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FOR BRANDS THAT ARE JUST STARTING TO DABBLE IN ONLINE MARKETING CAMPAIGNS, IT'S CRUCIAL TO UNDERSTAND HOW TO MEASURE SUCCESS METRICS. AFTER ALL, FINDING THE PERFECT CONTENT CREATOR AND PLANNING AN IMPACTFUL MARKETING STRATEGY ARE ONLY PART OF THE JOB. WHETHER YOU WANT TO LEARN ABOUT HASHTAG KPIS, AUDIENCE GROWTH, OR HOW TO TRACK CLICK-THROUGH RATES, READ ON TO LEARN HOW AND WHY TO TRACK influencer MARKETING KPIS.

Why is it so important to track the core metrics of influencer marketing

As with any marketing campaign, your team needs to know what they're doing right and where there's room for growth. Analyzing quantifiable data metrics can save you time and money, and identify issues that may affect your future influencer marketing strategy, including.

  • Should we continue to build a relationship with this influential online celebrity?
  • Did our campaign have a positive impact on our target audience?
  • What is the return on our investment?
  • Would other forms of marketing be more effective in terms of time, money and efficiency?
  • Are we meeting the goals of this impactful marketing campaign?
  • What adjustments should we make to our influencer marketing strategy?

Many analytics tools are available through social media platforms, but savvy brands know it pays to leverage third-party cross-channel marketing platforms.

These tools provide an end-to-end influencer marketing solution for everything from social listening and campaign management to content amplification and analytics, and can provide a one-stop middle-office for everything you need before, during and after a influencer campaign.

influencer MARKETING KPI METRICS TO TRACK

These tools provide an end-to-end influencer marketing solution for everything from social listening and campaign management to content amplification and analytics, and can provide a one-stop middle-office for everything you need before, during and after a influencer campaign.

Brand awareness Brand exposure

In the media-filled world of the Internet, it is not enough to simply make your company or brand famous. The concept of brand awareness goes beyond name recognition to measure consumer familiarity with your logo, images or the unique qualities of your products and services.

For the purpose of influencer marketing analytics, you can measure brand awareness through three metrics.

Audience growth Audience growth

Before and after your event, visit your influencer profile to calculate the number of "shared" followers. The difference will reflect the number of followers you have gained from your partnership.

Reach and impressions Coverage and exposure

Check the analytics of the number of followers you want to reach to estimate the number of views you will receive during the campaign (when a single user views your post). For the total number of unique users who have seen your post, please refer to the "Reach" data.

Hashtag and brand name mentions

Choose a fully functional marketing tool that will provide real-time tracking of your brand for mentions of your brand name and hashtag during the campaign. Both are good indicators that your campaign is working.

Social engagement Interaction rate

This is a very important metric; social engagement rate will tell you how many likes, comments and shares your campaign has received. If your reach or exposure is high, but your campaign engagement is low, it may indicate that the content of your influencer campaign may not resonate with your target audience.

Click-through rate

THIS METRIC, ABBREVIATED AS CTR, SHOULD BE VERY FAMILIAR TO YOU. YOUR CLICK-THROUGH RATE TELLS YOU THE PERCENTAGE OF YOUR POTENTIAL CUSTOMERS WHO CLICK ON A SPECIFIC LINK. IF YOU PLAN TO USE MULTIPLE INFLUENTIAL ONLINE KOLS IN A CAMPAIGN, ASSIGN EACH ONE A CUSTOM LINK TO TRACK INDIVIDUAL PERFORMANCE.

Click-through rates give you insight into the content's appeal, keyword phrasing, and ability to engage with the weblebrity's target audience. This can also provide you with experimental data showing the number of clicks brought by different weblebrities and content in relation to their respective exposures to better optimize your next weblebrity selection and content.

Referral traffic Jump traffic

Similar to click-through rates, referral traffic measures the number of people who land on your website, e-commerce store or landing page from other referral sources. In the case of an online marketing campaign, some people may visit your website or product without directly clicking on the link provided, but instead go to the homepage from another channel after getting brand information on social media.

Conversions Conversions

Let's be honest, sales are the ultimate goal for most brands. While not everyone who sees content will make an immediate purchase, an impactful marketing campaign can be a valuable tool in your long-term strategy.

WHILE YOUR KPIS SHOULD ABSOLUTELY INCLUDE SALES, DON'T MAKE THEM AN INDICATOR OF SHORT-TERM MARKETING SUCCESS. INSTEAD, THINK ABOUT THE MANY WAYS THAT INFLUENTIAL MARKETING CAMPAIGNS CAN PROVIDE VALUABLE CONVERSIONS THROUGH A VARIETY OF MARKETING APPROACHES, ACTIONS THAT MAY ALL ULTIMATELY LEAD TO SALES. THE LOGIC AND APPROACH TO TRACKING DATA ON ONLINE MARKETING CONVERSIONS IS ALSO ONE OF THE MOST IMPORTANT TASKS FOR MANY BRAND MARKETERS. FIRST OF ALL, THERE NEEDS TO BE RELIABLE AND REASONABLE INTERNAL DATA TRACKING AND ANALYSIS MODELS, SETTING UP TRACKING CODES, UTILIZING THIRD-PARTY TOOLS, BUILDING INTERNAL BI SYSTEMS, ETC., ALL OF WHICH WILL HELP MONITOR THE CONVERSIONS BROUGHT ABOUT BY DIFFERENT CAMPAIGNS AND influencer CHANNELS.

Of course, there are a number of influencer marketing actions that may help drive conversions, including downloading apps to get vouchers, white papers and case studies, watching tutorials or unboxing videos, requesting free samples, signing up for newsletters or adding reading reviews, etc.

IF YOUR BRAND'S PRODUCT OR SERVICE IS A GOOD MATCH FOR YOUR influencer AUDIENCE, YOU'RE HALFWAY THERE. IT HELPS TO FOCUS ON PROVIDING PROSPECTS WITH RICH CONTENT AND ACTIONABLE STEPS TO LEARN MORE, AS WELL AS MEASURING YOUR RESULTS AND GAINING INSIGHT INTO WHAT (AND HOW) TO IMPROVE IN YOUR NEXT CAMPAIGN. IF YOU USE THE ABOVE METRICS AS KPIS FOR YOUR influencer CAMPAIGNS, YOUR TEAM WILL BE CLOSER TO SOLVING THE MYSTERY OF HOW TO ACHIEVE YOUR BRAND'S GOALS.

ABOUT IZEA GLOBAL influencer MARKETING

IZEA Worldwide, Inc. ("IZEA") is a marketing technology company that provides software and professional services that enable brands to collaborate and transact with the full range of today's socially influential online KOLs and content creators. The company is a pioneer in the evolving commercialization of content, enabling self-publishers to create value through their content, creativity and influence. IZEA launched the industry's first influencer content marketing platform in 2006 and has since facilitated nearly 4 million transactions between online brand buyers and influencer content creators. Leading brands and agencies worldwide have partnered with IZEA to drive social media engagement rates, diversify brand voice, expand content production and drive measurable return on investment.

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