There are two primary goals of influencer marketing. The first is to generate real sales using the platform of the social media creators you market with. This is a short-term goal and something most companies prioritize.
Seeing instant ROI from your influencer marketing campaign helps justify your decision making. It’s a quantifiable result, a way to make sure your marketing strategy works.
The second goal of influencer marketing is to increase brand awareness. This is a less tangible and quantifiable ambition, but nonetheless extremely important.
What brand does your customer know?
Fire knowledge is the familiarity that consumers have with a product, service or business. It is not something that can be easily measured, but the value of consumers knowing and recognizing what you are trying to sell is enormous.
People very rarely buy products from a brand they have no affiliation with or knowledge of. It is much easier to sell something to people if they are already aware of who you are. According to the Content Marketing Institute, brand awareness building consistently ranks as the top goal for marketers of B2C marketers.
Influencer marketing is a major asset in this regard. Influencers with thousands of followers boost your brand to their large audience, many of whom value the influencer’s opinion highly.
Let’s take a look at why brand awareness from influencer marketing leads to conversions along the way.
Simply exposure effect
One of the key aspects of psychology of influencer marketing is the mere exposure effect. The mere exposure effect, to put it simply, is a psychological theory of human behavior that describes our tendency to develop positive emotions and preferences for things simply because we are familiar with them.
Recurrent exposure to something leaves a lasting impression on the brain, and the lasting expression is often interpreted as a feeling of trust. Micro influencer marketing agencies play on this effect. Especially when people follow a person who has become a brand ambassador, they will see recurring content that revolves around a company’s products or services.
Consistent exposure to a brand will lead to a positive association that can lead to conversions.
Positive exposure is how brand awareness works in general. Exposure to a fire has a lasting impact on a consumer. Although the effect does not pay off right away, the long-term benefits of showing your brand to consumers offer a serious potential for remodeling.
Loading consumers into the sales funnel
The very first phase of the sales funnel is discovery / consciousness. There are no shortcuts in this process. If you want to appeal to customers, the most important is the introduction. If consumers do not know you or understand your product or brand, there is no chance of a sale.
Although the first social post from an influencer does not lead to immediate sales, it still performs an important step in the sales funnel process: it raises awareness.
However, the sales funnel is a comprehensive process. Maybe someone clicks on the link from the influencer’s post, visits your website, subscribes to a newsletter, but does not buy. Maybe they read about your business and get to know your business, but do not buy. These are still great results for businesses because people go from uninformed about your business to qualified leads.
To measure the success of a campaign solely in dollars earned from sales is to overlook some important aspects of what influencer marketing provides. It provides a mass introduction, a way to show your brand in front of a large number of people and thereby lead them into your sales funnel. Even if consumers do not buy or access your website, at least now they know who you are and there is value in that.
Allows companies to reinforce core messages
The best thing about the fire awareness you get from influencers is how much influence you get on how it is dictated. You choose the product being marketed, the message being sent, and the influencer amplifying the message. This means that companies can amplify the best possible version of themselves to a massive number of consumers.
Influencers are people with large groups of devoted fans who invest in what they have to say. Using their platform means companies can see their brands reputation improved by affiliation. The value of brand awareness in influencer marketing cannot be overstated. A massive example of how important it is when the shoe company Shoes of Prey used YouTube influencer Blair Fowler for a giveaway promoting their product. The video had 750,000 views and an incredible 15,000 comments. The kicker? This led to Shoes of Prey increasing sales by 300%.
There is also a very potent impact that the reinforcement of your ideal message of social media celebrities has. Whether you use a micro-influencer or a mega-influencer, their followers are really invested in what they have to say. This is an important way to have a positive attachment to your brand that can lead to long-term growth.
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