The Metrics of an Influencer Marketing Strategy
What to measure in an influencer marketing strategy?
1. Referral Traffic
You need to set a goal to increase referral gambling data usa traffic to your website. This will help you start to see how your influencer marketing strategy is doing overall. Here, we want to know how much the influencer is driving your traffic. An example goal might be: Increase referral traffic by 10% during the third quarter of the year.
Want to get even more specific? Then it could be: Increase referral traffic from Twitter by 10% during Q3, Facebook by 15% during Q3, and Instagram by 20% in Q3.
influencer marketing referral traffic
How to do it: Make sure that when your influencers share links, they have the correct tracking code to work with their tools. Set up the UTM tags on the links correctly , so that Google Analytics can track the primary source of traffic to their website. This is important because UTM tags do the tracking for your marketing automation platform, CRM, and other tools. This will help us know the origin of the lead to our website.
This will help us identify traffic coming from social networks, even if it is so-called “dark traffic” that we often don’t know where it comes from.
2. The content calendar to be published
Google Analytics isn’t enough . You need to be able to track the value of the content produced and shared by the influencer. If you have influencers producing long-form content, hosting a webinar, or writing blog posts, you need to look not only at the engagement of sharing those assets, but also at how each specific asset contributes to the business’ conversion funnel.
Buyers Journey
Source: Mauna Media
How to do it: Content is at the heart of an influencer marketing strategy. Ask your influencer to provide you with a content plan based on the stage the prospect is in. This will allow you to see the entire initial journey to closing the sale. This will give you an idea of what is working—and what isn’t—at different stages of the conversion funnel. It’s also a way to view your marketing efforts holistically.
3. Closed sales or income
Everything you do in B2B marketing should be mapped to revenue. Influencers are no different – it’s just a newer marketing activity that typically happens on social media. If you design an influencer marketing strategy where you can see the full movie, you’ll know it’s working. And best of all, you’ll know how it’s impacting the business’s revenue.
In many cases, being able to tell the full story within your company will guarantee you more budget for a second stage of the influencer marketing plan.
How to do it: Conversion Tracking.
How the content will circulate: First you need to plan what you want your influencers to do and what they will share and how they will contribute. With this in mind, you will be able to set up and know what you need to track.
Action Item: Once you have an outline, set up a meeting with your analytics team to get everything in place and data tracking ready.
