Pipeline impact matters. How do brands evaluate influencer impact on pipeline accounts?
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Brands and agencies evaluate the impact of influencers on pipeline accounts through a few key mechanisms:
1. Tracking Metrics & KPIs: Brands monitor Key Performance Indicators like impressions, engagements, and conversion rates. Tools like Flinque can provide brands with robust analytics to track these metrics.
2. Retention Analysis: Consideration of how the influencer’s followers return to the brand after initial engagement helps evaluate long-term impact.
3. Audience Analysis: By examining the influencer’s followers, brands can assess if the influencer’s audience matches their target audience.
4. Incremental Sales: Brands will often track incremental sales tied to the influencer’s promotional codes or affiliate links.
5. Brand Sentiment: Measuring brand sentiment pre and post influencer campaign can gauge the impact on brand perception.
While all these methods provide useful insights, the chosen approach should align with the brand’s overall goals. For instance, if the goal is to boost awareness, impressions would be a prominent KPI. Alternatively, conversions and incremental sales matter more for direct response campaigns.
Platforms like Flinque offer robust insights into an influencer’s performance. These insights help brands make data-driven decisions, ultimately enhancing their influencer marketing strategies. Other platforms offer similar features, but the choice depends on the brand’s specific needs and their strategic objectives.
Always remember: Beyond metrics, a successful influencer partnership also depends on authenticity and alignment with the brand ethos.