 |
| How to Measure Brand Readiness to Implement Influencer Marketing Strategies |
How to Measure Brand Readiness to Implement Influencer Marketing Strategies – As we know, influencer marketing is now nothing new anymore. Marketing strategies in this way are very widely used by business people because it is considered effective.
According to an article on the MarketingTechNews.net website, the industry (influencer marketing) is projected to reach $15 billion globally by 2022. Previously in 2019 marketing via influencers only reached $8 billion.
Therefore, marketing managers are strongly advised to continue to emphasize their strategies on influencer marketing.
Still according to the marketing tech news site report, 74% of CMO (Chief Marketing Officer) surveyed in 2019-2020 by Gartner CMO Spend Survey said that they want to increase the budget for social marketing strategies (including influencer marketing).
Meanwhile, 65% of it is paid for full or pilot influencer campaigns, which if estimated this figure could reach $6.5 billion in 2019. Although this data shows that influencer marketing is important, it doesn’t mean it’s an easy job.
Catalogs used on a variety of social media increase inauthentic follower and engagement issues. In addition, the selection of influencers alone has been a complicated job.
How to Measure Brand Readiness to Implement Influencer Marketing Strategies
Therefore, here a marketer is challenged in making decisions, whether the influencer chosen fits the broader marketing strategy or not. Well to answer this challenge, it is very important for marketers to see how ready their brand is if they want to work with an influencer. Here we summarize the tips.
1. Measuring Brand Performance Relationships with Influencers
A marketer should always think, is a brand able to increase engagement significantly when working with influencers?
According to Gartner.com research, marketers are generally much more successful than influencers in terms of retail speciality, auto, electroknik consumers, and activewear.
On the contrary, most brands related to personal care, food and beverages, are less known when not using influencers. Therefore, cooperation with an influencer for this category is considered necessary.
Because brands work with influencers to increase engagement with consumers and increase sales conversions, a marketer should diligently monitor factors that lift a brand such as engagement rate and community growth.
By doing this on a regular basis, it will help you in determining whether cooperation with influencers is necessary or not.
2. Measuring Consumer’s Desire to See Content from Influencers
A marketer should think about whether his consumers want to see various content from other influncers? Is the content now available enough?
This step is very necessary because when a consumer wants to see more content from influencers, because this will eliminate various misconceptions that some other influencers may not be able to convey in a particular category.
79% of people surveyed in October 2020 told the Gartner Consumer and Culture Panel that they enjoy all influencer content, and 43% want to see it in only one category.
Well, this could be the middle way for brand owners to explore their products into several categories.
3. Evaluate Brand Performance Relativity With Competitors
Pay attention to competitors in the same industry, do they use influencers as one of the marketing strategies?
Review penetration by measuring the number of influencer marketing usage or sponsored post activities by looking at it on various social media channels.
Iteration of influencer marketing requires the right strategy. This not only determines the type of influencer, but also how a brand can fit them.
And the most appropriate approach is to align it with the consumer experience.
4. Map Influencer Selection With Consumer Experience
After deciding if influencer marketing is necessary, marketers must determine the right influencer.
According to Gartner.com research, if a top influencer is able to reach a larger audience, then small influencers are very helpful in increasing engagement.
Well, if you’re still browsing with influencers, start with a much cheaper micro influencer and higher engagement potential. Learn this as an effective way to build a brand.
Iteration of influencer marketing requires the right strategy. This not only determines the type of influencer, but also how a brand can fit them.
And the most appropriate approach is to align it with the consumer experience.
Although each brand has a unique experience, consumers tend to skip it and they prefer to buy directly, in order to be owned, then be able to refer it to others.
Marketers should also be able to identify where friction occurs throughout the consumer experience (e.g. the process of purchasing, consideration, signing up), and how working with influencers can create a more enjoyable experience for consumers.
Formalizing influencers into this framework will provide a clear goal with measurable results for marketers to help align and map future cooperation.
