By Joseph Cole
Influencer marketing is a powerful strategy. Considering that 93% of marketing professionals regard influencer engagement as an effective way to build brand awareness, it’s easy to see why this marketing strategy has received global acclaim. But, there’s more to influencer marketing than just throwing content at influencers and hoping for more sales. Back your campaigns with solid data and measured results and you will be able to scale your efforts, laser focus on ROI, and measure what is and isn’t working. Understanding this data and tracking your influencer performance is crucial to success.
Here are a few strategies to track and measure the success of your influencer marketing campaigns:
Use Google Analytics to review referral traffic and track lead and sales conversions. Your referral traffic stats will provide valuable insight into which influencer content is driving the most traffic to your website.
Pay close attention to the “referral visitors” section of referral traffic in Google Analytics, as this metric tracks the people coming to your website from other websites. Google will show you the exact URL the visitors visited before they clicked to go to your website. Use this data to review which influencer is referring the most visitors.
Create Tracking Links
To dig deeper and create links with specific tags for your promotions and also monitor conversions, create tracking links with Google UTM parameters. These parameters are especially beneficial if you are running a specific promotional campaign and you want to track its success.
UTM parameters are custom tags you add to the end of the URLs you give to influencers to promote. When people click the link containing the tags, the information is sent back to Google Analytics where you can review it. Create your parameters and build your Google tracking URLs here.
There are three parameters you may want to use for your influencer marketing campaigns:
Campaign source: This tag denotes the referrer of the link
Campaign medium: This tag identifies how you are marketing
Campaign name: This tag is for the name of the campaign.
There are also two other tags, campaign content and campaign term, you can use if you are running ads. With these parameters, assign paid keywords and differentiate ads.
Here is an example of how you could use Google UTM parameters:
Let’s say you are running an influencer promotional campaign on Instagram for your new vegan restaurant. You have two influencers promoting your opening, Influencer A and B, and you are running two different campaigns — one to drive traffic to your homepage and one to drive traffic to a special promotion page where newcomers to the restaurant can get one free drink by providing their email address.
Set up the campaign tags like this:
Campaign source: Influencer A or B
Campaign medium: Instagram
Campaign name: Homepage or Free drink page
If both Influencer A and B are promoting both the homepage and free drink page, create two links for each Influencer (one for homepage and one for free drinks page). So, you would end up with 4 tracking URLs in total.
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