Influencer marketing is here to stay as a full-fledged industry amounting to billions of dollars. Itʼs a fact that influencers deliver significantly than ads, and statistics have shown that over 94% of brands have profited from partnering with at least one influencer.
It has conveniently become trackable, quantifiable, and scalable. Brands and marketers can measure their impact by tracking social media impressions, reach, engagement, interactions, and so on. To make the best out of this dynamic advertising medium, brands tend to map out a stimulus for each stage in a buyerʼs journey that aims to attract consumers deeper down the sales funnel.
Over time, marketers understood that consumers tend to follow a consistent pattern until the purchase point. This is known as the sales funnel or the buyerʼs journey which plays out over and over again. These stages consist of Awareness, Interest, Decision, and Loyalty.
This blog covers multifaceted strategies available for impactful influencer marketing campaigns. By the end of the article, youʼll be equipped with the knowledge of how to apply your marketing plans along with each phase of the buyerʼs journey.
Influencers and Awareness:
1st Stage: Awareness (The first time buyers learn about the product)
Awareness plays an essential role in an influencer marketing campaign. This first stage consists of brands attracting their target audience who are most likely in need of their product. The exciting feature of the awareness stage is that consumers have no clue about the product or offer before. This is the perfect scenario for influencers to attract potential consumers the way brands want it.
The following key features will have to be creatively integrated into the influencer content:
– Captivating voice and storytelling material;
– Influencerʼs personal insights and experience with a product;
– Influencerʼs creative touch of integrating the product into their lives.
– Send out free products to influencers so they can test and communicate their first impressions to their audience;
– Partner with influencers for long-term creative product review campaigns that will exclusively run on their channels;
– Sponsor product unboxing and/or live reviews.
Influencers and Creating Interest
2nd Stage: Interest (Buyerʼs want to know more about the product you and your competitors offer)
Within the interest stage of their journey, consumers want to get to know more about products they have seen their favorite influencers promote. They start asking questions about the product, what it does, and how can it improve their lives?
This stage consists of consumers actively considering the product as a solution to their problems. Despite this, they are not ready to go out and buy the product right away. They are merely harvesting information that helps activate their buying decision. This includes reaching out to your competitors as well.
For starters, brands should have captivating answers prepared to quench their curiosity and influencers will have to use their creative voice to shine a spotlight on the brandʼs unique offerings. Influencers should craft their content to:
– Point out specific details about the productʼs features;
– Highlight key advantages;
– Tie-in personal situation where the product benefited them;
– Outline scenarios where the product will benefit their audience;
– Offer their personal experience with the product;
– Offer fascinating, personal insights about the product.
Interest Stage Strategies that Work:
– Have influencers create video tutorials, live videos, and photo reviews;
– Invite influencers to your product launch or offline event where so they can
share their experiences with their audience.
Influencers and Persuasion
3rd Stage: Decision (Buyers decide to commit to a brand)
This is the boldest phase of a buyerʼs journey. Consumers are equipped with the knowledge of all the ways the product can enhance their lives. Brand selection and what triggers it are important features in this stage.
Unique brand positioning and key differentiators emphasize that the product offers something its competitors donʼt. Attributes such as promotions, pricing, or upgrades are powerful instruments to justify purchase and loyalty to a single brand.
Influencers contribute more than sharing product links and talking about the brand and product. They can draw attention by stating prices, provide brief product differentiator analysis, and even compare the brand with its competitors. Content that will help consumers make that final decision should consist of:
– Special features and unique attributes that make the product a great investment;
– Hard to miss call-to-actions;
– Lead generation and sharing UTM links to a product page.
Decision Stage Strategies that Work:
– Instagram stories with the “Swipe Up” feature that redirects consumers to the productʼs landing page;
– Share discount coupons/codes;
– Hold giveaways and activities on influencersʼ pages thatʼll require the audience to participate
Influencers and Brand Loyalty
4th Stage: Loyalty (Buyers remain committed to the brand because they know theyʼre getting the best deal)
Statistics have shown that brands typically spend more on reaching out to new prospects than reactivating old customers. However, itʼs much easier to sure obtain recurring revenue than investing with new leads. The fourth type of content for a well-planned influencer marketing strategy is that of customer loyalty.
In order to keep clients engaged with a brand, influencers should deliver content consisting of the following:
– Tips and sneak peek on how to master the product once it’s purchased
– Positive product reviews and testimonials Loyalty Stage Strategies that Work
– Work out a long-term partnership with several influencers and appoint them as your brand ambassadors
– Plan product mentions in a variety of content throughout influencersʼ weekly content posts
About IH
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