Evaluate influencer metrics to sell

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2021, 2:10 AM UTC

Placing calls-to-action (CTAs) on appropriate webpages can help marketers boost influencer marketing efforts.

Though metrics like impressions, reach, and shares provide insights into campaigns, to scale marketing efforts brands must measure influencer marketing’s impact. Analyse how influencer activities affect engagement rates, reach, and impressions to measure the brand lift from influencer marketing efforts.

Tracking traffic from influencer promoted landing pages, specific webpages, and site activities like bounce rates is recommended to evaluate the campaign’s performance. Reading comments received on influencer content across social platforms can help brands understand how consumers perceive brand content and adjust topics accordingly.

Measuring the share of voice, which is the total number of brand mentions, can help marketers assess one brand’s mentions against competitors’, and elicit genuine mentions with influencers to drive sales. Create vouchers, tutorials, testimonials and more targeting influencer’s audiences to improve reach.

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