Marketing

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From Convincing To Converting: Measuring What Matters

BY YUSRA KAISER | 5 MAY 2021

I just made a new purchase – a wooden table. After setting it up, out of habit, I took a picture and posted on my Instagram with the caption, ‘unboxed and assembled’. Not so surprisingly, quite a few people ended up asking me where I purchased it from. Am I an ‘influencer’? Nah. Did I have the power to influence the people around me? Oh yeah!

Influencer marketing isn’t new

Word of mouth, has now become e-WOM (electronic word of mouth), but has been around for a long time. People have always influenced each other when it comes to buying decisions.

The underlying concept of influencer marketing, depending on someone’s credibility, remains the same. What actually changed is the medium, or channel.  

What gets measured gets managed

A study from Mediakix shows that nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels!

Measuring the Return on Investment for Influencer Marketing is a challenge, but it is not impossible. Unlike other types of marketing efforts, this is not just money in, money out.

A few important things to remember before diving into influencer marketing’s ROI:

The results don’t end, even when the campaign has

Organic SEO and sites like Pinterest get businesses additional impressions, even after their influencer marketing efforts have ended.

The content can be reused

The content created by the influencers can be used and reused by the businesses, on their own social media channels.

Lower costs compared to traditional marketing

Generally, the cost associated with traditional marketing techniques are much higher than the cost associated with influencer marketing. The influencers take the responsibility of any creative costs, leading to lower overall cost, and a greater return.

A closer look at the Return on Influencer Marketing (ROI)

Simply put, return on investment, ROI, is the amount of the income that has been generated from the spending that has been done. It helps you determine whether the effort you’re putting in, the investment you’re making, is actually worth it or not.

This sounds easy to calculate but unfortunately gets a little more complicated when it comes to influencer marketing efforts. There’s no outright fixed cost, and neither is there an absolute value of benefit (like sales made) that you have, on top of it, the customer journey visibility is hard to track. However, once you’re clear about your campaign goal, you can track specific KPIs that help in calculating the ROI.

1. For Audience Building, track the subscriber or follower count

Every brand wants their presence to be seen by the maximum audience possible. It is recommended to track your subscriber count by covering how many email subscribers you have or even through simpler means like tracking your Instagram followers.

2. For Brand Awareness, track page views, impressions and mentions

A little similar to audience building, to make people more aware of your business, you need to have a greater presence around. Track page views, impressions and mentions. Using Google Analytics, you can see from where the traffic has been directed, and whether is it from your specific influencer or not. A very simple way to track your mentions, and the engagement that your brand is getting is through social listening tools. One such tool is offered by Techlets.

3. For Lead Generation, track the sign ups or email subscriptions

Of course all businesses are looking for leads, to eventually be converted to sales. This can simply be done either through utilizing CRM systems for tracking which lead landed on your website from where or making use of email marketing software.

4. For Engagement, track the engagement rate

Another great yet super simple metric to track is the engagement rate. All you need to do is keep a check on the likes, comments and shares you’re getting on your marketing efforts.  This is easy to track because of the built in analytics dashboard provided by all social media channels. When an influencer is posting about you though, the stats won’t be directly visible to you. Make sure that every time you have an agreement with them, they’re clear about sharing a detailed performance report with you.

5. For Sales, track the conversion rate, or the sales made

Ultimately, all businesses wants their leads to be converted to sales. All our marketing efforts should directly or indirectly contribute to greater sales. Sales can be tracked in Google Analytics if you’ve set up ecommerce tracking.

In short, if you’re looking for a good return on your influencer marketing efforts, you need to Track things that actually contribute to the sale, not only the final sales figures.

How can Walee help your brand

Now we’ve established that influencer marketing is a great marketing strategy, and measuring its return is actually possible, how can you gain access to all these influencers?

Walee has done all the heavy lifting for you, and has over 80,000 influencers on boarded! To help businesses track their efforts, Walee generates a unique custom tracking link for each influencer when they work on a campaign. This makes tracking influencer marketing efforts super easy, giving businesses the exact number of sales they’ve generated. In fact, the payments made to the influencers are through the same platform, making it easy to do a cost benefit analysis, using cost per click (CPC) and eventually calculate the ROI.

