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Influencer Marketing on the Rise
The value of influencer marketing has never been more apparent. Brands can even boost influencer marketing by sharing sponsored content from relevant influencers on their own social profiles. In fact, many influencers look forward to this application, which can help grow their networks.
When paired with a brand’s own content marketing, influencer marketing can help raise brand awareness and get consumers talking about the brand – not to mention purchasing the brand’s products or services. Brands can cement their position as an Internet powerhouse by engaging with their own social media followers to provide customer service (often in a public setting) and start discussions that show that the company understands and appreciates its existing and future customers.
But it’s hard to go the do-it-yourself route. Enter influencer marketing software.
Although you may have come to this page in search of information about influencer marketing software, these tools are not always programs that you must download to your system to use. Most of these influencer platforms are web-based tools that you can conveniently use from any device with an Internet connection. After signing up, there’s no difficult setup required.
Some influencer marketing tools do require installation to a computer or mobile phone. These powerful solutions may offer integration into other software, including email clients, retailer software, and communication apps, to name a few, all of which can be important when managing an influencer campaign. If this integration is vital to a brand, then a web-based solution may not be right for them.
Whether a user loads an app or a website their browser, they’ll see many similar features, including the ability to find influencers to work with and start influencer marketing campaigns.
How Does Influencer Marketing Software Help Brands?
Many brands seek out software after scouring social networks and looking for potential influencer partners via search engines. While Google is powerful, this is not the most efficient way to go about influencer discovery. Brands and agencies may find users who are not interested in being influencers. Even if they identify micro influencers, this process is lengthy, unlike using an influencer database.
Wouldn’t it be convenient to have an influencer search engine? A crucial component of this software is the influencer database, which is essentially just that. Some of these databases contain millions of influencers. However, other lists are much smaller and may focus on a particular type of influencer. For example, some platforms focus on Instagram or Pinterest users, while others might attract younger, Generation Z influencers.
Note that brands can find lists of influencers that don’t require the company to pay for the marketing management software if they are only interested in influencer discovery and not campaign management.
Brands should already have an idea of the type of consumer they wish to target and look for platforms that appeal to influencers whose networks are made up of those target audiences. Brands can ask questions about the consumers they wish to reach, such as:
This research is essential to the success of an influencer marketing campaign and pinpoints not just which influencers a company should work with but which influencer software they should choose. After all, there’s no point focusing on Facebook marketing if the target audience spends all its time on Snapchat or Tiktok.
While a brand may want to look at untapped markets, sponsored content can seem out of place if an influencer had never discussed a product or service like that provided by the brand. Keyword and hashtag searches bring brands even closer to the ideal influencer partnership.
Once a brand has found some potential influencers to work with, they can narrow down the list to those influencers who are a good fit. This may be based on social networks/app used, network size, use of multimedia (photos and videos), or even the tone of voices the influencer uses when posting on social networks and engaging with followers. Aspects such as the influencer’s family, lifestyle, age, or gender, just to name a few, may also come into play.
Easier Campaign Management
On top of finding influencers to work with, influencer marketing tools allow brands to manage their entire influencer campaign. With this software, a company or marketing team can use its budget to work with influencers to create and share sponsored content. Brands can also specify a timeline for posting and choose whether they want a single post or a series of sponsored posts and pieces of content.
Brands can invite influencers to these campaigns. Although, not all influencers may be willing to work with a specific brand, for a particular price, or to discuss certain products and services. However, the brand can begin communicating with influencers who are interested in working together and tracking communications with influencer marketing platforms.
An important asset of campaign management is assets, which includes the keywords influencers should use, hashtags, and URLs (which the software uses to track campaign performance), and photos and video that the brand provides for influencers to include with their sponsored content. Some campaigns may require original content creation from the influencer, and brands may be able to approve this content before the influencer shares it. Marketing software can ensure that influencers comply with all of the brand’s requirements when creating content about the brand.
The Assurance Brands and Marketers Want
Influencer marketing programs can help brands save time and effort, especially as campaigns become larger, and we all know that time is money. However, these tools aren’t just convenient. They offer assurances to both brands and influencers.
First, brands can clearly see information about influencers that they may be considering working with. This data includes analytics about their networks, followers, and websites. For example, influencers give the software access to their social profiles so that brands can see an accurate and exact representation of the influencer’s network. To provide access to website stats, bloggers can install Google analytics on their sites and provide the influencer marketing software access to that.
