Lead Generation Through Influencer Marketing
When people hop online to research a product they are interested in buying, they are often met with an overwhelming, and sometimes confusing, amount of information. All that information can make it difficult for a brand to get their product or service in front of a potential customer. It’s a competitive space but the reward for winning a customer’s first purchase can be huge. Numerous studies have shown that if a brand or company can get their product or service to a customer first, that customer tends to be loyal towards that particular brand for a lifetime.
One of the ways brands are helping to get their name in front of the eyes of customers is through loyalty programs and word-of-mouth marketing. In the online space, this kind of word-of-mouth marketing comes via influencers and their highly engaged audiences. This tends to create customers that frequently engage with your brand and who are more more likely to share their passion about your product or service with the people they know. The rise of influencer marketing gives brands an online social presence and, as such, has helped brands get their names to the customers they care about the most.
Yet most brands think that the only way to drive sales with influencer marketing is to work with those individuals who have massive social media followings; celebrities, social media icons, etc. But the rise of micro-influencers and their small, dedicated followings has changed things considerably.
While a micro-influencer does not have the larger social media following of a traditional influencer, they tend to have an extremely engaged and trusting audience. And because of their smaller audience, micro-influencers tend to offer their influence for some free products or services. Where traditional influencers like celebrities or social media icons tend to charge high rate for their influence, micro-influencers are a lot more cost-effective. This not only allows your brand to target a very specific, highly-engaged audience, but also to do so at a much lower cost.
FLIP THE FUNNEL OF INFLUENCE
It’s perhaps best to think of the benefits of a micro-influencer compared to a traditional influencer in terms of a funnel. Traditional influencers create a funnel of influence that has a wide top and a narrow bottom, whereas a micro-influencer creates the reverse. The traditional influencer will provide you with a tremendous amount of leads, and slowly filter those down to some sales. A social media icon with a large following will share your brand with his/her following, regardless of whether or not the majority of their audience may be interested in it. This can create a few problems. While your brand did get a ton of exposure and you did make a few sales, you also potentially annoyed or irritated a lot of people who did not want to see your product or service on their feed. This kind of sales and marketing outreach may associate your brand with a negative experience––something no brand wants. But when you flip the funnel of Go to the full article.
Source:: Business 2 Community