When a business or brand invests in influencer marketing, they have a well-defined goal. They want to leverage the following of a social media influencer. However, what they aim to get out of it is something they need to decide themselves. A brand could either use an influencer’s following to create more awareness around who they are and what they do or they could try and convert their followers into legitimate customers.
Before you start wondering how to reach out to mega influencers or how to identify micro influencers, here is something more important that you should know. There is a big difference between using an influencer to create greater awareness around your brand or getting their followers to buy your products or avail of your services.
Your expectations as a brand will determine the kind of campaigns you design or the steps you take while engaging in influencer marketing. If you want to collaborate with an influencer to create more awareness around your brand, you should know that it could take a while for the conversions to happen. However, if you want immediate conversions, you have to put together a campaign that leads you to the influencer’s followers buying your products or paying for your services immediately.
One of the simplest ways to get more conversions through an influencer is to create lucrative offers and promote them. As a brand, you have to design offers that you think will attract your target consumers. The awareness around the existence of such offers has to be created by the influencer. When the influencer creates posts or talks about the offers through their social media feed, it will generate a lot of attention among their followers.
It is common knowledge that a product or service gets a lot of interest if a compelling offer is attached to it. The offer, however, has to appeal to the consumers. What the offer would be is something you have to decide as a brand. You could either offer a product at a very high discount or attach a special gift with it. You could also give the consumers an opportunity to buy two products at the price of one.
There are several other ways in which an influencer can ensure that some of their followers turn into your customers. Offering incentives to followers is one of the effective ways to turn them into customers. The influencer can organize a fan-meet for those who buy a product offered by the brand. The brand also has the option of sharing an affiliate link with the influencer. If the followers buy the product using the affiliate link, it will enable the influencer to earn a commission as well.
Before you read up on how to identify micro-influencers, it is imperative to make sure that the influencers you plan to collaborate with enjoy a certain amount of credibility. Influencer marketing will yield positive results only when you choose to collaborate with influencers whose followers look at them with a sense of trust and confidence.
When an influencer endorses a product, there is a good possibility of its sales rising. However, in today’s times, one comes across many influencers who promote every product under the sun in exchange for a fee. When they promote bad products as good, their followers start losing faith in them. Collaborating with such influencers will not help your business in any way.
You can build a sense of trust in your target consumer base by creating content that is authentic and does not feature any misleading information. When this content is shared by influencers, who are known to be credible, it will reach out to a large number of people and result in conversions as well.
Every influencer has their own identity and style. While creating content, you need to be sure of the fact that it will suit the sensibilities of the influencer. The content has to be in line with the kind of material the influencer is known to generate in the past. You could also seek the help of the influencer while creating content. It is very important for both parties to be on the same page as far as the content is concerned.
Social media call-to-action or CTAs can be best described as prompts that are designed to get followers into action. To put it in simpler terms, when an influencer asks their followers to do something, like buy a product or try out a service offered by a brand, it is referred to as a call-to-action.
The brand is expected to make a decision on the kind of CTA an influencer has to integrate into their posts. Whatever the influencer does has to be dictated by the brand. Sometimes, the brand gives the influencer an affiliate link to share with their followers. Most of the time, a product is offered at a discounted rate through such affiliate links. The influencer asks their followers to click on the link and avail of the opportunity to buy the product at a discounted rate.
These days, a lot of influencers come up with creative ideas while trying to integrate CTA into their posts. Many a time, influencers inform their followers about a lucrative offer that is about to expire in a day or two. This creates a sense of urgency in the followers and they end up buying the product immediately. Social activism is another way through which influencers incorporate CTA.
Conversion rate can be best described as a percentage that is used to evaluate or analyze the performance of a marketing campaign. After you launch a digital marketing campaign in collaboration with a social media influencer, you must work towards measuring it or tracking its performance.
There is a simple formula to measure conversion rates. You have to take into account the total number of conversions and then, divide it by the number of visitors. If you want accurate data on various aspects of an influencer marketing campaign, you can get in touch with a professional digital agency.
When you are a small business and want to see growth quickly, you must consider collaborating with influencers who can convert some of their followers into your customers. While you can come up with ideas to increase the conversion rates, the influencer can also help you increase the sales of your products and demand for your services.
