What types of brands are a good fit for The Outloud Group? For brands that are interested in calculating what sort of results they might see from influencers, we have built an internal calculator that weвЂ™re happy to share with brands who contact us. When we look at the measurement of campaigns, itвЂ™s through this lens that we both recommend investment and evaluation of influencer marketing campaigns. In a third-party research report that we commissioned, we discovered that for every one attributable conversion, at least three more unattributable conversions will occur. As a result, itвЂ™s important to measure it in a full-funnel way. Even if a creatorвЂ™s content is great at driving conversions, the same content can also be highly effective at driving greater awareness and consideration among your target audience. The most important thing to understand about measuring influencer marketing is that it is a full-funnel channel and needs to be measured like it. How do we approach the measurement of influencer marketing? We assemble a weighted collection of vetted creators based on a mix of influencer size and reach engagement metrics, and historical performance. In general, we typically recommend a portfolio approach (a mix of influencer sizes) that is tailored to the clientвЂ™s target audience and goals. Some brands are only interested in immediate conversions while others recognise the long-term benefits of influencers that can improve brand affinity and reach. From there itвЂ™s important to find clarity on your brand goals. What do they know about their customers? What are their demographics? What are their hobbies? The better you understand your audience, the better you can identify some good influencer candidates. The biggest key to choosing the right influencers is really understanding your brand partner. How do you go about choosing the right influencers? This has allowed us to build a superior network of talented creators that we know are far more likely to drive results for our brand partners. The greatest thing about our history in the influencer space is that weвЂ™ve been able to work with an incredible amount of creators in that time. Starting in 2008, Outloud was an early mover in the podcast influencer marketing space and in the years since have expanded to all major channels, evolving into the 60+ full-service influencer marketing agency that we are today.

The Outloud Group is a veteran of the influencer marketing industry. First of all, please can you give us an overview of The Outloud Group and what you do. Thank you for taking the time to work with us on this Q&A. Talking Influence chatted with David Hoos, B2B Performance Marketing Manager at directory listed agency, The Outloud Group to find out more about what they offer and how you can get involved.

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