KPIs in an influencer marketing strategy for small businesses

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When it comes to measuring the success of an influencer marketing strategy, it’s important to establish specific KPIs. Here are some of the most common indicators you can consider if you’re a small business just starting out with building a digital channel strategy with content creators.

Reach : Reach is an important metric to measure the effectiveness of an influencer marketing strategy. You can measure reach through metrics such as the number of followers of the influencers, the estimated reach of social media posts, and the traffic generated to your website from the influencers’ posts.
Engagement : Engagement is another key KPI in influencer marketing, as it shows how followers interact with promotional content. You can measure engagement through metrics such as likes , comments, shares, and mentions on influencer posts.
Brand awareness : For many companies, especially when they are starting out in the market, they are looking to increase their awareness and position themselves in the top of their customers' hearts. To measure this performance indicator, you can analyze metrics such as the increase in the number of brand mentions on social media, the increase in traffic to your website from influencer posts, and the improvement in your brand's positioning in online searches over time.
Lead generation : If one of your goals is to generate effective leads through an influencer marketing strategy, you can measure the number of conversions generated as a result of the actions or posts of the influencers you collaborate with. To do this, we recommend using discount codes that allow you to track them or exclusive affiliate links for the influencers' followers. We recommend reading : How to scale affiliate marketing with influencer marketing .
Increase in sales : If, on the other hand, the main objective of your strategy is to increase sales, you can measure the impact of commercial transactions through metrics such as the number of sales generated, the avera training directors email database ge value of the transactions and the return on investment (ROI) of the strategy.
What services can companies hire to create influencer marketing campaigns?
To create digital marketing campaigns, it is possible to hire agencies or platforms that offer varied and complete services in the creation of your online strategy. Among their services, they are in charge of managing and planning the campaigns at each stage of the process. Here we present the general benefits and disadvantages of each one:

Advantages of Influencer Marketing Agencies:
Pre-existing relationships: Agencies often have strong relationships with influencers, which can make collaborations easier.
Assistance at different stages of the process: by acting as intermediaries, agencies can manage all stages of the collaboration and provide you with ongoing information and guidance.
Disadvantages of influencer marketing agencies:
Higher costs: Digital influencer marketing agencies are often more expensive due to their fees and management costs, which can be a limitation for small businesses with tight budgets.
Fewer targeting options: The influencer database can be limited compared to platforms, limiting targeting options.
Advantages of influencer marketing platforms or software:
Lower costs: Platforms are generally more affordable compared to digital marketing or influencer agencies, as they do not act as a middleman and do not have additional management costs.
Greater scalability: Platforms allow you to manage multiple campaigns and collaborations with different types of influencers simultaneously, which increases scalability.
Direct control: Companies have greater control over the campaign and can manage most aspects themselves.