So how does this apply to influencers? For those who aren’t familiar, influencers are those people with thousands of followers in any sense. Celebrities are one example, and they are used to sell individual brands on television commercials. Some even take to Instagram to sell a product, but most brands are finding that’s it’s simply too costly to hire a celebrity. When even those are too expensive, there are also micro-influencers, which have a smaller number of fans along the lines of hundreds to a couple thousand.
There is a common problem coming up for those that use influencers to get the word out. Despite it’s growing popularity, there’s simply no way to tell if they are making you any money. There needs to be some form of concrete evidence that using an influencer is working. Here are a few ways to help you figure that out.
Marketing Analytics for Influencers
To help keep track of influencers and what difference they are making for you, it’s time to get down to the fine details. When they make a post about your product, they include the link. Using Google Analytics and setting particular UTM parameters in regards to the link will help you find out how many times the link on their page is being pressed. This will connect the information on the link directly to your Google Analytics account. If you have multiple influencers on your team, you can analyze which ones are generating the most website visits, and then translate that to money. Another common, but more time consuming, the option is to give each influencer a certain number of codes. Each code will be assigned to an influencer, and each will get a different code, allowing you to keep track of which influencer is making you money.
Influencers and Content Management
When you get to the point that you have multiple influencers on your team, it’s important to start using them efficiently. Having all of them advertising the same content might not be using them to their full potential. Instead, setting up a system to give assignments is one way to make sure that you’re spreading good content that aligns with your company values. While some may use a blog to post instructions, if you’re handy with web pages at all you can design your system and set up ways to communicate with your influencers, such as Skype. Adding that communication and posting the content assignments means that you are doing less work, and your products are getting out there. You can also include how you want them to post about your product – do you want photos or a video of them using a free sample? These things may influence someone, even more, to try your product when they see it works for someone else.
It’s important that you keep the contacts you had in the past and meld them with the influencers you currently have. Using something as easy as email allows you to spread the word, and ask who wants to be included in future products. It also lets you get them excited about future goods and / or work that will be coming up for them! Even trying live video chats or webinars allows you to let new people that align with what you’re doing find you on their own. It makes it easy for your contacts to spread the word, and get more people involved. To do that, you have to put yourself out there and get them want to be a part of your team.
The Future for Influencers
There are research experts already working on ways to make a product that allows you to keep track of your influencers systematically. As new applications emerge and modern applications add on to their current services, it’ll be important to keep up with your social base and use your influencer in the best possible way by staying ahead of big advances.