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Business CEO Amir Ben-Yohanan Shares His Thoughts on Influencer Marketing

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Business CEO Amir Ben-Yohanan Shares His Thoughts on Influencer Marketing

June 16
20:06 2022

In a recent interview, seasoned business leader Amir Ben-Yohanan sat down to share his thoughts on influencer marketing, the importance of brand guidelines, and the value of both to a brand’s social media strategy. 

To start, Ben-Yohanan discussed how important it is for businesses to create a brand guidelines document. According to Ben-Yohanan, having a brand-centered style guide is essential for ensuring influencers accurately represent the brand’s voice and values, providing a basline from which to initiate and develop all future brand-related communications.

Paying Influencers: What’s the Rule?

When it comes to paying influencers, Ben-Yohanan argued that businesses should consider the amount of overlap between each campaign. Ben-Yohanan noted that business leaders can squeeze more value out of their marketing budgets by identifying overlap. He added that he amount companies pay an influencer also depends on a number of factors, including timeframe, type of use, and geographic scope.

“When deciding on a cost per influencer, determine the market value of the product,” says Amir Ben-Yohanan. “COGS represents the cost of the product’s production. Influencers have varying degrees of knowledge about the market value of their product, and this will influence the cost per influencer. If the campaign is short-lived, you’ll likely have to pay more than once to obtain the desired result.”

The Role of Cost-per-Click

In the interview, Ben-Yohanan argued that while there are many different ways to measure marketing ROI, cost-per-click is one of the most notable. Depending on the platform and audience quality, said Yohanan, YouTube can cost you anywhere from $10 to $1,000 per video or more. 

Ben-Yohanan then offered tips for measuring your influencer marketing ROI:

“Consider how much content you’re willing to pay an influencer for,” says Yohanan. “Some social platforms allow influencers to produce posts in a variety of formats. Snapchat, for example, allows users to upload photos, videos, or text with a caption. More work means more cost, but it’s possible to use a high-quality influencer’s content as a paid ad.”

When selecting your profile picture,” says Amir Ben-Yohanan, “it is important to consider four things. First, it should be of a person’s face. Secondly, the photo should be in a bright, well-lit environment. Third, a 600-pixel wide photo will look great wherever it is posted. Lastly, it should be a photo of a professional-looking event, such as a conference, or a recent trip to the beach.”

Cover and Profile photo

According to Ben-Yohanan, brands can take their cover photos to the next level by creating a unique design for each platform. For example, if a brand is promoting a new product, it can use a cover photo that reflects the nature of your product. 

In addition, he says, brands can use an emoji on their cover photos to create a more memorable image. He adds that enterprising brand-builders can even use an emoji in their cover photo to represent an influencer, or use the company logo as a cover photo. Brands can also use their photos, he said, to discuss upcoming events, such as webinars.

Engagement levels

Later on in the discussion, Amir Ben-Yohanan adds that in order to measure the influence of an influencer, marketers should know how to calculate engagement level. Engagement rate, he says, is an important metric indicating the level of audience interest in a brand’s content. Depending on the platform, says Ben-Yohanan, It can be calculated in several ways, including engagement rate by reach (ERR), engagement rate by followers (ERF), and engagement level by post. 

But while high engagement rates indicate a high level of interest, says Ben-Yohanan, they don’t necessarily mean a high level of engagement.

“To calculate engagement levels, brands need to know how many people have clicked on their content,” said Ben-Yohanan. While impressions indicate the number of people who saw it, reach is more important to determine campaign impact. Compared to impressions, reach helps you determine if your content is click-friendly.”

Cost per acquisition

According to Amir Ben-Yohanan, the cost per acquisition of influencer marketing refers to what companies pay an influencer when they generate a lead. Influencers are paid per follower action, whether that’s purchasing a product or joining an email list. 

“When it comes to cost per acquisition,” says Ben-Yohanan, “the key is to measure the number of people influenced by each influencer’s posts. Using the same methodology involved in traditional marketing, he says, influencers can generate $6 worth of revenue if their content promotes your product or service.”

About Amir Ben-Yohanan

CEO and Founder Amir Ben-Yohanan is an accomplished business professional with marketing and administrative experience. Amir has been successful in the communications and real estate industry and currently serves as an executive entrepreneur.

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