If you’re a marketer who’s not familiar with influencer marketing, you’re increasingly in the minority. According to the 2017 State of the Creator Economy study (SOCE), more than half of all marketers had experience with influencer marketing in the past year. Even more — 7 out of 10–were familiar with the concept of influencer marketing. What about influencer marketing software clients? How many do you need in order to necessitate the investment?
As more and more marketers become familiar with influencer marketing, the need arises for an efficient way to put together campaigns from start to finish. Enter influencer marketing software, which can help you find influencers, create campaigns, and track results.
But the question remains, what type of clients are influencer marketing software clients? Does influencer marketing software make sense for only certain clients or a certain types of clients or only for marketers with a certain size of client list?
Understanding Influencer Marketing Software Clients
Just as there are some differences between MS Office and the GoogleDocs Suite, there are some differences among various types of influencer marketing software clients. In some cases, the features included in an influencer marketing software package might vary based on the price point of the package. You might be able to find a feature-full package from one company on offer for a few hundred or thousand dollars a month, or you might be able to get a package with limited features for free or a very low cost.
Although the exact features on offer vary based on brand and package, here are a few things you can expect to see in a software program:
Find and connect with influencers who are looking for brands to work with.
Content creation tools
Work with your influencers throughout the creation process to make sure everyone’s on the same page.
Pay your influencers securely and in a timely manner.
The FTC has pretty specific rules for influencers when its comes to disclosure. Some software programs help you stay in compliance.
Distribute and share content
Get the content or posts created by your influencers out into the world.
Track and measure content
Use a variety of metrics and KPIs to gauge how a campaign is going and to see which influencer posts are popular and which aren’t.
How Many Influencer Marketing Software Clients Do You Need?
At this point, you’re probably thinking, influencer marketing software sounds pretty great, but will it really help me? Whether you have a handful of clients or are part of the marketing team at a large enterprise, influencer marketing software clients deserve the best service you can provide.
Perhaps you’re running a very small marketing company. Maybe it’s just you and fewer than 10 clients. You can still take advantage of influencer marketing software and the services it provides for influencer marketing software clients. For example, if you are working with small companies who want to partner with a locally-based, micro-influencer, you can use an influencer marketplace to connect your client with the ideal influencer. Using software in that way takes the hassle out of trying to find that perfect influencer on your own.
Small to Mid-Size
Maybe you’re a marketer who owns or works at a company that’s properly defined as a small or mid-sized business. You have more than a dozen clients, but you’re still under the threshold for a large enterprise business.
Influencer marketing software clients want to find the right influencers for their brands. You can use software to create list of ideal influencers for each of your clients and allows you to create separate campaigns for your clients. Compared to manually creating and tracking influencer campaigns, using software for each of your clients can save a lot of time and energy.
You’re working at a large enterprise company, with more than 250 employees and enough clients that you often lose count or enough clients that there are multiple marketing teams to handle each of their needs. You’ll definitely benefit from influencer marketing software, usually software specifically designed for the needs of big companies, such as a partner software.
Types of Clients That Work Best With Influencer Marketing Software
Are some clients better suited for influencer marketing and influencer marketing software than others? It really depends. Every industry, every product, and every service has its niche and has people who are looking for more information on it.
That means that really, pretty much any client can benefit from influencer marketing, even if their brand’s niche isn’t exactly one that’s super popular on social media.
In fact, when you think about it, niche topics or products might make more of a splash on social media and with influencer marketing that topics that are more popular. Beauty, fashion and “lifestyle” are crowded fields. It can be difficult to make one influencer stand out over the other in those areas.
You can see evidence of this in the engagement a post from a super popular “macro” influencer receives compared to the engagement a post from a less well-known, more niche micro influencer receives. While the micro influencer receives fewer overall likes or comment, he or she is likely to get a higher volume of likes or comments in comparison to the number of followers he or she has.
Signs It’s Time to Invest in Influencer Marketing Software
Size and subject shouldn’t determine whether you decide to move forward and invest in an influencer marketing software platform. Instead, here a few tell-tale signs that it’s time to invest in influencer marketing software.
Time is slipping away
It can often seem like there are just not enough hours in the day to get everything done. Using software to find and connect with influencers. It can also help automate some parts of the influencer marketing process to get you some hours back.
Parts of the marketing process are falling through the cracks
Maybe you’re great at finding influencers and creating campaigns, but things fall apart once it’s time for distribution or tracking. Using a software platform can help fill in any gaps in your process.
Oops! You forgot about compliance
The FTC is getting serious about cracking down on brands and companies that don’t disclose. If that’s been a problem or if you’re concerned, software can keep you in line.
You need help with payments
No influencer wants to wait for ages to get paid. Using software can ensure that your team gets paid in a timely manner. It can also help ensure you’re in full compliance with any tax rules and regulations.