Influence. As we fast approach 2019, influencer marketing continues to grow as a means for tapping into business growth and explosive brand exposure. Basically, the influencer marketplace is becoming diluted and brands need to find a competitive edge to tap into the reach, trust, and influence of these individuals. Success is in the data. Data aids performance at every stage of an influencer campaign: Research – Collating multi-channel data about potential influencers across social media, blogs, websites, SEO, and more to determines the best influencers for your campaign. Optimization – Consolidating all of your data from before, during, and after the campaign to iterate and optimize for next time. The problem with influencer marketing data As important as data tracking is when it comes to influencer campaigns, the available technology solutions on the market are largely underwhelming. Luckily, there is some hope… A top-tier influencer-data platform with reasonable pricing Given the explosion of influencer marketing software in recent years, I’ve had the opportunity to test and review a number of platforms. Recently, I came across a platform called GroupHigh. The influencer space is becoming increasingly competitive and the brands who succeed are the ones that rely on data – not intuition – to optimize and improve.
Trust.
Reach.
Influence.
These are the three most powerful characteristics of what we label “influencers” in today’s digital world.
As we fast approach 2019, influencer marketing continues to grow as a means for tapping into business growth and explosive brand exposure.
The truth is: consumers will always want to hear recommendations from people they trust and idolize – their influencers. Meaning that the trend of influencer marketing is unlikely to slow down any time soon.
Unfortunately, influencer marketing as we know it is changing…
The game is changing
It’s no longer as simple as the distribution of a few free products to a group of successful Instagrammers. That doesn’t cut it anymore.
Why?
- Influencers are inundated with requests to promote brands, so a free product doesn’t help you stand out.
- Consumers are immune to obvious product endorsements and they are filtering them out like banner ads.
Basically, the influencer marketplace is becoming diluted and brands need to find a competitive edge to tap into the reach, trust, and influence of these individuals.
Too many brands are persisting with a hit and hope approach to influencer marketing that is backed by intuition rather than metrics and optimization. This gap is why your campaigns are falling flat and will continue to do so in 2019 unless you make a change.
What is the one thing that will change everything?
The influencer success equation is simple and it’s no different to any other marketing equation we’ve ever seen before.
Success is in the data.
The best influencer campaigns plan, track, execute, optimize, and iterate based on important campaign analytics. They leverage data and technology to make smart choices and invest accordingly.
Data aids performance at every stage of an influencer campaign:
- Research – Collating multi-channel data about potential influencers across social media, blogs, websites, SEO, and more to determines the best influencers for your campaign.
- Execution – Tracking influencer message open rates, responses, and conversions will help improve your outreach process.
- Reflection – Analyzing post…
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