Pretty simple right? Send us a message on our social media channels or email us at support@walee.pk  to see how we can help you get the maximum benefit out of your influencer marketing efforts.

Share your thoughts in the comments below!

How to Find the Right Influencers for Your Business

How to Find the Right Influencers for Your Business 1024 682 faizan

 

When it comes to connecting with the audience in a meaningful and more personal way and identifying their behavior patterns about certain brands, influencers or social media content creators are the obvious option to make this happen.

how-to-find-the-right-influencers-for-your-business

Onboarding and working with the right influencers can help you connect with your target audience, drive traffic to your website, lead to sales, and achieve other objectives of the brand. Around 63% of marketers work with influencers on every campaign.

The importance of influencers in a marketing strategy is consistently increasing and the reason for their exponential growth is their connection with the audience. They connect, create, share, listen, and discuss with their community. In return, they have become trusted peers for their audience.

Now as you know how important the role of an influencer is, let’s dig-in further to explore how you can find the right influencers for your business.

Why do you need to promote your brand with influencers?

Before you start looking for influencers, first make the objective of onboarding an influencer, crystal clear. Ask yourself what is the primary purpose of incorporating the social media content creator(s)?

Are you looking to create brand awareness other than through paid advertising tools?

Is it a positive perception you want to create around your brand?

Or do you want people to buy your brand on the recommendations of influencers?

Once your goals are clear enough, you can direct your efforts to find the person who can help you meet your objectives.

How to look for Influencers

There are certain ways you can work on to find your best match of influencers. Below are they described:

1. Get to know your audience

In influencer marketing, audiences are the third pillar alongside influencers and the brand. Many brands here make a mistake. They see the number of followers but not the type of those followers. You must ensure that the audience following a specific influencer are the ones you are looking for.

For instance, you work for a food brand and want to generate trails of a new variant. In order to do that, you choose to work with a food blogger. According to you, this will be the right decision?

Well broadly you took the right step. But specifically, you need to see which food blogger will work best for you. The one with pretty aesthetics of some lavish restaurant food or one who specializes in home-made food as well as covers the ingredients of the same.

An influencer with an audience similar to your target audience and content which fits your brand will be a perfect pick. Because s/he will feature your brand in front of the people who can eventually be interested in your brand.

2. Get to know your influencers

After getting a complete hand on the knowledge of your audience, it’s time to identify the potential influencers who can meaningfully represent your brand. For selecting influencers, below is the criteria you must see for what a good influencer should have.

Influencer Reach

Reach is the number of followers an influencer has on their social media. It is important that the person you select for outreach has a good relevant audience.

Engagement

This metric is more important than reach. Engagement rate shows how much followers actually engage and interact with influencer’s content. A good engagement rate is a sign that an influencer can affect the purchase behaviors of their audience. A recent study showed that Instagram influencers who have 5k to 10k followers have a better engagement rate than the big ones.

Authenticity

Authenticity is the single most important metric which makes one an influencer. People will most likely follow the person whom they feel authentic. Therefore, when searching for influencers, take a look at their content and see how authentic their content and thoughts are. How much their audience believes and follows their opinions.

An influencer with authentic content can bring positive perceptions to your brand.

Personality & Niche

A good influencer marketing campaign is actually successful, when the influencers promote the brand which is technically fit to their personality, niche, content, and industry.

3. Where to find the relevant influencers

Influencer marketing is all about genuine people, advocating your brand. It is not restricted to big celebrities. So, how do we find those genuine people? Here’s the answer:

Hashtags

With hashtags, it is easy to find content on social media. You can search for hashtags that are relevant to your brand and similarly the people using those hashtags. Here’s how:

  1. Search for #sponsored #ad #influencer #blogger and #[Yourbrandcategory], and see what content appears
  2. Let’s say you find a pleasing picture, then see the creator’s profile
  3. If similar content is there which you liked earlier, see whether they are from the same niche your brand belongs to
  4. If they have a good number of followers, calculate their engagement rate using different tools. That way, you will get a rough idea of the worth of that content creator
  5. If they seem to satisfy all the conditions, mark them on your list of potential influencers

Social Media

You can find relevant influencers on social media by searching for those who are already talking about your business or alike. Different blogs and social media mentions will help you find such people.

