It’s time again to tap into our subject matter experts to answer common questions our clients ask us.
If you’ve missed the past few posts in this series, you can read the entire archive here.
Here’s today’s question:
Should brands invest significantly above the paid social traditional funnel with influencer marketing?
When we run account audits, we look for two key things. First, ways to unlock revenue growth, aka scale, and second, areas for cost savings, aka efficiency.
Although influencer campaigns are not our bread and butter (Metric specializes on paid social, paid search, SEO, and email), during a recent audit of a beauty brand, we saw that the brand was using paid influencers to provide a prospecting avenue.
Especially for a beauty brand, influencers offer an enticing area of opportunity to unlock growth. However, there are limitations in terms of data pass back, brand control, and testing and iteration. All of these elements must be considered in order for influencer campaigns to have the highest impact.
If your brand finds itself in this situation, even if you’re not in the beauty industry, here are our recommendations for investing above the paid social funnel with influencers:
Please note, smaller influencers might be willing to go through this effort, but the highly valuable, bigger ones are less likely to share that information with your brand.
Overall, be organized, be prepared, be flexible, and your investment above the paid social funnel with influencer marketing can drive growth.
What other questions do you have about digital marketing? Drop us a line and let us know how we can use our curiosity to help your company drive revenue.