WRITTEN BY SAIFUL ISLAM |
Tuesday, February 5, 2019 ;
Influencer marketing appeared to have come out of nowhere last year.
Despite it having been around for many years, it really seemed to have exploded further in 2018.
Watch brand Daniel Wellington, clothing powerhouse ASOS and even charities like Human Appeal all used it to great effect last year.
And it doesn’t look like it’s going anywhere anytime soon – in fact, brands are now putting aside more than $500,000 in budget just for Influencer Marketing alone this year.
With more and more brands and businesses recognising the success Influencer Marketing campaigns can create for them, this, in turn, has led to the creation of equally large numbers of Influencer Marketing agencies being born.
In fact, there are more than 300 Influencer marketing agencies out there and counting.
So how do you know which Influencer Marketing Agency is the one for you?
Having led on campaigns with some of the largest organisations out there, and connected or spoken to multiple Influencer agencies ourselves, I’ve created a 23 part series, on the things you need to know to help you decide if an Influencer Marketing agency is right for you – with today’s part three of the series, looking at the importance of a track record.
Part 3: Their Track Record
3). Their Track Record
Why is it people are more willing to spend £30K+ on a Mercedes Benz but wouldn’t spend anywhere near that amount for a Hyundai?
Other than the fact that there is the level of prestige and luxury that a brand like Mercedes brings, they have been able to build allure due to their track record of creating cars that are more than well built.
Just like how you’d be more comfortable paying that bit extra for the three spokes of a high-end German car, if an Influencer agency has a strong track record, you’d be willing to trust them more.
And like any relationship, everything is built on trust.
But it makes it easier if the people you’re working with have built many relationships of trust with other companies like yours.
So before you decide on your chosen agency – ask to see examples of their previous work.
And when they show you, make sure they can validate how they did against the goals set by the client.
In particular, pay attention to see if they are aware of the cost per engagement/ impressions for the campaigns and do probe them to see how they went above and beyond for their previous partner/s against the requested deliverables.
It’s always important to gauge how passionate, content and to some level, proud, the agency are of the work they did.
This will always give you a yardstick to judge whether they’d be as enthusiastic working for you.
And when an agency has information to hand, you know that they’re prepared too – which is always a good sign – as it’s something unfortunately many agencies just aren’t switched on enough to think about!
Ponder over the example of the global organisation who’ve made waiting more than a day or so for a product the unthinkably unbearable – Amazon.
Amazon have made one heck of business purely through the art of convincing.
They plaster reviews about products, sellers or experiences everywhere with the idea of comforting you, to make you feel you’re in safe hands when you make that purchase.
And working with your Influencer Agency should make you feel no different.
There is no shame in asking to see case studies of previous work – it brings you that level of security, comfort and develops trust due to the feeling you’re in good company.
And a lot of the time, that’s the comfort most of us need.
So before you sign on that dotted line – ask to know examples of who else has and why, have joined you, in doing so too.