The value of utilizing performance-based marketing agencies

Influencer marketing is becoming an important part of the advertising mix for both direct-to-consumer and e-commerce brands.

Very few of these brands have implemented full, in-house influencer marketing departments.

This can often be the result of limited resources, prioritizing product development, user experience, and customer service over the hiring of niche marketing roles.

In most instances, brands do not need to develop their own internal influencer marketing teams. Performance-based marketing agencies offer a wide variety of client services in this space.

There are many reasons to utilize performance-based marketing agencies. We’ve narrowed the list down to highlight the most valuable resources performance-based marketing agencies have to offer.

Access to historical performance data

When it comes to influencer marketing, it’s important to remember, “Not to judge a book by its cover.”

On the surface, an influencer might seem like the perfect fit — but experts can help brands understand the content beneath that cover, and identify optimal partnerships.

Performance-based marketing agencies frequently work with a variety of influencers that offer access to a diverse audience.

As a result of these partnerships, agencies amass a wealth of historical performance data around engagement rates, audience demographics, customer acquisition and sales goals.

Vetted (and scalable) marketing strategies

Performance-based marketing agencies are constantly testing new social strategies on current and emerging platforms.

The result of identifying optimal markets, allows agencies to implement scalable models rooted in result-driven strategies.

Access to quick-to-market, successful strategies provide brands the ability to establish an immediate return on investment.

Support from a robust infrastructure and network of resources

Performance-based marketing agencies have highly adaptable infrastructures that allow them to apply successful strategies quickly and dominate a variety of categories.

These agencies also have direct access to unique resources that many start-up brands may lack. This includes relationships with social media platform representatives and key providers of emerging e-commerce tech solutions.

Performance-based marketing agencies are solution providers

Agencies are able to solve problems quickly and stay ahead of the curve in advising brands about upcoming changes to social media platforms.

Many of these changes are related to algorithm variations or new feature launches that may directly impact growth opportunities.

Cost- (and time-) efficient

Brands that work with experts at performance-based marketing agencies spend less time and money creating and implementing strategies that work best for them.

As a result, brands can earmark funds toward proven approaches — an invaluable advantage for startup companies with limited resources.

This means brands can spend less time internally on acquiring customers, and more time on product development and customer retention strategies.

Developing (and sustaining) relationships with influencers becomes easier

For brands, creating long-lasting relationships with social influencers can become a difficult process to handle independently.

Working with performance-based marketing professionals with years of talent management experience, allows brands to focus on the growth of their business.

Agencies share in the relationship-building process, limiting the time that brands must dedicate to a traditional management model.

As a result, brands are able to build long-term influencer marketing campaigns and strategies that provide sustained value over time.

Brands are able to focus on sustained plans for the future

Performance-based marketing agencies have dedicated brand and influencer teams.

This allows them to spread their resources and focus on what’s currently working. Most importantly, agencies have the internal capacity to explore future opportunities.

For brands in the constantly evolving influencer marketing space, having a forward-thinking partner is key.

Working with performance-based marketing agencies that lead with innovative techniques offer brands a competitive edge, and a more sustainable, successful future.

Dan Albert has more than 10 years of experience in the performance-based marketing agency space. Find his previous articles here and get in touch at [email protected].