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What is the most effective way to use SEM data to inform influencer marketing strategies?

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Search engine marketing (SEM) is a powerful way to drive traffic and conversions to your website, but it can also help you find and collaborate with influencers who can amplify your brand message and reach. Influencers are people who have a large and engaged following on social media, blogs, podcasts, or other platforms, and who can influence the purchase decisions of their audience. Influencer marketing is a form of word-of-mouth marketing that can boost your credibility, awareness, and loyalty among your target customers. But how do you use SEM data to inform your influencer marketing strategies? In this article, we will explore four ways to leverage SEM data to identify, evaluate, and optimize your influencer partnerships.

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1 1. Use SEM data to find relevant influencers

One of the first steps in influencer marketing is to find influencers who are relevant to your niche, audience, and goals. You can use SEM data to discover influencers who are ranking well for your target keywords, who are driving traffic to your website or your competitors' websites, or who are creating content that matches your search intent. For example, you can use tools like SEMrush, Moz, or Ahrefs to analyze the keywords, backlinks, and traffic sources of potential influencers, and see how they align with your own SEM strategy. You can also use tools like BuzzSumo, Social Blade, or InfluencerDB to find influencers who are creating popular and engaging content on social media, blogs, or other platforms, and see how they match your audience profile and content goals.

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Kiryl Patachyts

Marketing expert with 10+ years of experience in digital marketing, branding, and events
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If you decide to use SEM tools to find potential influencers you should remember that these tools only predict users traffic based on keywords and search positions data from Google. Real figures can be different from what you see in the reports. So my tip is to select the top most interesting resources and ask for more information about traffic and users to compare both data sources.

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2 2. Use SEM data to evaluate influencer performance

Once you have a list of potential influencers, you need to evaluate their performance and impact on your SEM goals. You can use SEM data to measure the quality and quantity of the traffic, conversions, and revenue that each influencer generates for your website. For example, you can use Google Analytics, Google Ads, or Google Search Console to track the referrals, clicks, impressions, and conversions that each influencer drives to your website from their content or links. You can also use tools like UTM parameters, coupon codes, or landing pages to attribute and track the results of each influencer campaign. You can then compare the performance of different influencers and see which ones are delivering the best return on investment (ROI) and value for your SEM budget.

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Kiryl Patachyts

Marketing expert with 10+ years of experience in digital marketing, branding, and events
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Lead source analysis is the most important part of digital marketer duty, so why should it be different here? And the best way is to have an influencer join you in this difficult work. In addition to or instead of a direct fee discuss any bonuses from leads order quantity.

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3 3. Use SEM data to optimize influencer content

Another way to use SEM data to inform your influencer marketing strategies is to optimize the content that your influencers create and share with their audience. You can use SEM data to provide insights and feedback to your influencers on how to improve their content quality, relevance, and reach. For example, you can use tools like Google Keyword Planner, Google Trends, or AnswerThePublic to suggest keywords, topics, and questions that your influencers can use in their content to match the search intent and needs of your target customers. You can also use tools like Yoast SEO, Lighthouse, or PageSpeed Insights to help your influencers optimize their content for SEO factors like readability, structure, meta tags, images, loading speed, and mobile-friendliness. You can also use tools like Google Optimize, VWO, or Optimizely to test and experiment with different content variations and see which ones perform better for your SEM goals.

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4 4. Use SEM data to scale influencer marketing

The final way to use SEM data to inform your influencer marketing strategies is to scale your influencer marketing efforts and reach new audiences and markets. You can use SEM data to identify new opportunities and trends that you can leverage with your influencers. For example, you can use tools like Google Alerts, Google Discover, or Google News to monitor the latest news, events, and stories that are relevant to your niche and your influencers, and see how you can create timely and topical content with them. You can also use tools like Google Trends, Google Market Finder, or SimilarWeb to explore new keywords, markets, and audiences that you can target with your influencers, and see how you can expand your SEM reach and visibility. You can also use tools like Google Ads, Facebook Ads, or Instagram Ads to amplify and promote your influencer content to a wider and more targeted audience, and see how you can increase your SEM traffic and conversions.

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5 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?

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Olawale Olawepo

Growth Marketing Manager
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Use SEM data to identify high-performing keywords and competitor insights. Target influencers aligned with those keywords, creating content that resonates with the audience, boosting visibility, and engagement.

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What is the most effective way to use SEM data to inform influencer marketing strategies?

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3

4

5

1 1. Use SEM data to find relevant influencers

2 2. Use SEM data to evaluate influencer performance

3 3. Use SEM data to optimize influencer content

4 4. Use SEM data to scale influencer marketing

5 Here’s what else to consider

Search Engine Marketing (SEM)

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What is the most effective way to use SEM data to inform influencer marketing strategies?

1

2

3

4

5

1 1. Use SEM data to find relevant influencers

2 2. Use SEM data to evaluate influencer performance

3 3. Use SEM data to optimize influencer content

4 4. Use SEM data to scale influencer marketing

5 Here’s what else to consider

Search Engine Marketing (SEM)

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