Influencer marketing can be used throughout the customer journey, making it one of the most effective promotional methods for your company.
Recommendations from other people have more power than traditional advertising. This is because people trust the opinions of other people more than those of brands.
Especially micro-influencers can generate a lot of trust and engagement.
These individuals are an important source of new product information, especially for young consumers. And people are, across the globe, also buying products which they have seen promoted by influencers.
Influencer marketing is not only for generating brand awareness or only for generating sales and revenue. It can be used through the whole customer journey, from brand awareness to sales generation and even all the way up to customer retention.
In this article we will show you, also through customer cases, how this can be done.
Generate brand awareness, consideration and website traffic
With an influencer you can benefit from the existing relationship between the influencer and their audience. You don’t have to start building a brand-customer relationship from scratch.
You can transfer that influencer-follower relationship as trust for your own product and company. It’s thus possible for you to convince people of the benefits of your product faster and easier than with your own advertising.
Start with a feed post to generate brand awareness
Even though stories can generate more engagement and clicks to website than feed posts, don’t leave the feed posts out. They will stay in the feed way after the story is gone. So the brand message can be discovered again and again.
Therefore, the influencer should start the campaign with a feed post. With it they can generate brand awareness by presenting the product in a stylish photo (or two) with an engaging caption.
In this post the influencers should have all the necessary campaign elements such as discount codes, campaign hashtags, company mentions and the Bio link.
The Bio link is a link one can put in their Instagram profile section. It is the only way to link outside of Instagram besides of including a link in the Instagram Stories.
People however don’t click the Bio link that often. That’s why the story is needed.
Download our case study to see how it works in action
Learn how Krups, a German electronics manufacturer, reached 5 million people with micro-influencer marketing
Continue with the the Story to get people to visit your website
It can consist of multiple clips (individual stories) where the influencer can present the product from all angles.
In the story the influencer should again tag the company, use the campaign hastag(s) and add the link to the website as a Swipe up -link.
The Swipe up link is important in generating sales as it invites people to go to the campaign website. Therefore, for sales-oriented campaigns it makes sense to collaborate with micro-influencers with at least 10 000 followers. Because only they can use the Swipe up -link function in their stories.
Micro-influencer marketing is thus especially beneficial for companies who don’t yet have 10 000 followers themselves. Through more popular micro-influencers these companies can generate more traffic to their websites through Instagram.
Generate sales with the campaign landing page and retargeting ads
The purpose of the feed post and the story is to get the viewer interested in the product. And enough so that they click to the campaign website.
From there they should be given the final incentives to purchase.
Make buying easy with a conversion-optimized landing page
The following should be rather obvious but let’s repeat it anyway: the landing page needs to convince the visitor to purchase the product and enable them to do it quickly and easily.
However, no matter how well the landing page is optimized for purchases, most of the visitors do not buy immediately.
Even micro-influencer marketing campaigns can’t guarantee a 100% conversion rate. So you’ll want to reach out again to the visitors who weren’t able or ready to buy immediately.
You’ll want to convince them to return and finish what they started.
Catch the non-converted audiences with a retargeting ad campaign
When you have done an influencer marketing campaign, you don’t have to spend a lot of time creating the ads for the retargeting campaign. You can use the content from the influencers!
And by using the content we mostly mean by using the influencers’ photos. The captions they have created might not work as such for the retargeting campaigns. But of course they can give you ideas.
Just remember to get a consent from the influencers to use their content after the initial campaign. Most likely you’ll need to pay extra for this, but it will be worth the investment.
The most important audience for the retargeting campaign are the people who clicked to the campaign landing page but did not buy. These people have already expressed their interest but for some reason or another were not ready to purchase yet.
You can also target your existing customers. People who have not bought from you for a while could do it again after seeing a product recommendation from influencers.
Thus, the content from the influencers can also be used in the last phase of the customer journey: customer retention.
Download our case study to see retargeting ads in action
Learn how Catch by Ebay generated a 205% ROI with micro-influencer marketing
Increase customer retention with the influencer content
It’s of course a lot cheaper trying to encourage current customers to buy more than it is to attract new customers. So taking care of your existing customers should be at the top of your list.
The micro-influencers can also help you in this last step. Just make sure the consent from the influencers applies also to your own digital channels.
Use the influencers’ content in your own digital channels and save time in content creation
Testimonials help to convince potential customers that your products truly deliver what they promise. And the content from the influencers is exactly that!
You can take a quote out of what the influencer has said about the product and put it on the product page.
You can also put the influencers’ testimonials to your newsletters to promote new or complementary products to your subscribers. Try for example cross-selling this particular product to the previous buyers of other, complementing products you have.
And, quite obviously, you should use the influencers’ content on your Instagram channel. Always share the stories (for this you don’t need any additional permissions as they should have tagged you), and repost the posts.
Content creation takes time and effort. By sharing the influencers’ content on your own digital channels you can easily and quickly engage your audience without spending time on the content creation.
As you can see, micro influencer marketing can be used throughout the customer journey. From brand awareness and reaching new audiences to sales generation and engaging your existing customers.
But don’t just take our words for it. See the case studies from the campaigns we have done and learn, how versatile influencer marketing really is.