Influencer Marketing Goals - Know What Your Brand Needs to Focus on Right Now
Every successful marketing campaign starts with a defined goal. The same goes for influencer marketing. Whether it’s to raise brand awareness, increase sales, or even to promote a new product, you need to have a proper goal in place for your campaign. This article talks about some of the most popular and important influencer marketing goals that your brand should focus on.
Influencer marketing is not a new concept, it’s just gotten more popular over the past few years. Earlier, brands use to hire celebrities to promote their products and services through print and television Today, with the increasing use of social media, brands are looking for ways to promote their product on social media platforms.
There are many tools and platforms that can help you to design and track your influencer marketing campaigns. But before you even know what to track, you need to clearly define what goals you want to work towards.
If you are confused about what goals to choose, check out the following important goals that you might want to focus on:
1. Increased Engagement
One of the best indicators to measure the success of your influencer marketing campaign is the change in your engagement rate. An increase in engagement rate indicates that people are taking notice of your brand and are interested in what you have to say. And the more they engage with your brand, the more likely they are to eventually convert.
Your engagement rate is directly related to your customers’ trust and brand loyalty. Your influencer marketing campaign will gain more engagement if your influencer is more credible and authentic.
To measure the influencer engagement rates for your campaign, you need to track the following metrics:
Reactions – Facebook allows users to show their sentiments by reacting on the post using different emoticons.
Comments – If the content posted by your influencers is getting a lot of comments, it’s likely that the audience is liking the content.
Likes - A high number of likes on Facebook and Twitter and loves on Instagram indicate that your audience likes the content.
Shares - If the influencers’ content is shared or retweeted many times, it indicates that the content is of high quality. If a user is sharing the content with their network, it means they are recommending your services or products to their friends.
Clicks – If you want to figure out the interest level of your audience towards your brand then measure the number of clicks on your link.
For example, Olay beauty brand, teamed up with nine female influencers from different backgrounds. The aim was to increase brand awareness and build a connection with their audiences.
The brand wanted to motivate women of any skin color to appreciate and love their real and inner beauty. The brand used the hashtag #faceanything for the campaign.
And as a result of this campaign, the brand was able to gain an engagement rate of more than 8%.
Image Source - Instagram
2. Brand Awareness
For any brand, increasing awareness is one of the most important objectives. The more people recognize your brand, the bigger you’ll grow. That’s because the more recognition you get, the more likely you are to attract potential customers and win their trust. So brand awareness should be one of the goals of your influencer marketing campaign.
To increase your brand awareness, you need to increase your brand mentions, shares, and followers. You’ll also need to measure the reach of your campaign to see just how close you are to achieving your goal.
Here are a few tactics to help raise brand awareness with influencer marketing:
Ask for Product Reviews
Ask your influencer to write an honest and authentic review of your product and share it with their followers. The content will mention your brand's services or products. But you need to ensure that the content or post isn’t too salesy.
For example, gadget guru, Lewis Hilsenteger, has more than 10 million subscribers on his YouTube channel, Unbox Therapy. He shared his expert insights and opinions on the latest mobile phone from OnePlus, the OnePlus 6. Till date, the video has garnered nearly 7 million views.
Image Source - YouTube
Organize Giveaways or Contests
To increase brand awareness, you can try conducting giveaways. Team up with influencers and ask them to organize a contest or giveaway for their followers.
When done correctly, it will expose your brand to new audiences and increase brand awareness. Since people have a chance of getting something in return, they’ll be more likely to take action and help spread the news about your brand.
For example, a kid’s brand called Chicken NY collaborated with successful mom influencer, Katie Stauffer. The brand wanted to raise awareness about their products among the audiences.
So Katie organized a giveaway contest and the rules were very clear and well explained. This is an effective strategy, for both the brand and the influencer, to increase their followings.
Image Source - Instagram
3. Traffic Generation
You can also aim to generate organic traffic to your website or a specific landing page. Influencers sharing the link on social media or on their blogs can drive traffic to your site. It’s an indicator that more people are learning about you and developing an interest in your products.
To get continuous traffic to your website, you need to ask your influencers to create engaging and exciting content.
Here are a few ideas:
Guest Posts – You can consider writing a guest post for an influencer’s website with high domain authority. In the content, you can link to your own website where relevant.
Blog Post – You can team up with relevant bloggers and ask them to produce amazing content mentioning your brand. The links will help you increase visibility and generate organic traffic.
Sponsored Social Media Content – To increase organic traffic to your website, its best to partner with a relevant and authentic influencer. You can ask them to create an engaging, high-quality post linking back to your website.
For example, food company, Klean Plate, successfully grew their organic traffic by 204% in just four months. They made sure to create interesting and attention-grabbing content by collaborating with food bloggers, fitness experts, and mom bloggers.
Image Source - Instagram
These are some of the most important goals that you should consider for your influencer marketing campaigns. Finalize a definite goal after considering your overall organizational goals and how influencers can help you achieve them.
If You have other goals in mind or any questions about the points above, please share them in the comments below.