Brands must clearly communicate their KPIs to influencers for better ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2020, 10:57 AM UTC

Partnering with micro-influencers can drive measurable profitable sales.

This article suggests a few tips that brands could adopt to get more ROI from influencers. The author recommends bringing in performance marketers as their approaches can help ensure that companies are able to track, report and pay partners for the results.

It’s crucial for brands to clearly communicate to influencers that their KPIs are tied directly to sales. If not, influencers are likely to assume that the brand has other “social-media-style goals”. While mega-celebrity influencers are likely to attract more users, micro-influencers are easier to engage with performance or hybrid compensation.

These influencers are more capable of driving measurable and profitable sales. Maintaining a long-term relationship with influencers eases the process of showcasing and merchandising new products and compress time-to-revenue for next promotion.

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[4 minute read]