Here, social media listening tools will make it easier for you to find the content people have created about you. For example, if someone has created their content on bicycles, and you deal in same, you definitely would want to engage them.

Google Alerts

Google Alerts can be a good source of information when searching for content related to your business. Just create alerts of your relevant keywords and you will start receiving alerts whenever someone writes about related topics.

Let’s say you want to promote your business on the web but don’t know the leading or relevant websites, Google alerts will help you in finding them.

Influencer Marketing Platforms

These platforms can help you easily find influencers from different niches. You can access their database and filter your search as per the category, social media platforms, engagement, followers, and more.

To help you look for your best match of influencers, Walee is there! We are Pakistan’s largest and growing influencer network with more than 80,000 influencers onboard.

You can register on Walee as a business, run campaigns, track performance; all in real time.

How to approach the influencers?

Once you list down all the potential influencers for your business, it’s time to approach them. Below are some ways you can use for outreach:

1. Introduce yourself meaningfully

When you find the right people for your campaign, then first be a follower of them. Engage and share their content, comment on their posts, showing appreciation of their work.

As you appreciate them, you can introduce yourself in a direct message with the reference of their content you liked and shared.

2. Share your proposal

After you place yourself in the eyes of influencers, send them a proposal which win their hearts. Below can be the details you may include:

  1. You and your business’s details
  2. How you came to know about them
  3. What are the specifications of the campaign
  4. What they will get in return (monitory or else)

Try to keep every detail transparent and discuss it with the influencers after you send them the proposal. Take them on a call or meet them and cater to their concerns. Similarly, try to build a friendly or casual relationship with them so that they can stay longer with you.

Lastly, follow up with them after a few days.

This is how you can find the influencers for your outreach campaigns, create healthy relationship with them, and make them your brand’s advocates.

Want to kick-start your next influencer marketing campaign? Sign up on Walee today or connect with us for more details.

Have you followed these hilarious Instagrammers of Pakistan?

Have you followed these hilarious Instagrammers of Pakistan? 1200 628 mahrukh

Shoutouts, reviews, reactions, unboxing – these are the words we are living in today. However, be it a toddler or a senior citizen, everyone is hooked to content consumption around the globe. Initially, content creation was a source of entertainment but as the time passed, it turned into a marketing tool creating full time careers. Similarly, the Instagrammers of Pakistan are keeping up the game, creating a bigger impact in the industry.

Influencer marketing in Pakistan has been uplifted exponentially in the past few years considering it being worth $8 billion in 2019 to being a $15 billion industry by 2022, according to a report by Insider Intelligence estimation based on Mediakix data.

Seeing influencer marketing in Pakistan playing a huge role in our lives, a part of us also has developed a secret alter ego which is Pakistan’s biggest influencer that has ever existed – undoubtedly.

If you talk about MY famous influencer alter ego, I’m a very witty influencer who is a cat lady and cannot live without being sarcastic. Basically, just consider me a Ms. Chanandler Bong.

And to keep feeding my secret personality, I follow the most hilarious instagrammers of Pakistan.

Funny videos and memes are the ultimate mood lighteners of an individual. Especially in Ramzan when everyone is struggling being patient, and these influencers create content that puts a smile on your face.

Here are my favorite top 10 influencers who are ruling the influencer market in Pakistan by giving laughing fits.

Ali Gul Pir

Ali Gul Pir a.k.a Waderay Ka Beta is always the first one to hit our minds when we talk about funny Instagrammers of Pakistan.

With 150k+ followers on Instagram and a verified account, Ali Gul Pir is rocking his feed with epic lip-synching and scenes recreation of old and new internet viral videos of Pakistan. Be it Meera’s interview or Maryam Nawaz’s speech; Ali has gotten it all covered with his creative bits.

