How To Select An Influencer Marketing Agency
The number of agencies that offer to assist brands in influencer marketing has risen over the past few years. And finding influencers, vetting them, briefing them, executing contracts with them, paying them and then ensuring they do their assignments can be a lot of work. It's little surprise then that some brands would want to outsource the task to experts.
Then, you must determine which one to choose from the many generalist and special agencies that claim to assist. Here are eight factors that can help you separate the professionals from the novices, and make it easier for the right influencer agency. joe intellifluence is the most effective platform for influencer-marketing.
Joe Sinkwitz Intellifluence Experience
Influencer marketing is almost 15 years old at this point, so many agencies now have plenty of expertise. Requesting case studies that are relevant to your business and the outcome you want to achieve (e.g. traffic to websites or sales in stores) is enough. This is a great place to start building connections with other people.
Criteria for Influencer Selection Criteria
In the past, finding an influencer usually involved finding someone who created content that was relevant to your industry and who seemed to fit your branding joe sinkwitz intellifluence. It is now possible to examine the composition of audiences for influencers to determine whether they are a good match for the brand. We can determine the saturation rate of their posts -- which is how much of the posts they write that are sponsored -- to make sure it's not too high. It is possible to determine whether they've mentioned rivals recently in their blog posts. We can see if their language is brand-safe or not.
With all the advanced filtering techniques that are in use, using "brand fit" simply isn't acceptable.
Content Evaluation Criteria
Our influencers have created tens to thousands of pieces that have been branded over the last few years. What we observed when we analyzed the data was that there's a lot of variance in the performance of one piece of content to the next. Not surprisingly, some content is successful while others do not, much like content developed by a company or its creative agency.
How do agencies assess every piece of content once it's in the wild?
Content should be scored based on its organic performance in terms of likes or shares However, it's equally important to review those comments to detect signs of inauthentic, off-topic or even paid comments.
An agency for marketing that promises the capability to manage, brief, and identify influencers on behalf of a brand doesn't add any value to modern-day marketing. isn't much.
The content that they create organically is seen by a small subset of users (usually about 9 percent in our experience, but it can differ based on the social network used).
Since no agency or brand can control which 9% are viewing the content and what's the best strategy to ensure that the content is seen by the exact target audience of the brand? The high-performing content scored in Step No. 3 is now able to be increased by a paid approach to reach the appropriate target audience.
Measurement of influencer marketing merits separate articles about the topic. But one basic question to influencer marketing agencies is how they measure impressions on the content. Do they count an impression for every follower that an influencer has? Given the approximate 9% organic reach, this means they are overstating reach by more that 10 times. Are they able to publish only on the actual content?
In addition, engagement rates and reach aren't directly tied to sales, therefore measuring engagements or impressions is not enough. What other business metrics could an agency use to measure other rather than the vanity metrics? There are a variety of advanced measurement methods available today. It is recommended to choose one of the numerous agencies that offer those.
Many influencer campaigns depend on influencers composing their content according to a schedule and then monitoring to observe what happens. Each other kind of digital marketing has to be optimized for maximum the effectiveness of your campaign, which is often done daily.
The possibility of optimizing influencer marketing is there also. Everything from content and post types to the way you target your influencers' profiles can be altered. What is the plan of the agency for optimization?
Brands are investing significant funds in this branded content. Different agencies have their own agreements with influencers regarding the rights that brands have over the content. In the ideal scenario, brands get a perpetual licence to reuse the content across any platform. Ask the agency about the rights your company would be entitled to in relation to the content that is being created.
What are the outcomes that the agency can offer their clients? Is the agency able to guarantee deliverables such as the number and quality of influencers or content pieces that are produced? Is it possible to promise more, like the amount of traffic for a specific website? What happens if they fail to reach these guarantees? What recourses are available to the company?
While it's difficult to guarantee sales within the context of agency partnerships, influencer agencies should still be able provide specific results based on views, engagements, or web traffic.
It can be difficult to pick an agency because they all are the same. By going into the conversation using these eight criteria, you should be able filter the choices to select the subset most likely to drive strong results for your brand.