How to combine your influencer and affiliate marketing campaigns – Business Insider | Mega Mediakw

By Joris Cretien, Partner Growth Director, Awin US

What do influencers and creatives do for your brand sales and profits? Known for driving top-of-funnel results, these trusted partners have proven to be extremely effective in increasing brand consideration, but without an exclusive code it’s difficult to measure direct impact. Consequently, it is difficult to understand the value of your investment in influencer partnerships.

According to eMarketer, 73% of brands will run influencer programs in 2022, with total spend on influencers in the US exceeding $4 billion. As demand increases, so does the cost of working with creators, and these partners are increasingly sharing details about what they earn from brands.

All of this means that your business understandably needs to generate significant ROI from influencer marketing to justify the investment. And affiliate marketing is the perfect medium for this. Leading affiliate and partner marketing platform Awin has been helping brands big and small harness the Creator Economy to drive measurable sales and revenue for their business with a 16:1 ROI for over 20 years. Below we have listed our top five reasons for combining your own influencer and affiliate marketing efforts.

1. Builds internal collaboration

Metrics and accountability are key to any partnership, and affiliate marketing gives your team access to the insights they need. By integrating the efforts of creators with partner marketing, you can measure direct sales to increase influencer-driven purchases. Additionally, you can streamline partner diversification, gain quantitative insights into individual performance, and connect sales metrics with valuable top and mid-of-funnel data for a holistic approach.

This cross-functional teamwork helps your organization break down departmental silos and share ownership as you work toward goals. Also, many of the best campaign ideas come from collaborations between historically separate teams like Social, PR, and Affiliate.

2. Alignment with goals

Influencers often feel in the dark when it comes to a brand’s goals and campaign goals. This is never a good situation as in the absence of goals the creators make assumptions about what you want. While there might be more upfront work on your end, taking the time to thoroughly communicate your goals is crucial, and creators too can adjust their efforts to get the results they want.

However, this is only half the battle. It’s important to share the results you want, but it’s also important to align on how the results are measured and therefore rewarded. The standard influencer compensation model is a lump sum upfront payment in exchange for vanity metrics, which, as mentioned, might only scratch the surface of what you’re looking for. By merging your affiliate and influencer marketing efforts, you can accurately measure a creator’s impact on sales and pay for tangible results. And with the individual-level sales tracking that affiliate marketing offers, you can accurately assess the ROI for each influencer and focus on the most productive ones.

Influencers also benefit from performance-based compensation models that offer an immediate feedback loop. The brand partnerships and products that resonate with their audiences are evident through the sales they drive and are a clear sign that they bring real value to their followers.

3. Creates smooth partnerships

Most affiliate platforms work with influencers. But beyond compensation models, their user interfaces and broader metrics are often alien to these partners. Using these tools to force influencers to join an affiliate program can create unnecessary friction.

Finding the right creators and staying in close contact can make or break results. To make it easier for influencers to work with brands and measure direct sales, select affiliate platforms like Awin have integrated third-party influencer management solutions to eliminate friction and allow developers to focus on engaging with their audience focus.

For example, Awin’s partnerships with leading influencer management platforms Mavrck, CreatorIQ and Socialix enable retailers of all sizes and budgets to discover new creators and manage relationships, while maintaining accurate sales channel tracking. Partnerships like these allow you to demonstrate successful outcomes at all stages of the consumer journey.

4. Supports long term

Influencer marketing used to focus on short-term tactics. We have since learned that you will get better results if you have long-term relationships with artists. Find the voices that understand your brand and take the time to build lasting partnerships.

Building these long-term relationships gives your creators greater income stability and can make them permanent sources of income for your business. Your brand’s continued presence will also impress its followers and provide ongoing social proof.

5. Expands your customer base

While the most prominent YouTubers with over a million followers seem to be the most attractive because they can cast a wider net, that greater reach doesn’t always translate to sales impact. As a result, these big influencers are sometimes reluctant to work on a performance model. This is where niche, nano, and micro influencers — those with a smaller, highly engaged audience of up to 50,000 followers — are your secret weapon.

These creators know they can earn more through affiliate partnerships with a brand because they attract a more engaged audience who are more willing to transact.

The time is now

With the rising cost of influencer engagements and the need for direct sales accountability, companies need to find ways not only to generate more sales, but also to prove the value of the investment. As you can see, affiliate marketing offers the solution.

By combining your influencer and affiliate efforts, you get the top-of-funnel impact to drive awareness alongside proven tactics that drive transactions. Bringing these two results together is a win-win situation for both parties. Brands and influencers collaborating through affiliate partnerships illustrate a new way of working together that benefits everyone.

Find out how Awin can help you.

This post was created by Awin with Insider Studios.

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