Many marketers believe that Instagram influencer marketing is the most cost-effective way to create brand awareness and generate leads. While this is true most of the time, there is no guarantee it will work as expected all the time.
The only way to identify whether it will drive good results or not is to measure the performance of your campaign.
But how can you measure it?
You should:
Track the Quality of Leads Your Campaign Generates
Instagram is a great platform for generating leads, but every lead doesn’t convert. You need to check the quality of leads generated through your campaign.
You might have three types of leads: cold, warm, and hot.
What do you mean by each of them?
Cold leads refer to people who see your influencers’ posts but do not click on the link to your site or profile.
Warm leads are those that click on the link but don’t move down the sales funnel.
Hot leads refer to people who click on the link and inquire about prices, payment options, or delivery details.
With the right push, you could convert either type of leads and result in a sale.
If you categorize your leads into these three types, you will be able to calculate your conversion rate as well.
You can easily see the number of people who saw your post, followed your profile, contacted you, and made a purchase using Instagram Insights.
Conversion Rate = Number of Purchases / Number of Profile x 100
Monitor User Engagement
The reason most marketers use Instagram influencer marketing is to boost user engagement.
To monitor whether or not your engagement is increasing, you need to keep track of the likes, comments, shares that each of your sponsored posts gets. However, comments and shares are a more meaningful form of engagement than likes.
Why?
That’s because clicking on the “Like” icon is easy.
You want to identify users who go the extra mile to engage with the post through meaningful comments.
Measuring the impact of your marketing campaign is the key to success.
Want to learn more about Instagram influencer marketing?
Check out this infographic below, created by Fourstarzz Media, to get more information.
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is also the founder of Content Solutions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.
