Every marketer has their little tricks up their sleeves when it comes to promoting their brands. Usually they follow by the same general model, adapting the same practices to different projects, or to fit certain needs. There is nothing wrong with this method, but it won’t work if you don’t add in new ways of marketing as they become more successful with customers.
Influencer marketing is a clear example of this thought in practice. Social media has been a powerhouse in promotion for years. But where that new means of marketing meets more traditional forms of endorsement advertising has been growing, though many people are still shaky on how to properly apply it to their campaigns.
Why Influencer Marketing?
Businesses keep doing the same mistake again and again: They discover a traffic generation strategy (in the vast majority of cases that’s Google search) that works for them, start growing exponentially and then instead of reinvesting into discovering more growth opportunities they keep feeding from that single source until it stops working for them.
Unlike most of online marketers may think, Google search is not the only source of traffic and awareness. There are more ways to generate clicks and sales:
The power of word of mouth should never be underestimated. People buy from people and via people’s recommendation. That is where the power of influencer marketing comes into play.
Influencer marketing is essentially the newer form of celebrity endorsement. We all remember sitting around Saturday morning and seeing a commercial for Proactive come on the screen, with a flawless skinned A-list actress trying to convince us that she had a problem with acne at some point in the past.
Think of influencer marketing as a more down-to-earth, simple version of that idea. You are taking the equivalent of celebrities in the digital realm (YouTubers, social media stars, bloggers, etc.) and having them push your brand into the spotlight. They endorse you to their fans which can be in the literal millions, and you reap the benefits.
The bigger of those benefits is creating a solid, trusting customer base. That base includes the influencer(s) that you have managed to snag. It is a mutually beneficial relationship that can vastly increase your conversions.
How To Boost Conversions with Influencer Marketing
Now that you understand why influencer marketing is so great, we can start looking at ways to incorporate it into your campaigns and get those conversions really growing. These are by no means exhaustive, but consider them your starting point. It won’t be long before you begin to see results, and can build on them.
Know Your Influencers Well
There is no point in trying to target an audience, much less find an influencer to help you do so, if you don’t really know who you are talking to. Before you begin you need to really understand the demographic you are catering to. Not just who they are, where they live and the basics (age, gender, education and income level, etc.). You need to know what they want, need, and don’t even realize they need.
Who do they watch you YouTube? Do they prefer Netflix or Hulu? Do they use Tumblr? Reddit? Facebook? Snapchat? Instagram? Do they like dogs or cats better? Do they put ranch on their pizza? It might seem like overkill, but the better you know your audience the more direct your trajectory will be when finding the perfect influencer to reach them.
Talking to your audience is almost always the first step to understanding them better. I’ve always been an advocate of surveying tools to help you better understand your niche community. Moreover, surveys provide so many opportunities beyond the obvious audience research. For example, you use them to actually build connections with influencers (by providing them with various perks in exchange for taking the survey). And afterwards, you can turn the results into a solid linkable brand asset and invite all the participating influencers to spread the word. That’s what Moz has been doing, quite successfully, with their “Search Engine Ranking Factors“:
- Invite niche influencers to participate
- List those influencers as contributors on the landing page
- Build trust and turn your brand into the niche knowledge hub which, in turn, brings more conversions because buyers now know who they are buying from:
Featured tool: I know there are a few obvious surveying tools out there but I’ve recently discovered Wyzerr which is probably new for most of the readers. It lets you build fun interactive quizzes that are actually enjoyable to take, so you are likely to get many more responses with it:
Work out a Flexible and Effective Rewarding Strategy
I have just mentioned perks above and this is something you need to put some thorough thought into.
I am approached by so many companies on a daily basis: they invite me to check their tools out, participate in expert interviews and compete their surveys. Sadly, there are so few companies who actually get the “rewarding” part.
Don’t get me wrong: Not all influencers will insist on being rewarded. Most of them will simply want you to be polite. No one likes being used. Never demand.
That’s why I emphasized being flexible in the heading above. Don’t go to each influencer with the same cookie-cutter approach: Some of the influencers will want to be paid while others will get offended when you offer them a pay. Some possible perks include:
- Exclusive access to your tool;
- Free trip to your conference or meetup;
- The opportunity to get featured together with other prominent niche influencers, etc.
Don’t miss the opportunity to thank your influencers after your campaign is wrapped up. Simply sending out a thank-you card or a branded coupon card can go a long way. It can very cost-effective too. Stock photography can come for free (here’s a good list) and designing a card is easy with sites like Canva.
Remember a proper “Thank you” notice is yet another opportunity to engage those influencers in sharing your brand around. As an example, here’s me sharing Buzzsumo’s gift basket because I was truly surprised and excited:
There will be different rewards for different influencers, so there needs to be a tool that could help you manage the process properly. Salesmate helps organize and scale your influencer onboarding. It lets you clearly see which step of influencer onboarding your managers are at and what works for different influencers in terms if incentives:
Salesmate integrates well with all my favorite apps too, so it’s nice to be able to keep everything under one roof.
Important note: When working on your rewarding strategy, keep in mind the legal aspects of online endorsement. Kerry O’Shea Gorgone gave a solid outline of disclosures influencers should be using when endorsing anyone online:
Learn The Power Of Micro-Influencers
You don’t have to always be looking to get the guy who has a million Twitter followers to promote your brand. How about the gal with 100k? Or that teen blogger who has managed to build a steady ad-revenue through their beauty blog? Influencers come in all sizes, and that is where micro-influencers come in.
They don’t have the reach of the most popular social media mavens, but they have a dedicated audience and are often easier to secure. Plus you can build a relationship with them that goes beyond just marketer/talent.
It all comes down to how engaged their community is rather than how many followers they have managed to build!
You may also want to up your social media engagement by investing in Facebook ads and target your influencers’ followers. You’ll be sure to generate many more leads from your advertising campaign if you incorporate your influencers’ identity (logos, pictures) into your display advertising. Of course, you need to get influencers’ permission first.
Aim Higher: Focus on Building Loyalty
Brand loyalty is always a must, and influencer marketing really helps you to build it. They already have a relationship with their audience, and they are putting you forward as trusted within that relationship.
You are reaching them through someone they already know they can and should listen to. If you can prove to them that trying your brand out was a positive decision then you have a chance to hooking them for life.
Influencer marketing campaign shouldn’t really focus on the actual ROI (conversions or sales). There’s much more to it: The long-term goal should be to build trust which always results in a natural increase in conversions.
Building a brand ambassador program is a natural extension and a goal of an influencer marketing campaign.
Jeff Bullas (speaking of influencers) did an awesome breakdown of how you can use brand ambassadors by utilizing visual content.
There are many different ways that we can market our brands. Conversions are the natural conclusion to those efforts, and so we tend to be tangled up in the bigger picture. Breaking it down into smaller aspects of each campaign we can see where every piece fits into the whole.
Influencer marketing may not be the sandwich, but it is at least the cheese between the slices of meat. It adds something real and effective where that final push was lacking. You can vastly improve your conversion rate with the right influencers driving interest.
Do you have any tips for using influencer marketing to boost conversions? Let us know in the comments!