Chances are, your customers are on social media. And while they might follow your brand account and even like a post or two, not all of them are buying. So, what’s the hold-up? The answer is, they’re likely waiting to hear from someone they trust to tell them they should buy from you, and they should trust your brand. But that someone isn’t you. And that’s where influencer marketing comes in.
For social media users, getting social means interacting not just with family and friends, but following top creators — influencers — in the spaces they’re interested in. These tastemakers and trendsetters have built a popular, credible brand by creating content they’re well-versed in, and in the process, recommending key products and services to their followers. Influencers are the someone that consumers trust: they’re super-consumers sharing five-star ratings, authentic product experiences, and honest reviews.
Let’s dive in and get a better understanding of influencer marketing and how it can help your business.
Whether it’s to recreate a look or try out a new recipe, influencers have immense power in shaping the customer journey. As a result, influencer marketing has grown to be one of the most effective ways to reach target audiences, particularly ready-to-buy demographics. And because of this, brands are increasingly turning to influencers to make this connection to customers.
Today, the most successful brands in Toronto are getting social, in all the right ways. This means going beyond brand content and ad buys to harness the power of influence. Simply, it’s all about getting the right people — real people with real stories — to join your cause and share what they love most about your products and services.
So if you haven’t yet, now is the time to consider influencer marketing, and learn how they can raise brand awareness, and ultimately, convert views and clicks to revenue.
Every digital marketing strategy is built around creating buyer personas: profiles of key customer segments that allow you to define their purchasing goals and motivations, and create strategies for catering to their needs. But a major blindspot in relying on buyer personas alone is failing to account for their hypothetical nature.
While buyer personas can be increasingly refined with sales data, it takes time to refine, test, and launch new campaigns. Meanwhile, influencer marketing can help cut through all that noise.
How? It’s simple. Influencers are followed by consumers shopping in various product niches. This means, they regularly interact with influencer content on these shopping recommendations, using these to inform their purchases.
A sponsored influencer post can quickly direct their followers to your website or landing page, connecting you immediately to a ready-to-buy demographic. Simply, influencer marketing eliminates the need for detailed audience targeting, since an influencer’s follower base comprises your target audience.
What’s your goal for working with an influencer? The success of every influencer campaign depends on having well-defined goals. Influencer marketing will no doubt deliver impressions, clicks, and social follows. But are these metrics aligned with your revenue targets?
Before working with an influencer, it’s important to define your campaign or goals. The good news is, you can tailor a campaign to deliver exactly what you need.
For example, if you’re launching a new product, then you’re going to want to lead with promo codes and discounts that an influencer can share. Then, you can track how many customers clicked on that link and used the code, allowing you to see how much revenue an influencer provided.
Similarly, if your goal is brand awareness, you can tailor your influencer marketing campaign around content, mentions, and shout-outs that will direct customers to your website or social channels. That’s the beauty of influencer marketing: you can set virtually any goal, and develop a campaign that harnesses the ready audience of the influencer you collaborate with.
How do you find an influencer? While it’s easy to see the top creators in your niche, it takes more than looking at their follower count to find out if they’re the best collaborator. Here’s where an influencer marketing agency comes in.
An influencer agency takes the hard work out of finding the right influencer for your brand, specific promotion, and campaign size. They regularly vet influencers in different niches and of varying audience sizes, from nano and micro-influencers to mega influencers.
Based on your campaign goals and budget, an influencer agency will recommend the right influencer with the best engagement stats. This means, you may not necessarily work with an influencer who has the biggest following, but that’s a good thing. An influencer agency is focused on setting up a collaboration with influencers who can deliver the best value for your campaign — ultimately, a highly engaged, ready-to-buy audience, so you can meet your revenue targets.
Now that you’ve set campaign goals and found the right influencer, it’s time to integrate them into your campaign. Influencer marketing offers tons of possibilities for launching the most successful campaigns. With the right influencer, you can tell your brand’s story and convert likes and clicks to actual revenue and lasting customer relationships.
While sharing product recommendation posts is probably the most common type of influencer campaign, there’s a lot more that an influencer can do in collaboration with your brand. They can also host Instagram Live and other live stream events, create an article or vlog, cross-promote content from your social channels, and share promo codes and other awesome deals for your latest product offerings.
Basically, an influencer marketing campaign can be structured in any way that meets your campaign and revenue goals, while building a lasting relationship with both an influencer and their audience.
Launching a new product, or want to maximize your social media reach? We can help. It’s time to reimagine your social media marketing strategy by introducing influencers. The reality is, shopping decisions always come down to trust. Customers know it’s your job to tell them what makes your product the best. Now, they want to hear it from someone else — someone who’s actually used them and trusts your brand.
At Consultus Digital, our influencer marketing agency works with an established network of influencers across various product niches. We take the hard work out of looking for the right influencer and developing a collaborative campaign. From vetting influencers and building a relationship with your brand, to campaign launch and tracking, we provide a full suite of influencer marketing services aimed at brand awareness and revenue growth.
Looking for the perfect influencer to partner with? Let’s talk about your influencer marketing strategy. Contact Consultus Digital, Toronto’s premiere influencer agency today.
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