While summer bodies are made in winter, brand campaign goals are made before we even get to work as an influencer marketing agency. That’s right. As a brand manager, your role is super complex and often you’re four coffees in, it’s 8 am, and you’ve got head office demanding a campaign to boost sales, growth, awareness, and conversions as in yesterday. It’s easy to overlook the all-important ROI and goal-setting and jump straight into the ‘making it happen’ part…sound all too familiar?
At People Have Influence, we know that when it comes to influencer marketing, the ROI and success of a campaign aren’t as clear cut as say the size of a shopping basket or profits for the day. There are so many variables and metrics to consider, but luckily that’s our forté.
We work closely with you in the conceptual phase to focus on what your goals are so that we too have something to work towards - we’re a competitive bunch, after all. We also work just as closely, with you, during the live and reporting phase, where we share the successes, ROI, learnings and recommendations for the next influencer campaign.
With over 100 campaigns and 60 brand collabs under our summer-bodies-are-made-in-winter belts, here are some considerations for brand managers when setting their goals for their next influencer campaign.
First things first, reach and awareness refers to how many people were exposed and saw your brand or branded post (this does not necessarily mean that they interacted with the post, they simply saw it).
Working with influencers obvs amplifies your reach and awareness as you’re now suddenly being shown to new audiences who do not necessarily follow you (yet), but who will likely give you a like, follow, share or purchase now - if you’ve partnered with the right influencer and have the right campaign set up.
Cue People Have Influence. We work with the top talent (both nano and macro), and we create campaigns that are authentic and which showcase your brand in the best light and to the correct audience. We, of course, want to know what your expectations are regarding reach and awareness as we track these in two ways. Firstly, in totality (the total number of eyes that have seen the posts), and secondly, individually (the individual influencer reach and impressions), and we do it all in real-time. Before you sign off on a campaign we will also inform you of our predictions regarding the reach and impressions, which can help guide goal-setting too.
For new and upcoming brands, brand trust and credibility are the be-all - and potential end all if done poorly! The bottom-line is; the more you deliver on your brand promise and how you show up authentically and aligned with your brand values, the more your audience will trust you.
And the more your audience trusts you, the more they will recommend you. And the more your audience recommends you, the more your audience will grow and the more website traffic you will receive. You get the point…that’s why you should consider brand trust and credibility when goal setting, as well as what you need to do online to earn it. We help with this too during our conceptualisation phase. We will advise on community management and we will have teams running the campaigns so that there is consistency and a clear theme.
When working with influencers, brand trust and credibility can be tricky, which is why we work with influencers who suit YOUR brand and who do not promote or work with your competitors during the campaign process. These influencers’ audiences are still very much engaged with their content. We also create influencer campaigns that are authentic and have a real voice. Nothing feels ‘forced,’ scripted or ‘paid for.’ We like to keep things real and authentic.
When we consider reach and awareness, we’re casting a giant net and getting your brand out there, but when it comes to engagement and conversion we’re narrowing things down and finding the people who are the right fit for your brand.
Engagement relates to the number of likes, shares and comments on a post, while conversions relate to the number of people who clicked through to your website or did something that you asked them to do (e.g. browse here, book this, read this, visit website). At P.H.I., we track the overall conversions of a campaign, as well as per influencer, on the campaign- if you’re working with multiple influencers or a bigger campaign with other elements.
Tracking these conversions and click-throughs to your site can also help us in the long run and figure out what is working or identify places where people are dropping off. Perhaps there are too many steps? Perhaps the website user-experience isn’t great? All of these elements are considered with recommendations made which can inform future campaigns.
When we track website conversions we are also able to consider the source of where traffic came from. Whether it be a Facebook, Instagram or TikTok campaign, we can see which platform works well for your brand.
One of our mottos at People Have Influence is “quality over quantity”, but the exception here is website traffic - where more is always better! Having a lot of website traffic means more people viewing or landing on your brand’s website.
It’s simple, the more page lands you get, the more potential customers you have. Regardless of whether they spend a few seconds or scroll through each and every page on your site, getting them to your website is key. Very often, we see people return to the website in their own time, or when they’re needing new sneakers or fragrances etc. in the future, then you will be top of mind.
…although, we believe you can never have too many sneakers or fragrances ;)
Making sure you consider the other specifications we’re talking about will increase your chances of getting more traffic (the only traffic you’ll want to get stuck in). Setting goals for your reach and awareness and watching how that then impacts your website traffic are metrics which we monitor and report on.
If you don’t tell people about your goals, no one can hold you to them, so here’s our pledge to you for the remainder of 2022. We’ve just joined TikTok and we’re ready for more TikTok influencer marketing campaigns, so get in touch with us to discuss your TikTok goals with us.
We’re also hoping for more brand campaigns like the recent Weylandts Warehouse Annual Homeware Sale Campaign. Our influencers spread the word, and the turnout was overwhelming, with queues lining up outside their Cape Town and Johannesburg branches before the doors had even opened!
Your brand could (and should) be next! So slide into our DMs, pop us a mail, schedule a call and let’s get to the drawing board of identifying your goals, and making them happen!!