Brands can use this information to avoid influencers whose sponsored content doesn’t perform well. This vetting process is crucial to a successful influencer marketing campaign. Additionally, these programs provide a contract or agreement that both parties must agree to, offering further protection from influencers that might take a company’s money and disappear without fulfilling their end of the bargain.
On the influencer’s side, working with a brand through these influencer portals reduces the risk of them doing the work and not being paid. Brands pay the cost of the service and the price of working with influencers, and the marketing software distributes money to the influencer, not entirely unlike escrow during a property sale. This also ensures that influencers know when they’ll be paid thanks to the contract they signed. These campaigns can also provide influencers with legal forms that are required to report their earnings as an influencer to the government when tax time rolls around.
Influencer marketing software also provides detailed analytics to brands, which allows them to manage their influencer campaigns better. Brands can see how many people have viewed or clicked sponsored content. If some influencers used specific words or hashtags, a brand can see which has performed better. Some platforms offer this information in real time.
This data helps brands to modify their campaigns. Specific wording or platforms might work better for a brand. Some influencers might be a better fit and create content that their followers are more likely to engage with. If possible, a brand may be able to modify a current campaign or future waves, but this information is always helpful to run better campaigns in the future.
The Right Platform for Your Brand
It’s clear that a social marketing platform is a valuable tool for a brand. In fact, the most difficult decision a brand might have to make is which platform to use. There are so many of them to choose from, after all!
Some brands may be brand-new to influencer marketing. Still, others may have dabbled or even ran successful influencer marketing campaigns, either using other software or without the aid of this software at all. Some companies want the ability to import information about the influencers they have already worked with from spreadsheets or lists so that they can manage their campaigns in one location. However, not all tools offer this function.
Similarly, brands may already use some software or solutions that they’ll wish to integrate with their influencer marketing software. They’ll need to check if the software can work with their email client, payment processor, communication app, or e-commerce software. Some platforms even connect with Twitter so that brands can tweet with influencers rather than just emailing them.
The best way to see if an influencer marketing platform will suit a brand’s needs is to request a demo of that software. Almost all of these platforms offer such an option. It will require more than just a few minutes of usage to determine if the platform has all the features a marketer would like to use while remaining intuitive to use. Of course, some of this comes down to user preference.
The demo and shopping period is also the time to test out a company’s customer service. Influencer marketing software usually isn’t free, and a company should be confident customer service will respond promptly if there are any issues. This guidance may be the difference between an influencer campaign that is successful and one that’s not. If a brand finds the software difficult to use or sees its campaign fail, it may be forever turned off from influencer marketing tools.
Managing Influencer Marketing Campaigns With the Coovy App
It goes without saying that cost is an important factor, too. Brands or marketers won’t just be paying influencers for their branded content; they’ll also be paying a fee to the service for the use of the software, database, and customer service. With existing solutions, this commission may be a flat fee, but with the Coovy app it is based on the campaign’s performance. We acknowledge that mom-and-pop companies don’t have the budget of multimillion-dollar corporations.
On the other hand, some brands are large and require influencer marketing software that is scalable. This means that the brand will be able to increase the size of the marketing campaign and add more influencers. If the platform places a limit on campaign size, it won’t work for every brand. With Coovy, the size and scope of the campaign is no longer a problem, because the system is designed for all sizes.
Influencer marketing platforms are all too happy to advertise the big-name brands that have chosen to use their services in the past, which can indicate scalability. However, just because a large company has used the platform in the past doesn’t mean the campaign itself was large. But it does suggest that the platform was good enough for those companies and probably produced a desirable outcome. Make sure you look at the references and partners of the Coovy platform, because our system has successfully been used by well-known customers so far.
If brands are interested in ongoing campaigns, they should consider how each platform handles relationship management. Can the brand and content creator communicate after a campaign has ended? If not, brands and marketing agencies may want to consider our software that helps establish long-term influencer relationships.
Not all of these factors carry the same weight for every company, which is why brands must research not only audience demographics but the various influencer platforms available. Understanding those needs helps a brand’s marketing team or agency make the best decision for the company and truly harness the power of the influencer software.
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