Raza Samo

Awesomo from the Khujlee Family is, hands down, one heck of an entertaining Instagrammer. Funny content, song covers, awareness content, and everything else – Raza Samo is here as your favorite complete package of content.

Raza Samo is rocking his Instagram with 402k+ followers and flaunting the blue tick. People love Samo because they can relate to him and make their bad days to awesome days with his awesomo videos.

Faiza Saleem

No one, I repeat, NO ONE is unaware of the name Faiza Saleem. She is the first female social media personality to jump into Pakistan’s standup comedy. Faiza runs the sub continent’s first ever all-women stand up troup i.e The Khawatoons. She is also very vocal about women empowerment and body positivity.

Faiza is celebrating her blue tick with 138k followers on Instagram and crazy fans of characters around the country.

Amtul Baweja

Amtul is one of the leading comedians of Pakistan and also runs a blog with her husband Fahad, called Patangeer. We all know patangeer and love how heart melting Amtul and Fahad’s travelling content is. Despite her serious role in Churails, Amtul is quite the opposite on her instagram. Her videos are relatable to literally everybody and always ends up giving us laughing bits.

Amtul has a gorgeous feed with 37k followers on Instagram 48k followers on Patangeer.

Khizar

Khizar Khan a.k.a Khizee is well known for his one liner short videos ending with his legendary bit Tou ye lo lota. Khizer gives you the most useful advice in the most epic way that you get addicted to his videos after some time.

Khizer has a massive following of 133k with one life advice to everyone – #TessionNahiLeni

Arslan Naseer

You are lying if you have never watched any review by Comics by Arslan. There was a time when we used to wait for Arslan to post his review video about the current ad, movie or anything trending. And even today, CBA reviews are always a delight to watch because he magnifies the minute details in unique but a very simple way that makes the viewers go crazy.

Arslan has a verified account with 175k followers on Instagram. In short, I’d really recommend you to binge watch CBA reviews because it never gets old.

Baji Bombastic

Our favorite baji on Instagram grabbed our attention when she told us how much she loves to suffer. Baji updates her feed with quality content of herself giving her followers some advice and answering their questions.

Baji Bombastic or Sheherzade Peerzada became an internet sensation within a few days. And as a result, she is adored by everyone and had a whopping 115k followers showing her love on instagram.

Momin Saqib

From “Maaro Mujhay Maaro” to “Halaat badal gaye, Jazbaat Badal gaye”, Momin Saqib depicts the true emotion of a patriotic Pakistani. You can relate to him so easily and that is exactly why we love his content.

So basically, Momin is an icon for Pakistani youth as he keeps motivating them and helping them out with opportunities. With 347k followers and a blue badge, Momin kills everyone with his humor and as a result, ends up giving Pakistanis a new one liner to obsess over.

Swineryy

Swineryy is, without a doubt, one of the fastest growing instagram accounts to exist. She is definitely one of the globally viral instagrammers of Pakistan. With witty bits and animojies, this anonymous karachi based account is adored by everyone around the globe. Swineryy has given us some amazing characters like a confused koala, a blue maulvi, an alien, a gossip aunty, and so many more.

Swineryy has 185k followers all around the world and still nobody knows who is this talented woman behind this account. Maybe this is the curiosity that keeps us hooked to their content and we wait impatiently for the next video to be uploaded.

Pir Ahmed

TikToker Pir Ahmed was a heartthrob on the app for having a cute smile to becoming one of the new faces of Elan. Pir started off with lip-synching videos but now his Instagram is all about desi video memes.

Above all, Pir enjoys 131k followers on his Instagram and is very consistent with his funny content on his profile.

If you haven’t followed any one of them, you should! Because it’s time to make your instagram newsfeed a lot better!

These are just some of the hilarious Instagrammers of Pakistan that I like, there are many more that you can discover yourself.

Becoming an influencer is solely dependent on how passionate you are. If you are witty and passionate enough to spare time on what you love to do, you can also become an influencer and rock influencer marketing in Pakistan just like these talented individuals have done.

Do you have more suggestions? Mention your favorite hilarious influencer in the comments below.