I got a lot of feedback on a recent article that was published on this site “The Mistake of Commoditizing Bloggers and Influencers”. One concern that was raised was the discomfort of bloggers and influencers on who or what body measures their “influence” and authority. This is definitely understandable as I’ve personally seen insanely flawed measurements used by monitoring bodies and PR agencies in the past. With such an emotionally charged issue as this, here’s my answer: the market decides if you’re influential or not. It’s not the agency, you, or your manager. If your followers believe in you enough and buy products you endorse or act based on your recommendations, then you are “influential”. The good news is there are ways to measure this in a quantifiable manner.
Before we jump into the different ways you can measure, let’s go back to basics first. As we mentioned in our article entitled “When and Why You Should Pay Bloggers and Influencers”, the main selling point or underpriced value of Influencers is their ability to convert their followers into customers for brands. For Reach and Awareness you’re better off with Facebook Ads or above-the-line advertising. With that in mind, here are 3 methods on how you can quantify this.
Affiliate Coupons or Codes
The most effective way is to give Influencers and Bloggers that you will work with unique/individual affiliate codes and links to your online store or brick-and-mortar shop. From there it’s a matter of tallying how much revenue they can actually deliver for you and you can bash this with how much you’re spending on the Influencer or Blogger.
Proof of Ability to Convert Followers via Third Party Platforms
What if you don’t have affiliate codes and coupons? Bloggers and Influencers can show historical data of them being able to move products. Almost anyone can sign-up on Lazada to be an affiliate. Bloggers and Influencers can try this out and show if they are actually converting and selling products that they actually use and like. You can then use this data as a benchmark or proof that they have deep influence over their followers for them to buy what they recommend.
Alternatively, you can also just list your products on Lazada and then use that as an engine to generate and distribute affiliate codes to your Influencers and Bloggers.
Referral Traffic via Google Analytics
Lastly you can just use good old fashioned Google Analytics. Have your partner Bloggers drive traffic to your website by giving them your URL. From there you just have to check your Google Analytics regularly to see how much traffic they’re actually driving to you. It’s not as powerful as actual purchasing data but it’s a solid indicator of authority and influence.
The loophole of this method is that you can’t track referrals of individual Influencers on social. However there is a workaround. What you can do is you can give different LANDING PAGES (different URLs), unique per Influencer. From there you just check Google Analytics to see how much traffic the landing pages get.
So there you have it. 3 quantifiable ways to measure and gauge influence of bloggers and influencers.
This post is part of a series of articles on “Digital PR in the Philippines”. Here’s the complete set:
- 4 Core Services of a Digital PR Firm
- The Mistake of Commoditizing Bloggers and Influencers
- What’s the Difference Between Digital PR and Traditional PR?
- How to Maximize Low-Mid Traffic Bloggers for your PR Campaign
- How bloggers and influencers can manage PR agencies and clients
- When Should You Pay Bloggers and Influencers?
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