If you are clear on the goals you want to achieve from your influencer marketing campaign, developing a post-campaign report should be a relatively straightforward process.
Outlining the Campaign Goals
In your post-campaign report, you should begin by outlining the objectives and goals of your campaign. These would serve as the foundation of your report and help you define the main scope and focus of it.
Using Metrics & Data
Collecting relevant metrics and data are very important means to help track, measure, and analyze the success of your campaign. The key metrics for performance indicator are:
- Reach or Brand Visibility;
- Engagement & Clicks;
- Conversions & Generating Revenue.
Once you have the data from these key indicators, you could easily use it to compare against the goals you set out. This would help you analyze and measure the outcome of your campaign.
Measuring Campaign Success
To determine the success of your campaign make sure you cover the following in your campaign report:
Again, it's imperative to have set goals early on and be clear on what you wish to achieve from the campaign. Once you have clear actionable goals, it will be easy to determine the tools and platforms needed to measure whether the campaign has been successful or not. These could also allow you to create insights and determine key takeaways.
Give an overall performance review of the entire compaign. For example; if your goal was to increase sales, what percentage of sales increased because of the campaign, or if you wanted to increase your social media followers, how many followers did you gain as a result of the campaign, etc.
Additionally, you could include the performance of each influencer's content. For example, how much traffic an influencer's content is bringing in, etc. Remember to have clearly set out goals that you can measure the performance against.
Reach & Visibility:
Some of the most effective strategies to create brand awareness through influencers are:
- Product Reviews;
- Brand Mentions / Hashtag.
So, for example, if your campaign goal was to do a growth-oriented campaign that will get your brand name mentioned and shared, then it can be measured by tracking the number of:
- Followers of an influencer and estimated percent reached, or;
- Times users have seen an influencer's post (impressions percentage).
Engagement & Clicks:
Engagement is a good indicator of how consumers feel about your brand. The more you can engage the influencer's followers, the more you can increase brand awareness and word-of-mouth recommendations. For this purpose, for example, you could use the following strategies:
- Shoutouts and account takeover by influencer for a short period of time;
- Inviting influencers to your business place so they can check-in, or chronicle their day on social media;
- Letting influencers create unique ways to use your product.
Some ways you could measure engagement would be to check:
- Brand mentions;
- Clicks to website;
- Video views;
- Number of sales.
Other, more data-centric approaches could be to use Cost Per Engagement (CPE) and Click-Through Rate (CTR). These are ideal ways to assess how the consumers react to your campaign. CPE can be calculated by dividing the total investment by the number of interactions generated per post, and CTR can be analyzed by likes, comments and shares to see what type of content resonates most with your audience.
Conversions & Generating Revenue:
Conversion is essentially a CTA (call-to-action) strategy. It could be any end-result you seek to achieve by your strategies / offerings. Conversions can be used to calculate revenue per influencer (simply by dividing revenue by conversions for each influencer), which would give us a good way of determining ROI (return on investment). Following are some good / common examples of conversion strategies:
Offering Promo Codes:
We could create unique codes for the influencers and easily track online sales driven by each influencer.
Creating a Unique URL:
Influencers can use a special URL in their content or when doing shoutouts. These URLs can be used for determining important metrics such as number of clicks to the website, number of sales and average order value etc. We could also make use of tools like Google Analytics for tracking.
Offering Special Discounts & Exclusive Deals:
Offering special discounts, etc. exclusively via an influencer could be a great way to boost sales. These can easily be tracked, for example via url tracking services (such as link tracking, click tracking, conversion tracking, etc.).
By holding exclusive contests via the influencer's media channels, not only can we provide increased brand visibility and engagement, but also have an opportunity to let people get a feel of our products. To be able to measure response from contests, we could maybe measure user engagement and clicks, create a special URL for the contest and track visits, etc.
Exclusive Landing Page:
By creating a special landing page for your campaign, you can gather the visitor's information in exchange for an exclusive access or special discounts which is basically a win-win. You can track the traffic and sales generated through it, and it also serves as an entry point for the influencer's followers.
Newsletters can be a great way to send out exclusive offers, promotions, discounts, sales dates, etc. to boost sales for example. These can be measured and tracked easily by creating special tracking URLs, etc.
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