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BizReport : Advertising : April 07, 2016

How to tie influencer marketing to sales

With influencer marketing growing at a fast speed, many brands are looking to push their influencer strategy harder. But, how can brands be certain their spend on influencer ads are netting sales? One expert offers a few tips.

by Kristina Knight

Don't just count the reach

"Reach is as pertinent to success as the monthly company happy hour. It's nice, but it doesn't move the needle," said Todd Cameron, Head of Content and Strategy, TapInfluence. "Reach used to be the biggest metric for ad spend - circulation viewership, listeners and so on. Marketers were paying for potential, not the actual reach, and data would get muddied by circumstances outside of their control."

Look to engagement metrics

"You want to measure the actions people take based on the content that they see. Are they commenting, sharing, downloading and spending time with the content? These behaviors demonstrate not only that the viewers must have actually seen the content, but also that it struck a chord with them," said Cameron.

The next step in measuring influencer campaigns, according to Cameron, will be linking social data from influencer campaigns to sales. He believes that kind of data could be available later this year.

Image via Shutterstock

Tags: advertising tips, influencer marketing, social marketing, TapInfluence

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