When planning out campaigns, we know that brands are always considering influencer campaign ROI (aka the return on investment). How can you guarantee a strong return on the money you are investing in influencer marketing? While, as with all marketing, we cannot promise a foolproof formula to guarantee a specific amount of sales based on a certain amount of money invested, but we do have some tips on how to maximize your influencer campaign ROI.
1) Match Up Audiences
When casting influencer partners for your campaign, pay very close attention to the creator’s audience data to ensure it aligns with your brand’s target audience. As a brand, you should also make sure that your own internal market research clearly defines who you are meant to be targeting. This will help ensure that content and messaging are reaching those who are most likely to purchase your product and become customers.
2) Optimize Campaign Timing
Consider the timing of your campaign carefully. Aligning your campaign with a major shopping holiday or sale that your brand is hosting will help maximize ROI, as audiences will already be in the mood to make purchases.
Providing your influencer partners with custom discount codes is another way to encourage sales consideration and also track individual performance so that you can assess for potential future partnerships as well.
3) Think Beyond Organic Posting
Think about how you might be able to use this content beyond organic influencer posting. Could some of these assets be optimized for paid social ads? Could assets be utilized for out-of-home marketing? Influencer content isn’t just effective on their own platforms; it can help convert viewers to customers across paid and brand-owned channels as well.
However, if you are going to leverage influencer content for paid, remember that creator content is and should be different from content for paid or brand use, so unless as a brand you are confident that these influencer assets can be leveraged for multiple use cases, you may want to consider having two different briefs for your program, and you’ll want to ensure your partner is creating multiple assets for different uses. And if you are utilizing influencer content for paid usage, that will incur an additional cost.
Looking for a team to help you maximize your influencer campaign ROI? The Digital Dept. brand strategy team can facilitate your influencer campaigns! Reach out to us today and let’s discuss your brand marketing goals!
