It is without question that influencer marketing has become one of the most critical aspects of a successful marketing strategy. Influencer marketing allows marketers to place their brands in front of more qualified target audiences, meaning that there is increased potential to convert browsers into buyers. With the advantages of influencer marketing, you can become more successful at converting users at the different stages of the sales and marketing funnel.
Influencing Awareness to Target Audiences
Thanks to social media, there is no doubt that consumers have drastically changed the way they interact with brands. According to Nielsen, users are now 5x more dependent on content than they were 5 years ago. This means that it is no surprise that influencer marketing can be very effective in the awareness stage of the funnel. In this stage of the marketing funnel, it is important to strive to increase brand awareness and engagement in order to create buzz around your brand. By carefully selecting the right influencers for your brand, you will be able to reach an audience that is more targeted for your brand.
Up-and-coming beauty startup Glossier took the market by storm with its army of marketing representatives. Instead of relying on celebrity influencer marketing, Glossier decided to build a team of marketing reps to build awareness for its new brand. This successful campaign resulted in Glossier tripling its growth in one year, with 22 products and over 800 shoppers a day at their NYC brick-and-mortar store.
More Social Traffic Could Mean More Web Traffic
After capturing your prospects’ attention, it is important to understand they will now be searching for the best solutions to their problems. In the evaluation stage, you’ll need to find tactics that show why your product is the best product for the consumer. Nielsen found that about 90% of consumers trust peer recommendations, meaning that influencer marketing could be very effective because influencers are usually seen as the bridge between business and consumers. With the correct influencer marketing strategy, you can convert your target audience and guide them through the funnel successfully.
In 2016, the Hawaii Visitors and Conventions Bureau teamed up with a couple of top Instagrammers to showcase and highlight Hawaii’s “secret spots,” in hopes that it would promote the island’s tourism. Their approach was to leverage aesthetically pleasing pictures of Hawaii to create a buzz on Instagram and other social media platforms. As a result, they reached 54% of all U.S. travelers and converted 65% of users who saw the campaign into planning a future trip to Hawaii in the next 2 years.
Influencer Marketing that Drives Purchases and Retention
Influencers have become the new sales associates. According to WWD, LikeToKnow.IT’s influencers network has driven $1 billion worth of sales in less than a year. This kind of result shows that by harnessing the power of influencers, businesses can find success in driving users through the funnel.
Top fashion brand Daniel Wellington strived to increase brand awareness and drive sales by leveraging social media. To achieve this, the company collaborated with a team of influencers to promote the brand by sponsoring giveaways and distributing special coupon codes. In 2015, Daniel Wellington saw a 214% increase in profits and is now one of the biggest fashion Instagram accounts.
Leverage the Advantages of Influencer Marketing
Influencer marketing has grown into an essential aspect of social media marketing. As it continues to grow and develop, so will its benefits and advantages. Like anything else in the digital era, it will take time and perfecting of methods that fit your business model to succeed. So, in this new year, consider how you can leverage influencer marketing in all of your marketing efforts.