40% of users report having made a direct purchase as a result of a tweet from an influencer On YouTube, 60% of subscribers report that the influencers of this chain influence their purchasing decisions.
Other research showed that 57% of all Internet users over the age of 16 had made a purchase on the recommendation of an influencer and that 69% of the millennia had bought products recommended by influencers.
Influencers of all kinds play a growing role in a prospect's decision and it is important to better understand the difference in influence and its potential impact in your content marketing program.
Measure your influencer activity as your internal content
It's not enough to hire influencers and keep a list of messages they share. The content of influence should be followed with the same enthusiasm as you apply to the content you produce directly.
Providing influencers with follow-up links allows you to create a funnel of referenced users from this channel and allows you to compare the behavior of site visits related to influencers to those attracted by other methods.
You can also use automated data such as "likes, comments, shares, clicks on links, etc., by manually inspecting the content of the influencer to evaluate the quality of the point. view of your brand. This allows you to understand what works in a granular way.
Track the indirect or deferred effects of the reach of an influencer
If you only use direct attribution for influencer content (ie, the user reads the content of an influencer, clicks on a link and make a purchase), you probably have an incomplete image, including followed by tape from links posted organically.
During a recent customer campaign, 67% of sales were made within 24 hours of exposure to the content of the influencer; only 3% bought directly from the influencer's link.
It is notoriously difficult to follow the marketing of influence because there is no linear consumption path in 2018. This does not mean, however, that you should not try . Your measurements can range from simple measures of vanity to measure the relative scale of one effort over another, to precise measurements of the increase in pedestrian traffic in stores.
Promotion Code Redemption
Direct Web Traffic
Lift in the mentions online
Search volume elevator by keyword
Increase in correlated sales
Callback recall rate
Get more recommendations from influencers
GlobalWebIndex, which analyzed more than 27,000 Internet users in the first quarter of 2018, found something of interest: "influenced" consumers were more likely to leave a product review than other buyers.
GWI defines the influenced consumers as "those who say they discover new brands, new products or services via celebrities expert bloggers or vloggers" and found that 55% of them they have published an online review of a product. , company or service in the last month. This number was 26% higher than the average consumer.
People who buy content of influence are different from the average customer. Think of how Amazon (one of our customers) has been placing a lot of emphasis on social proof in the purchase experience of the last decade.
The influencers contribute to social proof by stating that your product is worthy of being purchased, but GWI research shows that influenced consumers could help you more. Make sure to give them a reason and an opportunity to leave you a positive review .
comparing buyers of Silk Almond Milk exposed to content of influence on the brand to a control group not exposed to this content. For every 1,000 people, content influencers spent an average of $ 285 more for almond milk. Influencer content was 11 times more effective than banner ads in terms of real sales growth.
A well-built influence marketing can generate sales, but the measure must be established from the beginning. Sometimes the correlated increase in sales is the only realistic measure based on the budget or sales channel boundaries. And if this correlation is "clean" depends on what is happening in the world of marketing.
Brands sold in the retail trade may also be the subject of a promotion on the caps, announce the products in the circular, conclude a two-for-one market, and so on. In these cases, measuring the impact of the program of influence may not be possible. But sometimes, with creative planning, you can create a program with a solid reference period to get more meaningful results. Anyway, spend some time answering "How will we know if this is a success in terms of sales?" Can lead to useful results.
Influence marketing is only growing as brands get positive results. Alone, the influence marketing on Instagram is expected to reach 2 billion dollars by 2019 . As these numbers increase from one platform to another, the expectations of content marketing teams by senior executives will also increase. Are you ready?
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Cover image by Joseph Kalinowski / Content Marketing Institute