INDUSTRY GUIDE TO INFLUENCER MARKETING: AGENCY
Clients will be putting their trust in your efforts and expertise in handling this area of the campaign, in order to ensure a seamless process that adds value to using an agency.
As an agency, you’re likely no stranger to the analytics tools available on the market. Think back to those KPIs that we talked about in Chapter 1. You’re going to need to track these with some type of analytics tool. Google Analytics is the most popular tool and is great for tracking the ongoing results of influencer marketing campaigns.
Why is Google Analytics so popular? For one, you can monitor what is working well with the campaign, and what is not. From this data, you can report back to your client and lead the brand in making more informed decisions going forward with their influencer campaigns.
Let’s say your client wants to increase brand awareness. Google Analytics can present the number of active sessions that each specific influencer encouraged, the average time of these sessions and the activity of the user, and the bounce rate. Not only can you report back to your client with the number of customers each influencer has brought, but this data helps to understand the quality of these users.
Second, Analytics lets you set up custom Goals to see data beyond traffic and sales. For example, a goal may be ‘newsletter subscribers’. By setting up different goals, you can understand how specific influencers impact the campaign. Influencer A could be attracting the highest number of customers, but also have the highest bounce rate. Whereas Influencer B may have attracted less users, but a higher conversion rate.
Once the campaign begins, impressions can start coming in pretty quickly, especially when there’s a lot of influencers involved. Your client is relying on you to collect this media, track its impact, and not miss a thing. And the more media and data you have, the more impressive your final reports can be.
It’s important to detect and collect published media, whether through a dedicated tracking tool or your own efforts. You’ll want to ensure that posts are of the required standard and that everything is going to plan.
Brand tags and hashtags are a great way of accessing media however, as an agency, it can be a bit trickier when agencies do not tend to be tagged. You could stipulate that influencers send their published media on to you directly for keeping track, or you can keep checking in and downloading media yourself.
By keeping on top of influencers’ published media, you can also benefit from highlighting some of the best posts to your client, who may want to reshare them. As we know, working with influencers can help increase content creation, and many brands reshare posts on social media channels, or even use this content on their website. Of course, remember to get approval from influencers first.
If you’ve had trouble with reporting the effectiveness of a campaign, look into monitoring software, if you don’t have it already.
A particularly useful tool for influencer tracking, analytics, and reports, is Mighty Scout. You may be perfectly settled by monitoring campaigns through Google Analytics however, as an agency that works with a high number of clients, or especially big campaigns, outsourcing this step could be more efficient.
This tool can track all of your campaigns for you, and creates reports on data collected from influencers’ media. Mighty Scout aims to help agencies by reducing the time that your workforce spends on gathering campaign data, and to improve efficiency and decision making with highly detailed forecasts.
The thing is – it may feel like you can handle monitoring campaigns without any additional help. But, by outsourcing this step, it allows your agency to build a bigger portfolio of clients, whilst guaranteeing top-quality campaign insights and metrics.
Mighty Scout users have reported incredible effects on time and cost savings. For example, a client below has saved 1-2 days every week on gathering data. As an agency managing several clients, this could be a valuable time-saving tool when working on numerous campaigns.
Regardless of your monitoring method, sometimes published content doesn’t go quite to plan, and you may need to get in touch with influencers. Even if there are no issues, it can be beneficial to follow up with them in order to maintain good relationships.
Your clients expect you to handle relationships with influencers, and follow-ups are a great idea. You don’t want to let your clients down by having influencers that feel forgotten about. It’s a good idea to send influencers a message to check in and make sure that everything is going okay, and to thank them for publishing.
However, if they have not maintained their end of the deal, you will definitely need to get in touch. If you see a mistake within the published content, contact the influencer, kindly pointing out the error. If an influencer hasn’t published at all, remind them, and if that doesn’t work, send a more insistent email or message.
By maintaining positive relationships with influencers on behalf of your clients, you can begin to build up a collection of trusted influencers that your client may be interested in building a longer-term partnership with, or who may be able to help your agency out on other, unrelated campaigns.