Our Approach to Influencer Marketing
As the social media space continues to flourish, the opportunity to work with influencers who have a strong social presence and loyal following has exploded. Social media marketing through influencer outreach is now a form of advertising. Brands have the ability to reach influencers who have engaged audiences that relate directly to their product or service offering. Creating long-term influencer partnerships and tapping into these influencers’ audiences is what we do best.
Brand awareness is only part of what influencers generate; influencers are true content creators. When we partner with influencers on social media, we leverage these videos and images as creative assets to fuel all of ur digital marketing channels, from organic social, to paid social, and even email. The complete package when working with influencers is brand awareness plus high-quality content.
We don’t stop at content and brand awareness, we measure dollars and ROI from our influencer campaigns. We conclude our campaigns with an in-depth analytics report that dives into the number of sessions driven to the website, how many of those users were new users, what their behavioral metrics look like (time on site, bounce rate etc.), how many direct conversions and assisted conversions came from each influencer and what overall revenue was generated down to the cent, all pulled from Google Analytics through the use of custom UTMs. After all, we are a digital marketing agency so brand awareness doesn’t cut it for us.
Instagram and YouTube are our two core channels. We also work with influencers who have an authoritative blog and evaluate those opportunities by monthly website traffic and domain authority.
We break down influencers on both channels into tiers and have found our sweet spot: the micro-influencer. While we work with influencers and vloggers of all sizes and can do so for your brand, we’ve found that on Instagram and YouTube, micro-influencers have the highest engagement rates and have cultivated a tight community that they engage with and have influence over. They are also less flooded with sponsored content than macro-influencers. There’s more to influencer marketing than seeking maximum reach, because that comes with a heavy price tag.
Once we’ve identified the best influencer tier to target for your brand, our team carefully vets the influencers’ social media platforms prior to building a partnership, which includes Instagram, YouTube, Podcast, Facebook, Pinterest or their blog. We evaluate the quality of the content posted on each channel, the frequency of the content shared, and most importantly, we evaluate the performance of each post by measuring the average engagement rate per post and the quality of the engagement. Our team compares each channel’s average engagement score to their audience size to measure the performance of their content against the standard. This helps us best identify how engaged each influencers’ audience is on each of their platforms.
What sets our influencer marketing campaigns apart from other agencies is our channel expertise on each social media platform and our personalized approach to each individual influencer partnership.
Campaign Strategy Development
We work with your team’s KPIs and budget in mind to develop custom strategies and recommendations for the core channel or channels of focus, sponsored budget allocation, creative concepts and direction, mood boards, and giveaways. No brand is the same, so what works for one needs to be tweaked for another; our campaigns are not carbon copies of one another. We take the guesswork out of your influencer campaigns so you have a clear path towards success and you can feel confident in the results.
Our Influencer Database: Dexter
Dexter is our proprietary influencer database with over 30,000 pre-vetted and hand-selected influencers that can be easily refined to create lists of influencers perfect for your brand. Rather than starting from ground zero and identifying influencers through Instagram and YouTube research, we expedite this process with our database of influencers who are all previously vetted and can be easily sorted by gender, niche, sponsored fee, social channel, interests, and following size.
Dexter also gives us insights into past campaign performance, which influencers drove the best results, and which influencers didn’t.
Our database brings your business:
- Better results. After working on dozens of campaigns, we know which influencers drive the rest results and revenue for your business
- Faster turnaround times. Our campaigns get up and running week one so you can get results faster
- Affordability. We identify the perfect influencers for your brand quickly, without having to do manual research
It doesn’t stop after securing coverage! We make sure to leverage all assets secured from influencer partnerships within our social media, paid social, and email campaigns. They integrate the content into create refreshes for campaigns so content never goes stale.
Enzo Hashtag & Conversation Tracking
We also use our Power Digital social listening tool, Enzo, to monitor conversations on social media so we can track campaign performance in real-time.
- Integrates with the API from top social platforms including Twitter, Instagram, Facebook & more
- Tracks social conversations that include specific hashtags, brand names, or keywords – giving your brand access to every relative conversation
- Classifies conversations by sentiment so we can monitor campaign success and address negative comments
- Gives insights into your competitor’s social strategies
Discover the Power of Influencer Marketing
Contact us today to learn more about what social influencer outreach can do for your brand!
“The Power Digital team continues to impress me with the coverage and awareness generated for Canna-Pet and Pet Conscious. They secure a high volume of coverage with the right brand voice across the campaigns and I trust the relationships they have to find the best opportunities for my company.”