The continued use of technology and stiff competition have made it necessary to use non-traditional methods of brand marketing. The internet is full of online shops that use digital marketing to introduce their brand in new markets. In trying to increase your sales volume, you can enlist an influencer to promote your brand on platforms where they have a strong presence.
What is Influencer Marketing?
Influencer marketing is the selection of an influential individual to market your brand to their followers. The particular individual usually has a significant following on various social media platforms. They have their followers’ trust hence will trust the brand even to the point of purchasing the product. Influencers have the potential to reach ten times more people than other methods of digital marketing.
How Does Influencer Marketing Complement with Other Marketing Strategies?
When using this marketing strategy, it would be more successful if you include a link to your website on the influencer’s page. You can give discounts to anyone who uses the link to purchase the product. The same link will also be used to track how much sales you make through the influencer. Using the link also aids in remunerating the influencer by giving them a commission for every purchase made.
Make Potential in marketing your Products through an Influencer
Marketing your product using a marketing influencer has several benefits that will convert to more brand awareness and sales. The following are three benefits of influencer marketing.
1. Establishes Brand Credibility
Endorsements through word of mouth have more credibility than an ordinary advertisement. When an influencer recommends a product to their followers, they trust the product more. Also, customers feel that they can hold the influencer accountable if the product is below expectations. This is one of the reasons that an influencer must first verify the credibility of the product before its endorsement.
2. Generate Conversions
After creating brand awareness, you want to convert followers to customers. Take advantage of impulse buyers by creating a channel to make the purchase. You can do this by offering coupon codes and offers that the influencer shares with their followers. This encourages followers to purchase the product even without planning to benefit from the offers. Coupon codes or affiliate links are also helpful in tracking the effectiveness of the influencer in making sales conversions.
3. Boost SEO Rankings
When the social media influencer provides links to your website, it is evident that search engines will rank you higher. This is because of an increase in visitor traffic to your site. When your website has a high ranking on search engines, it will keep you ahead of your competition. This benefit is enabled by your website, appearing among the top search results when people are searching for your product. The strength of the social media presence of your brand also helps create a perception of your brand by Bing and Google.
Break Potential of Influencer Promotion
Before you settle on an influencer to market your brand, you need to carry out due diligence on the influencer. People have followers for different reasons, some of which do not appeal to other people. Find out why the influencer has a massive following before you enlist them to market your brand. The following are three negative ways that marketing using an influencer can impact your brand or business.
1. Loss of Credibility
When you engage an influencer to market your product, you should have an agreement that they should not be seen using your competitor’s product while still in contract with your company. For example, when promoting mobile phone A, they should not be seen with phone B from another company. If they are seen in public using phone B, it means that they do not trust phone A; this is a potential negative impact of influencers on any brand. The influencer should have faith in the product they are promoting before pushing it to other people. Let them use it and give you honest feedback. This will aid you know how she or he will promote it .
2. Poor Impact
Some influencers have no experience in brand promotion, and they do not disclose this fact to the brand owner. The way the influencer promotes the product ends up discouraging people from purchasing it instead of making them buy. For this reason, the brand owner should be keen when cultivating the perfect influencer for their brand promotion. The influencer has to connect with the product to convince his or her followers to purchase the product. Consumers are intelligent as they can tell when the influencer is not emotionally connected with the brand.
3. Negative Brand Image
This comes down to the personality and morality of the influencer. It is prudent first to find out if the influencer’s beliefs, either on religion, social preferences, or political affiliations, conflict with your target audience. Find out the type of people who follow the influencer as they also play a role in promoting your brand. Each person who purchases the product through the influencer can bring in another customer by word of mouth. The opposite is also true if they do not accept the brand as they will speak negatively about the product and also give negative reviews on your website. People tend to believe each other therefore you should be cautious when getting an influencer for your products.
One of the methods of how to communicate brand through influencer is to create relevant content for the specific platform. Also, enlist the influencer as the brand ambassador if they are bringing in more customers. Making them brand ambassadors will make them loyal to the brand, where they will work towards maintaining the brand.
Also, provide links to your website on the influencer’s social media promotion platform. This will bring visitors to your site where they will get the opportunity to learn more about your products and company. Here, they can learn about other products that the company provides, such as older versions of the same product.