While summer bodies are made in winter, brand campaign goals are made before we even get to work as an influencer marketing agency. That’s right. As a brand manager, your role is super complex and often you’re four coffees in, it’s 8 am, and you’ve got head office demanding a campaign to boost sales, growth, awareness, and conversions as in yesterday. It’s easy to overlook the all-important ROI and goal-setting and jump straight into the ‘making it happen’ part…sound all too familiar?
At People Have Influence, we know that when it comes to influencer marketing, the ROI and success of a campaign aren’t as clear cut as say the size of a shopping basket or profits for the day. There are so many variables and metrics to consider, but luckily that’s our forté.
We work closely with you in the conceptual phase to focus on what your goals are so that we too have something to work towards - we’re a competitive bunch, after all. We also work just as closely, with you, during the live and reporting phase, where we share the successes, ROI, learnings and recommendations for the next influencer campaign.
With over 100 campaigns and 60 brand collabs under our summer-bodies-are-made-in-winter belts, here are some considerations for brand managers when setting their goals for their next influencer campaign.
First things first, reach and awareness refers to how many people were exposed and saw your brand or branded post (this does not necessarily mean that they interacted with the post, they simply saw it).
Working with influencers obvs amplifies your reach and awareness as you’re now suddenly being shown to new audiences who do not necessarily follow you (yet), but who will likely give you a like, follow, share or purchase now - if you’ve partnered with the right influencer and have the right campaign set up.
Cue People Have Influence. We work with the top talent (both nano and macro), and we create campaigns that are authentic and which showcase your brand in the best light and to the correct audience. We, of course, want to know what your expectations are regarding reach and awareness as we track these in two ways. Firstly, in totality (the total number of eyes that have seen the posts), and secondly, individually (the individual influencer reach and impressions), and we do it all in real-time. Before you sign off on a campaign we will also inform you of our predictions regarding the reach and impressions, which can help guide goal-setting too.
For new and upcoming brands, brand trust and credibility are the be-all - and potential end all if done poorly! The bottom-line is; the more you deliver on your brand promise and how you show up authentically and aligned with your brand values, the more your audience will trust you.
And the more your audience trusts you, the more they will recommend you. And the more your audience recommends you, the more your audience will grow and the more website traffic you will receive. You get the point…that’s why you should consider brand trust and credibility when goal setting, as well as what you need to do online to earn it. We help with this too during our conceptualisation phase. We will advise on community management and we will have teams running the campaigns so that there is consistency and a clear theme.
When working with influencers, brand trust and credibility can be tricky, which is why we work with influencers who suit YOUR brand and who do not promote or work with your competitors during the campaign process. These influencers’ audiences are still very much engaged with their content. We also create influencer campaigns that are authentic and have a real voice. Nothing feels ‘forced,’ scripted or ‘paid for.’ We like to keep things real and authentic.
When we consider reach and awareness, we’re casting a giant net and getting your brand out there, but when it comes to engagement and conversion we’re narrowing things down and finding the people who are the right fit for your brand.
Engagement relates to the number of likes, shares and comments on a post, while conversions relate to the number of people who clicked through to your website or did something that you asked them to do (e.g. browse here, book this, read this, visit website). At P.H.I., we track the overall conversions of a campaign, as well as per influencer, on the campaign- if you’re working with multiple influencers or a bigger campaign with other elements.
Tracking these conversions and click-throughs to your site can also help us in the long run and figure out what is working or identify places where people are dropping off. Perhaps there are too many steps? Perhaps the website user-experience isn’t great? All of these elements are considered with recommendations made which can inform future campaigns.
When we track website conversions we are also able to consider the source of where traffic came from. Whether it be a Facebook, Instagram or TikTok campaign, we can see which platform works well for your brand.
One of our mottos at People Have Influence is “quality over quantity”, but the exception here is website traffic - where more is always better! Having a lot of website traffic means more people viewing or landing on your brand’s website.
It’s simple, the more page lands you get, the more potential customers you have. Regardless of whether they spend a few seconds or scroll through each and every page on your site, getting them to your website is key. Very often, we see people return to the website in their own time, or when they’re needing new sneakers or fragrances etc. in the future, then you will be top of mind.
…although, we believe you can never have too many sneakers or fragrances ;)
Making sure you consider the other specifications we’re talking about will increase your chances of getting more traffic (the only traffic you’ll want to get stuck in). Setting goals for your reach and awareness and watching how that then impacts your website traffic are metrics which we monitor and report on.
If you don’t tell people about your goals, no one can hold you to them, so here’s our pledge to you for the remainder of 2022. We’ve just joined TikTok and we’re ready for more TikTok influencer marketing campaigns, so get in touch with us to discuss your TikTok goals with us.
We’re also hoping for more brand campaigns like the recent Weylandts Warehouse Annual Homeware Sale Campaign. Our influencers spread the word, and the turnout was overwhelming, with queues lining up outside their Cape Town and Johannesburg branches before the doors had even opened!
Your brand could (and should) be next! So slide into our DMs, pop us a mail, schedule a call and let’s get to the drawing board of identifying your goals, and making them happen!!
We’d love to hear from you. For any enquiries, questions or conversations, feel free to contact us.
