January 24, 2022 4 minute read
Working with influencers to promote your brand should be a simple proposition: influencers want to promote great products and help consumers find what’s best for them. Advertisers are always looking for new loyal audiences, which influencers are particularly good at creating. Zane McIntyre explores.
Without an accurate way to define and measure your campaign goals, brands risk wasting their hard-earned marketing dollars on the wrong campaign. Or maybe fend off a high-performing influencer with the wrong approach.
For a campaign to succeed, the advertiser and publisher must stay focused on their goals. This should go beyond mere vanity measures. Affiliate marketing can help by providing a consistent way to clarify campaign goals, collect data, and measure results.
Influencers and specific data can go hand in hand
The first step to a strong and clearly defined campaign is to clearly define your goals. Then, develop an understanding of how to accurately measure those goals. Complex deals based on influencers manually reporting their own performance data to brands can be inaccurate. Affiliate platforms can help provide more transparency between influencer and brand by automating reporting backed by verifiable data.
The data provided by affiliate campaigns also helps to clearly define objectives and KPIs. This is based on a foundation of open communication and mutual trust. Advertisers are able to provide a better understanding of measurable campaign KPIs such as clicks and conversions. It can serve to be much more precise instead of relying solely on vanity metrics.
Once these clear KPIs are shared with the influencer, they can adjust their content accordingly keeping in mind the brand objectives. If your goal is to promote signups for your newsletter, the influencer can help you by generating a sense of “fomo” in their loyal audience, enticing them to sign up. If you want to increase sales, the influencer can tailor their content around specific hero products.
For example, Commission Factory recently introduced Instagram influencers Eating Up With the Hannashians to convenience food delivery company My Muscle Chef. There was a clear synergy between the brand and the influencer, as Eating Up With the Hannashians regularly posts video reviews of trending snacks and meals at local Australian grocery stores.
Muscle Chef’s goals for the “A Week With My Muscle Chef” campaign were to test a campaign off the beaten path. He sought to use an affiliate space, to partner with an affiliate in the social vertical to get results. These results are comparable to those of My Muscle Chef’s internal brand ambassadors. They increased their overall affiliate program revenue by 20% QoQ. The campaign ultimately contributed to a 33.55% quarterly increase in brand affiliate program revenue.
Channel Independent Campaign Tracking
Affiliate marketing offers a more comprehensive way to measure campaign success, without relying on rigid, channel-specific metrics. No-Click Affiliate Codes, for example, are a great way for brands and influencers to create a campaign that goes beyond a single channel.
In the past, marketers struggled to properly track a publisher’s influence from affiliate links alone. Indeed, some customers ended up visiting the merchant’s website without the all-important click. Second, the influencers or publishers generating the buzz weren’t properly compensated. Other than that, the marketers were unable to accurately measure the effect of their affiliate campaign. These links also limit where the campaign can be shared, excluding print, television and certain social media channels.
No-Click Affiliate Codes ensure that campaign performance is tracked and attributed to the right person. They are not limited to a specific channel or campaign. It doesn’t matter where the consumer comes from. It is also a useful solution for influencers. Those who want to be rewarded for proving their wide range of influence across multiple channels.
Don’t be afraid to be nimble
Being agile is extremely important for companies trying to keep pace with a rapidly changing industry. Having access to data that can guide and inform business decisions is a must. Affiliate campaigns allow brands and influencers to test and learn on the fly, and adapt as they go.
So don’t limit yourself to a standalone “one and done” campaign. An affiliate strategy allows brands and influencers to try out different copy copy and images as well as subtly altered messaging and communication styles on their audience. This nimble and creative mindset allows brands and influencers to figure out what works, creating a more positive relationship between both parties.
No one likes wasting time and money on content that doesn’t convert. Affiliate marketing can help ensure that your marketing dollars are spent in the right place, at the right time, and to the right audience.
Brands and influencers ultimately have the same goal: to promote useful and relevant content and products to their audience. With this goal at the heart of everything you do, you will be well on your way to creating successful affiliate marketing campaigns.
Zane McIntyre, CEO and Co-Founder, commission factory