in front of their audience. But then there’s the other side that you either can’t see, or didn’t even know was there – but this too is absolutely crucial to the success of influencer marketing. Here’s how, and why:
Engagement Doesn’t Mean Results
Most likely (almost certainly!), you’ve dabbled in a good spot of social media marketing before thrusting yourself into the influencer marketing world. And again, you’ve probably experienced mixed results. So, when you see an influencer getting shed loads of likes, loves, and responses – they certainly look the right fit.
But be warned – most social media engagement is extremely passive. After all, how hard is it to put your thumb over the ‘Like’, and move swiftly on to the next post in their feed. Defined as ‘Slacktivism’ by Forbes, this sort of engagement is completely different to what you’re looking for – tangible results.
What Does This Look Like?
Thankfully, the data you need isn’t too far away. As long as your own analytics are in place, your website will tell you exactly how successful your chosen influencer has been in promoting your products or services. You’ll see visitors arriving directly, or taking up offers that are unique to people who’ve seen your influencer at work.
However, even before you agree to partner with an influencer, their results will speak for themselves. If an influencer wants to point you towards the number of followers they have, or post engagements, do be wary.
How Else Can I Access This Data?
This is a tricky one, and may require some expert advice. Companies like influencer marketing agency Socially Powerful specialise in analysing a wide range of crucial metrics. This includes not only the performance of the influencers themselves, but also how their audience is responding – and crucially how much of their following is genuine. If you’ve ever considered buying social media followers, you’ll know how easy this is to fake!
Whether you use a marketing agency or not, though, there will be a little work required at your end too. Alongside Google Analytics, which we’ve already mentioned, you may need to set up landing pages, or send affiliate links to your influencer. These are both excellent ways of determining your ROI.
Looking Further Beyond
Finally, it’s well worth reminding you again exactly what an influencer does. That’s right – they persuade you to take an action. So, if you find yourself suddenly drawn to someone who just looks like the spot-on, ideal fit for you – don’t forget about the data.
It’s not that influencers aren’t trustworthy – if anything, their entire, albeit brand new industry is built on trust! But their job is to persuade people, almost without them noticing, that what they say is what you should do. Make sure they’re the real deal first, by taking some time to check out the key data, and decipher whether it goes hand in hand with your business’ goals.