Ensuring Effective Influencer Marketing

StreamFluence
Jul 21, 2017 · 3 min read

There’s a lot of trust that goes into marketing. Not only do advertisers need to trust their influencers to deliver their message appropriately, but they need to guarantee a return on investment (ROI). Unfortunately, ROI comes in many forms and isn’t always obvious. With just a little planning, influencer marketing creates lasting impressions with an audience and generates trackable ROI.

Two-Way Advertising

Influencers rarely have a single source of income. They rely on advertising themselves just as much as their sponsors rely on them. Working cooperatively with an influencer, by broadcasting them on the company’s social media for example, gives both parties twice the potential audience. Placing content creation exclusively on the influencer will still reach their audience, but won’t touch the majority of the brand’s pre-existing audience. The incoming audience makes this all the more important by joining on going discussions with the brand’s existing audience.

Cooperative marketing also has financial benefits. A brand may reuse assets from their marketing campaign modularly across multiple platforms and advertisements. These assets can be visual motifs, or musical cues, or anything that complements the influencer. Having brand-made assets for an influencer speeds up an advertisement’s release date and allows it to be used by multiple influencers at little extra cost to the brand. Most successful brand’s adhere to a common style. Providing assets for influencers helps maintain that style and gives the influencer a template with which they can interject their own style without going against the company’s branding.

Building Upon Success

Once a product or service is endorsed by an influencer, that endorsement will continue to receive views until the content is taken down. New views on older content will diminish over time, but multiple endorsements by the same influencers can form a connective thread between content that makes the product or service a lasting part of the viewership’s memory. Forming a good relationship between a brand and influencers also goes a long way towards creating a genuine attraction from an audience.

Creating a lasting impression on an audience is the root of brand loyalty. Continued endorsement by an influencer joins together their audience with the brand’s customer base. As long as that loyalty is maintained, brands can use long-term influencer marketing to incorporate multiple demographics into their customer base. Loyal audiences are more likely to engage in positive discussions about brands and create fan content organically.

Using Sales to Measure ROI

The benefits of influencer marketing are numerous but how can a company quantify the effects of that influence? Measuring changes in overall sales can be misleading, especially if multiple campaigns are running at the same time. The trick here is to give an influencer’s audience a goal. Giving the audience a sale associated with a code or link provided by the influencer provides real time tracking on the effectiveness of their endorsement. Goals also create a sense of urgency that hook more sales than just trying to persuade an audience directly. Keep in mind that this form of tracking will not measure re-views of older endorsements.

If you enjoyed this content and want more go to http://www.streamfluence.io/

If you’re interested in influencer marketing, influencer reliability, or measuring the effects of marketing campaigns and want, feel free to email services@streamfluence.io to talk with the Streamfluence Team or email our CEO directly here:

https://www.linkedin.com/in/clayton-mamele-992b58106/

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StreamFluence
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