3 ways to take your influencer marketing campaigns to the next-level
Influencer marketing continues to surge in growth with 93% of marketers ranking it as a high-value customer acquisition strategy. Despite its growth, marketers find it increasingly difficult to understand the ROI of any influencer campaign.
Yes, there is an immediate lift in traffic; however, proper attribution and conversion tracking remain a no-man’s-land for those leveraging influencers.
While calculating ROI is challenging, so is streamlining the path to purchase for products being featured within influencer campaigns.
Marketers also face uncontrollable hurdles when moving a consumer from discovery to purchase due to prohibitive e-commerce platforms like BigCommerce, Salesforce Commerce Cloud, Shopify and WooCommerce.
Typically, shoppers will engage with an influencers product post on social media, but then are distracted by the number of call-to-action, links and opt-outs when redirected to a brands website.
Additionally, mobile sites are simply “responsive” desktop sites that provide a functional but not optimal experience for shoppers. Resulting in product page, cart or checkout abandonment when a shopper’s trying to purchase the product they just saw featured within your influencer campaign.
Lastly, due to a lack of data, it is hard for marketers to prioritize which influencers work best for their products and most importantly, audience. In recent years, even large brands like Pepsi have experienced tremendous backlash for their selection of influencers. While large brands can recover, backlash for small to medium sized brands can be catastrophic.
To recap, influencer marketing is a massive opportunity for marketers if done correctly. Moreover, “correctly” is not just about marketing but creating an ecosystem that includes technology to maximize a campaigns success.
Here are three ways that we use Elliot to enable marketers to tackle known issues and take their influencer campaigns to the next-level:
Value beyond just impression
Every marketer knows that influencer campaigns result in a tremendous amount of brand awareness. While site traffic spikes in Google Analytics are great, marketers are still without a solution that can concretely attribute conversions to influencer campaigns. Moreover, tracking how inbound moves across channels after first-visit is an attribution nightmare.
With Elliot, those issues are non-existent!
Using Elliot’s “campaign” feature, marketers can create unique, fully trackable checkout links for products. Similar to Bitly, Elliot’s links can be used anywhere but with an e-commerce infrastructure that allows a consumer to seamlessly checkout in one-tap through wallets such as Apple, Google and WeChat Pay.
Now marketers can see impression and view data, but also have the insight as to how an influencer campaign is converting. Moreover, performing across channels with multi-touch attribution spanning an ecosystem of advertising platforms.
The best part? Elliot’s links even work in-store through QR codes that shoppers use to ditch the lines via self-checkout.
Convert more from every influencer campaign
Unlike existing link providers, Elliot’s links send shoppers to a fully optimized checkout experience. This reduces abandonment and makes the transition from discovery to purchase fluid and seamless to shoppers.
Moreover, each Elliot checkout is fully localized to wherever your influencer campaign reaches. This means that whether your campaign generates traffic from 1 or 50 countries, each shopper will enter a checkout experience in their local currency, language and preferred shipping, and payment preferences.
This allows marketers to not just maximize existing campaigns, but also widen the demographic of influencers that they can engage with from a local to global-perspective.
Prioritize influencers based on your needs
The biggest thing to not lose sight of with influencer marketing is context. We have seen in recent years that influencer marketing campaigns can go bad, fast!
From Dolce and Gabbana to Kylie and Kendall Jenner, we’ve all read the stories. For larger brands, rebounding from this can be attainable but marketers at smaller brands must be conscious of backlash.
Aside from the sentiment, marketers have no way of prioritizing influencers based on analytics and data. Today, the “influencer scoreboard” is heavily weighted on followers, likes and shares, all of which have come under scrutiny due to the buying of “fake” engagement.
With Elliot, marketers can cut right through the “bs.”
Creating a scoreboard that is based on how influencers convert, not just engage. Aside from top-level metrics, Elliot provides marketers insights into AOV, LTV, ROAS and 20 other key metrics to quantify each of their influencer campaigns.
This means simple, clear and accurate data; data-driven marketing is now a real thing!
In conclusion, influencer marketing is a powerful way to promote and sell products. Moreover, it is not going anywhere, but marketers need to equip themselves with tools that provide them analytics, data and insights to make the right decisions when employing influencer strategies.
For more information on Elliot and how it can help take your influencer marketing to the next-level, visit us at https://elliot.store or via email at email@example.com.