Measuring the Influence of Your Market Influencers
One of the hottest new trends in marketing is the leveraging of market influencers, third party individuals who can drive customers towards one brand over another. The issue that marketers face with this practice is the same one that has bedeviled marketers since the creation of the industry: how do you quantify how successful your efforts have been? In other words, is there a way to determine the ROI of market influencers?
Carusule, a leader in influencer and content marketing, recently released a white paper about this very subject. They detail their own experience using market influencers and report that it does have a very high ROI. It seems that, when implemented correctly, market influencer campaigns have the potential to be wildly successful.
There are several reasons that market influencers can be so useful to content marketers. The first of these is incredibly simple: the marketer is no longer responsible for creating the content. All content instead comes from the market influencer, and merely needs to be approved. Though this sounds overly simplistic, the fact of the matter is that this saves time and money and allows for investment in other projects.
The other key fact about market influencers is that there is no expiration date on their content. Traditional ad campaigns and ad buys are out in the world for a predetermined amount of time, and then disappear forever. Content from market influencers is not like this. Because their content is created and hosted on a third party site, it lives on for much longer. This means that it could have impacts on potential customers months, or even years, after its release.
These major differences are what set market influencers apart from other marketing methods. The time saving and extended timeline mean that, when used correctly, market influencers can bring a high ROI. They are absolutely something marketers should keep in mind when planning a marketing strategy.
Edited by Stefania Viscusi