2 Keys to Successful Influencer Marketing: Analytics and Trust
What drives successful influencer marketing initiatives? Analytics and trust, according to Cision’s Heidi Sullivan, TapInfluence’s Todd Cameron and AirPR’s Rebekah Iliff.
In the weekly podcast InfluencePros, hosts Heidi and Todd discussed with special guest Rebekah how to get results from influencer marketing, honing in a key first step.
Brands considering utilizing influencer marketing need to “understand from the outset what their goals are,” Rebekah says, noting that goals help brands identify the best influencer with whom to build a relationship.
“Find people that have compelling stories that are doing interesting things in the world with their careers,” Rebekah adds. “Brands need to match that with their vision and their goal. That’s when you get the best outcome: when you have alignment with the influencer alongside those brand goals.”
You as a brand need to be able to trust the influencer you’re collaborating with to communicate effectively and authentically to their audience on your behalf. The more you try to control and direct the messaging coming from the influencer, the less the audience will trust the messenger.
“You can’t make something influential,” Rebekah says. “You have to focus on the core values, the authentic statement or person behind it. People can smell ‘B.S.’ from a mile away now.”
When it comes to analytics and tracking data surrounding your influencer marketing campaign, Rebekah discusses the importance of measurement and benchmarking.
“Companies and brands can spend millions of dollars doing influencer marketing-type initiatives and not really understand what’s working and what’s not,” she says.
To really get the full lesson from Heidi, Todd and Rebekah, you have to listen to the show. But here are a few notes on what they cover this week.
1. Understand what your goals are from the outset
This will help you determine who is best suited to be an influencer for your brand’s target audience. This will also help you establish what metrics to track along the way to ensure you’re getting what you need out of your relationship with the influencer.
2. Stop generating noise.
Figure out what you’re trying to say, say it in a way that matters and say it in a way that sparks conversation and drives curiosity.
3. The more you try to control the message from the influencer, the less authentic your audience will believe he or she is.
“Brands that want to do this the right way, they’re going to have to trust these people they choose to work with,” says Todd Cameron.
“Influencer is synonymous with leader. It’s someone who has influence or impact over something, and they can move an important person to take an action. This person has a level of authority that people have bought into…and they can get people to do some sort of action.” – Rebekah
“When you have advocates it helps drown out any of the negative voices that might also be out there as well.” – Heidi
“Stop generating noise. Figure out what you’re trying to say, say it in a way that matters, say it in a way that sparks conversation and that drives curiosity. That is the surest way towards this idea of influencer marketing.” – Rebekah
“This idea of farm-to-table eating. You’re always healthier if you’re eating things that are less produced. It’s the same thing with how we ingest information. The second we start putting all of these middle people and middle messages and manufactured content in the middle of the person and the output, it becomes noisy and unhealthy and not buyable.” – Rebekah
“Find people that have compelling stories that are doing interesting things in the world with their careers. Brands need to match that with their vision and their goal. That’s when you get the best outcome: when you have alignment with the influencer alongside those brand goals.” – Rebekah
“Brands that want to do this the right way, they’re going to have to trust these people they choose to work with.” – Todd
“There’s nothing more gross than a brand talking about themselves incessantly.” – Rebekah
“What is the purpose of influence marketing? To be able to have someone else tell your story in a way that’s meaningful so that you aren’t talking about yourself over and over again because it’s not as believable. That’s where I see the value – having other advocates for you, other than yourself.” – Rebekah
“Influencer marketing adds legitimacy to a brand.” – Heidi
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