It?s no longer up for debate: Influencer marketing should be considered as seriously as all other traditional advertising choices when drafting media plans for the year
A study last year reported that that the average influencer marketing campaign received $6.85 in earned media value for every dollar spent on paid media–an impressive number indeed.
But there?s more to quantifying return on investment of your influencer engagement than earned media value: What about tracking consumer behaviors that lead to conversions and actually generate revenue"
Contrary to popular belief, it is actually possible to measure consumer actions following engagement with influencers–the type of data the bigwigs at your company will salivate over. We put together a list of strategies for blogs, Instagram and YouTube, and we are sharing some of the top tactics below. Unlike out of home, TV or display, influencer marketing resonates with consumers in a more authentic way while also giving much higher visibility into the success of the campaign.
Blogs
Conversion pixels: A conversion pixel placed on your website will tell you how many readers of the sponsored content ended up visiting on their own (not via a direct click through or retargeting ad) within a 30-day window. We?ve seen that up to 40 percent of site visits via influencers are not currently tracked because they are not direct click-throughs.
Cross-promote: Require all influencers to pin their content on Pinterest. P...