Before going for an influencer the marketing campaign, it’s important to be crystal clear about your objectives.
Generally, target key performance indicators (KPIs) for brands are divided into two categories:
- Brand awareness: metrics tied to increased audience awareness of your product or service, such as content impressions, likes, comments, mentions, reach, and traffic.
- Direct response: metrics tied to specific actions, such as clicks, sales, conversions, leads, downloads, and subscribers.
Some influencer marketing campaigns fall into both camps, driving engagement as well as some form of conversion.
Here are the top five influencer marketing goals cited by marketers:
- Increase brand awareness
The most popular objective for influencer marketing campaigns are building awareness around a brand, product or service.
Brand awareness is generally measured through impressions, reach, and engagement metrics.
- Reach new audiences
Influencers should be able to share their audience data (age, gender, location, interests, etc.) to help ensure alignment with your target audiences.
- Generate sales
More influencer campaigns today are aimed at driving tangible sales, which can be clearly tracked using custom links, landing pages, and redemption codes.
Remember to have all these elements in place before launching your campaign to ensure accurately measurement.
- Improve brand advocacy
Influencers can provide strong validation and spark word-of-mouth conversations about your product or brand amongst their fans.
- Drive lead generation
Aside from sales, new leads are another popular direct response metric for influencer marketing campaigns. Names and emails can be collected through newsletter subscriptions, account setups, or giveaway entries.