Content is clearly one of the most important factors in advertising but when it comes to engagement and brand awareness, influencer marketing is quickly becoming crucial too.

Let’s see what influencer marketing really is with some statistics about its effects and why this strategy is that important in 2018.

Influencer Marketing, aka Influence Marketing, is a form of marketing in which focus is placed on specific key individuals, or types of individuals. It identifies the people who have influence over potential buyers, and orients marketing activities around these influencers.

According to a study, 67% of marketers think that influencer marketing is already one of the best ways to reach the target audience and an influencer campaign might get 11 times higher ROI than a traditional marketing campaign. No wonder why this way of advertising is getting more popular.

As most companies and brands already use at least one social media platform, they can constantly share news and other content to their customers. Once they find the right influencers on any of these media channels, they can get even higher engagement and ROI through them.

However, it is still important to measure metrics and evaluate your performance at the end of each influencer campaign. You need reliable data to know what you did well and where you need find new voices to spread your message. And don’t forget: more diverse campaigns get you better results.

The two most important types of influencer campaigns are through working with popular influencers from your own industry, or engaging with micro-influencers to get them spread your word on smaller channels and communities.

Now that you know the basics, let’s analyze the 5 most important things to take into account based on your strategies and goals:

1. Being Visible

When you introduce a new brand or a new product, one of your main goals should be to grow awareness of it by exposing it. For having visibility, you need to drive traffic to the website of your brand or product or even your social media accounts. Influencer marketing will help you reach out to the target audience that is more likely to buy your products or services. The most important specifications you should measure about visibility are the number of visits, the demographic categories, and the average time spent on your site by visitors.

2. Getting More Engagement

For boosting your engagement, you might need to increase the number of your followers on your social media accounts, which can be done by for example getting your customers to participate in a contest where they need to share some of your posts. The metrics you should measure in this case are the CPE (cost per engagement) and the level of engagement.

3. Increasing Revenue

If your main goal is to increase your sales and your revenue, metrics are easier to measure. For relevant and accurate numbers, use generated affiliate links, giving each of your influencers their own affiliate link to the page you are trying to advertise. These are easy to track with the sales generated by it. At the end of each campaign, you can calculate exactly how each influencer contributed to your revenue growth and calculate the return on investment.

4. Quantifying Leads

If you want to be sure that you are choosing the right influencers for making your site, brand or product more visible, getting more engagement and increasing your revenue, you should always monitor your ROI. For quantifying leads, measure the number of leads you had before even contacting the marketing influencers and then the leads generated by each influencer you work with.

5. Using Hashtags

And finally, you can choose to use the influence of popular hashtags to generate more awareness to your business. For measuring your metrics here, you should analyze the number of likes and comments after using given hashtags and discover the most relevant ones for your campaigns.