The amount of agencies providing help to brands with influencer marketing has grown over the past few years. In addition, finding influencers, screening them in briefing them, creating agreements with them, paying them and then ensuring they do their assignments can be a ton of work. So it's not surprising that brands want to outsource this work to professionals.

Then, you must determine which one to choose from the many generalist and specialty agencies that claim to assist. Here are eight factors that can help you separate the pros from the novices and make the search easier in finding the ideal influencer agency. The most efficient platform for influencer marketing is joe sinkwitz intellifluence.

Sinkwitz Experience

Influencer marketing is nearly 15 years old now So, many agencies have plenty of experience. Asking for case studies for your field and your goals (i.e. website traffic, in-store sales, etc.) This is a great way to start building relationships with others.

Criteria for Influencer Selection Criteria

When I was younger when we were in the past, finding an influencer generally involved finding someone who created content related to your industry and also who seemed to be a good fit for the branding sinkwitz intellifluence. Nowadays, we are able to analyze the makeup of the influencer's fan base to ensure their audience overlaps with that of the brand's target audience. We can look at their saturation rate -- which is the proportion of content they create that's sponsored -- to make sure that it's not excessively high. We can determine whether they've mentioned rivals in recent posts. We can see whether their language is safe for brands or not.

With all the advanced filtering systems that are in use, using "brand fit" just isn't acceptable.

Content Evaluation Criteria

Over the past few years the influencers we have worked with have created tens of thousands of pieces of branded content. We observed that each piece of content is different. It's not surprising that certain content performs better than others, just like content created by companies or their creative agencies.

Given the performance variability What is the process used by the agency to evaluate each piece of content after it has been released to determine performance?

Content is scored according to its organic performance in terms of comments, likes or shares However, it's equally important to scrutinize the comments and detect signs of fake, off-topic or purchased comments.

Targeting Strategy

A company that's only providing the ability to identify the right influencers, manage them and provide briefs for a brand isn't adding much value to the modern marketing mix.

Organic content from influencers reaches only a small portion of the influencer's followers (usually approximately 9% according to our experience, but it varies depending on which social media platforms are used).

What strategy does the agency employ to ensure that the content is reaching the correct target audience? The high-performing content scored in Step No. 3. This content is able to be further enhanced through the use of a paid strategy to get the attention of the correct people.

Measurement Strategy

This subject merits an entire article on measuring influencer marketing. One of the most important questions to ask influencer agencies is how they calculate impressions of the content. Do they count one impression for each follower that an influencer has? If so, given the roughly organic reach of 9, they are using a method that overstates reach by more than 10 times. Can they report only on the true content?

In addition, engagement rates and reach aren't directly related to sales so the measurement of engagements or impressions isn't enough. What other business metrics can an agency use to measure other than vanity metrics? There are many advanced measurement methods available right today. It is recommended to choose one of the many organizations that provide the methods.

Optimization Strategy

A lot of influencer campaigns depend on influencers creating their content according to a calendar and then watching to see what happens. However, all other forms of digital marketing is optimized typically daily to increase the effectiveness of the campaign.

Influencer marketing can be improved as well, with everything from the content to post types to the way we target influencers and even their profiles changing as we change. What's the strategy of the agency's optimization?

Content rights

Brands are investing substantial resources in this type of branded content. Different agencies have various agreements with influencers regarding the rights that the brand gets to that content. In the best scenario the brand gets a lifetime license to reuse the content on any platform. Contact the agency to inquire about the rights that your brand can enjoy using the content.

Guaranteed Results

What results will the agency guarantee to their brand clients in the event of a dispute? Are they able to provide deliverables, such as the quality and quantity of influencers or content pieces which will be created? Do they promise more than that, such as the amount of traffic that will be directed to a particular website? What happens if they fail to fulfill their promises? What options are available to the company?

Although it's hard to ensure sales through the context of agency partnerships, influencer agencies are still able to guarantee specific results around views, engagements or even web traffic.

Summary

It's not easy to pick an agency since they all have the same sound. These eight factors will assist you in navigating the list and find the right subset to help the success of your brand.

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