Why is it important to measure your social media campaigns?
September 29, 2017
With influencer marketing trending in recent days, this section of the article will delve into the importance of analyzing the results of an influencer campaign in social media platforms.
Establish a Reach
The main motto of any branding campaign is to bring awareness about the product to as many users as possible on the social media platforms using innovative ideas. Reach in this context, can be defined as an essential element which is defined as an extent to which a brand message has reached the audience. This reach is an important ROI (Return on Investment) factor which will determine the sales.
What are the essential factors for measuring Reach in influencer marketing?
Followers: Factor determining the number of fans/ followers an influencer has. A marketer while choosing an influencer for his brand must ensure that the influencer is an expert in his respective domain of expertise and has a considerable number of people following him.
Impressions: A powerful influencer has immense potential to promote the brand by frequent usage of the product in front of the audience. The repeated occurrence of the brand will help the audience to perceive the brand better. Feedbacks and opinions from an influencer may help to bring a self-confidence about the usage of the product.
Traffic: Every marketer dreams of maximizing the sales of the products through increased traffic to his website. With proper digital marketing strategy, the influencers can be used to divert the attention of the users to purchase the product. Innovative contests, Surveys, videos, and photos can help a product to attain better visibility among the prospective customers.
Engage and Measure the reach
Once a marketer has reached the right demographics of the audience, it is important to retain their attention. Influencer engagement helps to foresee the brand loyalty among the audience and helps to predict long-term financial returns of this investment.
What are the essential factors for measuring engagements in influencer marketing?
Clicks: Any interesting information about the product increases the number of clicks. It is therefore essential to build curiosity among the audience and generate innovative campaigns to increase the interest level among the customers
Likes: It is not possible to please everybody with the same content. However, efforts can be taken by the marketers to make the blogs/ contests interesting. Increased likes not only helps in spreading the interest but also improvises the ranking of the articles in various social media platforms. This aids to improve the overall brand presence of a product.
Shares/ Recommendations: When some information goes viral on the internet, the whole world is talking about it. Likewise, increased shares and recommendations help in spreading a positive word of mouth about the product/ services which converts a cold customer into a warm customer.
Once reached and established, the marketer must learn to grow his target audience and decide the overall demographics. A powerful influencer will know his audience, create impressions and makes efforts to last those impressions. It is critical to keep measuring the impact of influencer marketing on the target audience as it helps to change the strategies and improve sales.
Report and Analyze
Aiming to increase the overall sales, every marketer must measure the impact of influencer marketing in all social media platforms. Reporting provides a clear visibility of campaign performance of the product in all social networks and helps to restructure the strategy. By analyzing which platform is best suited for various brand campaigns, marketers can harness the new features of each platform for desired results. Eg: A brand wishing to promote its presence through blogs can strategize to reach audience better through Facebook/Quora when compared to Twitter. While a campaign having powerful graphics images can appeal the users in Instagram better than in Facebook.
Hence by clearly defining the objectives of each campaign, selecting the correct platform and choosing the right influencer any influencer marketing can be a hit among the prospective online customers.
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