Key metrics for influencer marketing projects
Is that big influencer campaign doing its job? Use these signals to make sure your activity is on track
Here’s a question for you: what benefits are there to carrying out an influencer marketing campaign?
We asked an audience of travel professionals the same question at our recent influencer event, and here’s what they said:
A good majority of our audience (59%) said that they’d look at carrying out an influencer marketing campaign for brand awareness, but there were also votes for increasing site traffic (17%), building links (14%), and generally increasing reach (10%).
Influencer marketing can help you to achieve any combination of these goals, but it’s important to set out your aims before you begin. This is so you can make sure you’re measuring success in the right way.
There isn’t one way to measure success, as each campaign is different and everyone uses a different set of tools. However, it’s worth considering some of the basic metrics you could monitor for your next influencer outreach project. We’ve outlined some of the most important ones below.
If you’re part of the 17% who are keen to drive traffic to your website, you’ll want to keep a close eye on the number of referrals you get from an influencer campaign. Google Analytics will easily report on visitors who click through from a blog post, but what about from social media posts? These clicks will be filtered into the social media reporting section, so try creating a custom campaign URL for the influencers you choose to work with. You can create one in the Google Analytics Demos & Tools area.
For those who want to look at increasing reach, monitoring social media performance can be a good place to start. You can use the analytics areas provided within each social network itself, but it’s also a smart idea to set up a dashboard that will allow you to track a collection of data across different platforms. Set up reports to show you the total number of shares, who is sharing posts, and other metrics such as likes and engagement.
Brand mentions and citations
We know that brand awareness is a common campaign goal, so how can you track it? Above we touched on monitoring social media shares and engagement, but you can go one step further and track your brand mentions too. For example, on TweetDeck you can have a stream which shows you direct mentions, and another for a specific term, which you could set as a variant of your brand name or product.
You might also want to consider using a tool such as Buzzsumo to monitor new brand term references on the wider web. This can be handy if you’ve just started a new campaign, as it can highlight any additional brand coverage. If you’re expecting (or hoping) to get mentions in the press, you can also use Google News to the same effect.
There are plenty of tools around that will show you changes in your backlink profile. One of our favourites is Ahrefs because the interface is simple and the data is usually up to date. Use a tool like this to see your new referring domains; you can see when influencers have put posts live, but also when their content is syndicated elsewhere, or when you get secondary pick-up.
Domain authority is one of those things that many marketers obsess about; perhaps because numbers seem more tangible than some of the other metrics which can be seen as “fluffier” areas to report on. It’s always helpful to keep track of your domain authority, or those of the influencers you are working with, but remember your marketing efforts are only one variable. There are many threads that make up your domain authority score, and the data behind these can fluctuate.
We’re always around to discuss influencer outreach projects in further detail. If you want to better understand metrics, or you’re looking to launch your own campaign in the near future, get in touch and speak to our influencer marketing team.