How do you audit your influencer marketing for improvement?

1 Define your goals and KPIs

The first step to audit your influencer marketing is to define your goals and key performance indicators (KPIs). What are you trying to achieve with your influencer marketing campaigns? Is it brand awareness, engagement, traffic, leads, sales, or something else? How will you measure your success and progress? Depending on your goals, you will need to track different metrics, such as impressions, reach, likes, comments, shares, clicks, conversions, revenue, or return on investment (ROI). Make sure your goals and KPIs are SMART: specific, measurable, achievable, relevant, and time-bound.

2 Analyze your influencers and content

The next step is to analyze your influencers and content. Who are the influencers you are working with, and how do they align with your brand values, audience, and goals? How do they perform in terms of engagement, reach, and credibility? Are they authentic, trustworthy, and influential? How do they communicate with their followers and with you? You can use tools like BuzzSumo, Traackr, or Upfluence to find and evaluate influencers based on various criteria. You should also review the content they create or share for your brand. Is it relevant, creative, and consistent with your brand voice and message? Does it follow your guidelines and best practices? Does it generate positive sentiment and feedback?

4 Identify your strengths and weaknesses

The fourth step is to identify your strengths and weaknesses. What worked well and what didn't in your influencer marketing strategy? What were the best practices and the pitfalls? What were the opportunities and the challenges? You should conduct a SWOT analysis (strengths, weaknesses, opportunities, threats) to evaluate your influencer marketing performance and identify the areas where you can improve or leverage. You should also benchmark your influencer marketing against your competitors and industry standards, to see how you stand out or lag behind.

5 Implement your action plan

The final step is to implement your action plan. Based on your audit findings, you should create a clear and realistic action plan to improve your influencer marketing strategy. What are the specific actions you need to take to achieve your goals and overcome your challenges? How will you allocate your resources, budget, and time? How will you monitor and adjust your influencer marketing activities? You should also communicate your action plan to your influencers and stakeholders, and get their feedback and support. You should also review and update your action plan regularly, to keep up with the changing trends and expectations of influencer marketing.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?