Thursday, July 7, 2022

Factors to Consider While Choosing an Influencer Marketing Agency

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Influencer marketing is one of the most impactful forms of marketing available. It helps brands reach millions of people across any social media platform they desire, all while boasting an incredible ROI. To guarantee your brand achieves the highest possible ROI, selecting the right influencer marketing agency to work with should be a top priority. 

There are countless types of influencer agencies available to work with, so it can be overwhelming when deciding which to work with. Using the following factors, you can be confident in your final choice. 

Agency experience

When speaking to a new agency, one of the first things you should ask about is their past experience. The best performing influencer agencies know how to design creative, targeted campaigns that can directly connect a brand to its target audience. These campaigns should reflect a brand’s essence and values (including name, logo, product or services), and seamlessly blend into an influencer’s content to guarantee authentic content. Before deciding on an agency, ask about their past campaigns, clients and influencer roster. Their experience will give you an accurate idea of whether their expertise aligns with your brand’s vision and ultimate business goals. 

Campaign experience

Influencer marketing can be hard to navigate. This is because each influencer campaign will have a different target audience and demographic range that respond differently each time. As a result, influencer marketing agencies need to be versatile and quick to adapt to a variety of influencer campaign requirements. Often, the most successful influencer campaigns use different campaign formats to achieve the end goal. This can include sponsored posts, Stories, livestreams, competitions, giveaways—you name it. Influencer agencies need to be quick on their feet and adjust campaigns to audience feedback as the campaign is active. 

Data-driven approach

It is vital that the influencer agency you choose to work with has a data-driven approach to campaign strategy and reporting. While most social media platforms have their own powerful tools and insights to track campaign performance and measure success, agencies need to be able to translate this information into actionable steps to ensure the campaign is constantly optimised for success. This data needs to be measured against any predetermined KPIs to ensure the campaign is optimised in a relevant way to make sure you meet your goals. Your chosen influencer agency should be able to use data to prematurely spot any issues that need squashing in real-time. 

Influencer relationships

Choosing the right influencers can make or break a brand’s influencer marketing efforts. As part of your decision-making process, you need to determine the types of relationships influencer agencies have developed with social media influencers and how they are able to translate and maintain these relationships into influencer marketing campaigns. The best influencer marketing agencies will have high-engagement and reach influencers in their network—all the way from the most popular influencers on social media to growing micro and nano influencers. They should also have relationships with influencers across various industries and niches. Even if they specialise in a particular niche, they should understand the importance of crossover passion points. 

Experts on all social channels

The most successful influencer marketing agencies will be capable of developing multi-platform campaigns that span across several industries, influencers and markets. Each social channel houses new audiences to reach and communicate with, many of whom will be within the selected demographic of your brand’s target audience. Using an influencer agency that limits themselves to a particular platform means you are restricting your influencer options and potential reach. Working across multiple platforms can maximize the impact of your sponsored content. In addition, working with influencers across multiple platforms increases your brand’s social proof and general brand awareness. You should look for an influencer agency that is long-term partners with major social platforms.

A writer and technology industry expert

Sandra Dawson
Sandra Dawson
A writer and technology industry expert

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