Influencer marketing has two primary goals. The first step is to generate real sales through the platforms of the social media creators with whom you market. This is a short-term goal that most companies prioritize.
The ability to see immediate ROI from your influencer marketing campaign helps to justify your decision-making. It is a measurable result that allows you to be confident that your marketing strategy is effective.
The second objective of influencer marketing is to raise brand awareness. This is a less tangible and quantifiable goal, but it is crucial nonetheless.
What Brand Does Your Customer Know?
Consumers’ familiarity with a product, service, or business is referred to as brand awareness. It’s not easy to quantify, but the value of consumers knowing and recognizing what you’re trying to sell is enormous.
People rarely buy products from a brand with which they have no association or familiarity. It is much easier to sell something to someone who already knows who you are. Building brand awareness is consistently ranked as the top goal of marketers by B2C marketers, according to the Content Marketing Institute.
Influencer marketing is a valuable resource in this regard. Influencers with thousands of followers promote your brand to their large following, many of whom value the influencer’s opinion.
Let’s take a look at why influencer marketing leads to conversions in the long run.
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Mere Exposure Effect
The mere exposure effect is a key component of the psychology of influencer marketing. Simply put, the mere exposure effect is a psychological theory of human behavior that describes our proclivity to develop positive feelings and preferences for things we are familiar with.
Repeated exposure to something leaves a lasting impression in the brain, and this lasting expression is frequently misinterpreted as feelings of trust. This effect is exploited by micro-influencer marketing agencies. People who follow someone who has become a brand ambassador 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.
Overall, positive exposure is how brand awareness works. A consumer’s exposure to a brand has a long-term impact on them. Even if the immediate impact does not pay off, the long-term benefits of having your brand displayed to consumers provide significant potential for future conversions.
Enters Consumers into Sales Funnel
The discovery/awareness stage is the very first stage of the sales funnel. In this process, there are no shortcuts. The most important aspect of appealing to customers is the introduction. There is no chance of a sale if consumers do not know you or understand your product or brand.
Even if an influencer’s first social post does not result in immediate sales, it still accomplishes an important step in the sales funnel process: it raises awareness.
The sales funnel, on the other hand, is a lengthy process. Perhaps someone clicks on the link in the influencer’s post, visits your website, subscribes to a newsletter, but does not purchase. Perhaps they read about your company and become acquainted with it, but they do not purchase. These are still good results for businesses because people go from being unaware of your company to become qualified leads.
Measuring a campaign’s success solely in dollars earned from sales ignores some critical aspects of what influencer marketing offers. It serves as a mass introduction, allowing you to show off your brand to a large number of people, bringing them into your sales funnel. Even if customers do not buy or visit your website, they now know who you are, which is valuable.
Allows Businesses to Amplify Core Messages
The best part about the brand awareness you get from influencers is how much control you have over how it is dictated. You select the product to be marketed, the message to be sent, and the influencer who will amplify the message. This means that businesses can present the best version of themselves to a large number of customers.
Influencers are people who have a large number of devoted fans who are interested in what they have to say. Businesses that use their platform will see their brand’s reputation improve as a result of the association. In influencer marketing, the importance of brand awareness cannot be overstated. A huge example of how important is when women’s shoe company Shoes of Prey used YouTube influencer Blair Fowler to promote their product through a giveaway. The video received 750,000 views and 15,000 comments. The clincher? It resulted in a 300 percent increase in sales for Shoes of Prey.
Furthermore, the amplification of your ideal message by a social media celebrity has a very powerful impact. Whether you use a micro-influencer or a mega-influencer, their followers care about what they have to say. This is a critical step in establishing a positive association for your brand, which can lead to long-term growth.