With the rise of influence marketing, it’s no wonder that marketers everywhere are going back to the drawing board and integrating it into their strategies. Influence marketing has proven itself time and time again with its ability to create genuine and trusted content. It has even more impressive returns, leading marketers to scramble to hop on its profitable bandwagon and learn how they can implement and utilize this tool.
This type of marketing is being more widely used as more and more brands are taking advantage of social media platforms. As of 2014, 80% of Fortune 500 companies were active on Facebook and Twitter. Recent research from Econsultancy shows that 71% of brands plan to invest more heavily in social media in the coming year to build their reputation and reach new followers. It’s apparent that influence marketing is the way to go, but due to the novelty of influence marketing, it may be difficult for marketers and brands to determine what their key objectives should be.
Mavrck is the most powerful influencer marketing platform for driving sales on social networks. In activating more than 140,000 influencers across 110 campaigns, we’ve seen influencers used in many different ways. Here are the top 6 most common goals we saw across our campaigns:
Brand Awareness
Brand awareness the extent to which consumers are familiar with the distinctive qualities, images, or logo of a particular brand of goods or services. It is especially important in helping newer brands place their service or product in the minds of consumers. Brand awareness is crucial in the evaluation of alternatives during the buyer decision process. Even for mature brands, brand awareness efforts are important as they can refresh the brand in the consumers’ minds.
Direct Response
Direct response is a type of marketing designed to evoke an immediate response and compel prospective consumers to take some specific action, such as subscribing to your email list, calling for more information, placing an order or being directed to a web page. Direct response is valuable when consumers are searching for information or ready to purchase. These responses can also allow the brand to collect information on the prospect and allow for improved marketing efforts.
Product launches
A product launch is the debut of a new product into the market. Much like brand awareness, consumers must become aware of new products from brands and be enticed to learn more about them. Influence marketing can be used to create buzz around the product launch and increase anticipation and excitement.
Community Building
Community building is a group process in which people come together to talk about a common interest. This can lead to deeper, more authentic communication, as these communities can be leveraged to create authenticity around a product or brand and generate anticipation or buzz.
Content Generation
Content generation is the creation of information on any media format, especially digital, used to not only distribute information, but also to improve SEO. Content forms include blogs, photos, reviews, etc. In other words, it is what people post online. User-generated content tends to be more trusted than brand-generated content and is more likely to lead to a conversion.
Research
Research is any gathering of data, information and facts for the advancement of knowledge. It is important as it can be used by brands to make smarter and more specific decisions, such as targeting your audience.
For more information about the various goals used to measure influence marketing, check out our free E-Book!
