For every business, using influencers to spice up your social media can be a powerful way to get your name out. It creates virality with your product marketing, and an influencer should give you better exposure. It’s also essential to ensure that you consider data at every step of your influencer marketing
Influencer marketing is a powerful way to engage your audience, but this doesn’t mean you’re leaving data behind. Here are 5 ways data analytics can help boost your influencer marketing and make it more effective.
1. Use Analytics To Set Realistic Campaign Goals
Before executing your marketing campaign, it’s vital to set realistic goals that reflect the right results. Your campaign goal might increase sales, acquire new leads, or increase brand awareness. Regardless of the type of objective, you need to set your goals in your analytics platform.
The success of any campaign depends on setting specific goals. Defining your goals is the only way that you can determine the exact steps and actions needed to achieve them.
A data-driven approach to your marketing can give you a better insight into the right audience. Everything from their customer health score to their lifetime customer value and return on customer investment should help you pick the right influencer to partner with.
There are several ways to gather enough data to guide you with your influencer marketing. Demographics, for example, can inform you about the general behaviors you expect from potential new customers. To connect with your existing audience, a qualitative customer feedback loop is a must too.
2. Personalize Your Campaigns
Personalization is a crucial part of a successful digital marketing strategy. While analyzing your campaigns, it’s necessary to examine the demographic of your customers. You can use this information to personalize every interaction with each customer.
As individuals, we all respond to different tones of voice, styles, and content. However, this doesn’t happen with brands. An analysis that considers the demographic, psychographic, and geographic insights of your targeted audience can help you craft personalized campaigns.
Instead of a one-size-fits-all approach, personalize your message based on your customer's persona. Determine the values that your customers identify with and align your brand and message to them.
Doing so will help create a more personal connection with your target audience, which can go a long way in triggering an action. This should also help guide influencers on how to approach product endorsements and provide them with the best action plan to build more visibility for your brand.
3. Data Helps Measure Influencer Performance
To measure the success of your marketing campaigns, you need to evaluate the performance of your key marketing activities. This includes your influencer media, which can rack up in the thousands or higher. But, how do you do that? This is where your performance metrics become helpful.
With the right data, you can track and monitor your progress on your social media campaigns. This allows you to see the results of your campaigns and determine if the KPIs you set are achievable. Even with influencers, it’s best to not rely on how often they put you on ad spiels and the like.
Use metrics and KPI indicators to help you determine your influencers' return on investment (ROI). This enables you to measure the value that an advertising campaign or channel delivers. Moreover, you can evaluate your ROI and compare it to other channels through easy-to-use, automated dashboards.
Data also lets you evaluate an influencer campaign’s performance, giving a 360-degree view of the situation. This gives you insights into how your campaign is performing and which marketing efforts are working best. Considering influencer marketing costs a good premium, data should give you a good idea if your money’s doing its job.
4. It Helps You Carve Your Niche
To stand out in an overcrowded industry, knowing your niche is essential. It is the key to creating an engaging brand story but knowing your niche market isn’t enough. You need to identify how your competitor is doing, too and how to utilize influencers for these situations.
To carve out a niche for your product or service, define the exact problem you are solving. Use your data to understand who needs your products and where. Outline how your business or solution will solve the problem and determine what problems your competitors are trying to solve.
Doing this will give you a clearer view of creating your own space in the industry. It will also help you see who to work with and which spaces to leave behind. This will help you decide if an influencer is a right partner for your needs. By looking at what your competition is doing, you should be able to tell if it’s worth taking the leap.
5. Analytics Helps Pick The Right Influencers
With your data, it’s easy to identify the influencers in your industry. While it’s easy to pick your favorite Youtubers and influencers simply, they are unlikely to be the right pick. They may not match the industry you’re in or cost too much for the potential visibility they can give you.
Analytics data can help you find the right influencers that fit your field. If you do not know where to begin, you can use Google, social media, and blogs that you are familiar with.
Influencers that have successful blogs within your niche are likely already ranking for the keywords and phrases you are after. So, it makes sense to look for influencers who are similarly profiled as your target audience. Start by searching for influencers related to your industry.
Consistency in selection is essential to a solid influencer marketing strategy. When it comes to selecting influencers for your network, data can help you make better decisions.
You can then craft a workflow that sets fellow marketers and team members up to succeed once you've determined what performance criteria should be used during the selection process.
The Bottom Line
The growth of digital content has created a drastic shift in how businesses market and advertise their products and services. This shift has forced many companies to turn to non-traditional forms of advertising, such as leveraging the power of influencer marketing.
By using data and the right tools, you can gain insights into how to solve these challenges. You can leverage these actionable insights to guide your marketing strategy and develop an effective way to maximize your influencer’s audience.
Take advantage of influencer marketing agencies. Talk to us today, and let us help you through brand building and content production. We’ll even help you find the right influencer to propel your branding to success.
About the Author: Sophia Young
Sophia recently quit a non-writing job to finally be able to tell stories and paint the world through her words. She loves talking about fashion and weddings and travel, but she can also easily kick ass with a thousand-word article about the latest marketing and business trends, finance-related topics, and can probably even whip up a nice heart-warming article about family life. She can totally go from fashion guru to your friendly neighborhood cat lady with mean budgeting skills and home tips real quick.