6 Compelling Reasons to Include Influencer Partnerships in Your Digital Marketing Campaigns

Brandon Brown

Brandon Brown

With the evolution of social media, a new brigade of social media celebrities has emerged. From looking at ads and celebrities, consumers have moved on to making purchase decisions inspired by their favorite social media influencers.

They follow these influencers on Instagram, Facebook, YouTube, Snapchat, and other platforms. And they look to them for recommendations, as well as for advice, tips, and tricks.

For digital marketers, influencer marketing opens up a world of possibilities and opportunities. It opens up a new channel to connect with your customers directly and organically. Your brand can partner with influencers to create content with them or repurpose influencer user-generated content. This will help you amplify the message you want to convey while seducing your target audience, all without blowing your marketing budget.

With just a few smart strategies and hacks, you can squeeze every last drop of ROI from your influencer marketing campaigns, boost sales, and improve your bottom line.

Yet, influencer marketing is still pretty new. Many marketers are still hesitant to give it a try. In this post, we will outline the top reasons why you need to include influencer partnerships in your digital marketing mix.

#1: Influencers Hook in Your Target Audience Subtly

One of the biggest problems of traditional marketing methods like celebrity endorsements, TV/print ads, and even online ads is that they are incredibly pushy. Your audience knows that the product is being forced on them. This can put them off your brand and widens the gap between them and your products/brand.

A study by IAB (Interactive Advertising Bureau) found that nearly 27% of consumers use ad-blocking tools, and this number continues to rise steadily. This is a pressing concern for marketers – if consumers are blocking your ads, then you miss out on a chance to reach your marketing goals.

So a more subtle approach with influencer content is a great way to hook in your target audience. And if you’re going to run ads, make sure you use our guide to repurpose influencer-generated content for ads.

Brand Takeaways

With traditional marketing methods, you force your ads on the audience. But with influencer marketing, you spread your message through influencers, whom the audience follows willingly. The audience is eager for content from the influencers. This means the content is not perceived as pushy or spammy.

The audience loves influencer content (even sponsored posts) as long as it’s genuine and natural.

Kcstauffer instagram

Image via @Kcstauffer

@Kcstauffer is one of the most popular influencers on social media, and her posts with her adorable twin daughters get millions of views and likes. In this post shown above, you can see how the brand @nuna_usa partnered with this mom of two to promote their product. She helped promote the brand’s double stroller with the help of a giveaway. The astounding number of likes is a testimony to the success of this campaign.

#2: Influencers Lend Credibility and Authenticity to Your Brand

Successful social influencers spend a lot of time and energy to build a rapport with their audience. They work hard to win the trust of their followers. This isn’t something that happens overnight. They attract and engage with their followers, by providing them with useful and relevant content.

In return, followers begin to trust the influencers. They believe their recommendations and advice, and are more likely to act upon it.

Brand Takeaways

Trust is something that takes years to build. When you partner with social influencers, you get an incredible opportunity to leverage the trust of the influencer’s audience to work for your brand. You get a way to interact with their loyal audience. The result – better conversion rates and improved brand perception.

Here are a few numbers to support this claim:

  • A study conducted by Twitter revealed that consumers trust influencers as much as their friends. In fact, 40% of consumers revealed that they had made a purchase based on influencer recommendations.
  • Another study by YouTube showed that 6 in 10 subscribers are influenced by their favorite YouTubers while making purchases.

#3: Influencers Help Boost Your SEO

All businesses want to be on the first page of Google and other search engines. But, that’s easier said than done.

According to Search Engine Land, quality backlinks are the best way to boost your SEO. And, how do you get quality backlinks?

This is where influencer partnerships can come in handy.

Brand Takeaways

You can get quality backlinks by bringing social media influencers on board and getting them to link to your site. This has a double advantage – it not only improves your site traffic but also does wonders for your SEO.

Wendy Nguyen, the person behind the blog Wendy’s Lookbook, is a fashionista from LA. Each of her posts includes links to brands and shops from which you can shop her look. These are great backlinks and help to boost the SEO and traffic of the mentioned brands.

Wendy’s fashionistaWendy’s Lookbook

Image via Wendy’s Lookbook

#4: Influencers Help Boost Conversions

According to a 2017 study by Influencer Marketing Hub, brands earn an average of $7.65 for every $1 spent on influencer marketing. The study also stated that a whopping 81% of customers frequently purchase products recommended by influencers on social media.

The takeaway here is that influencer marketing doesn’t just boost your traffic and leads, but also leads to conversions.

Brand Takeaways

One common but effective way to boost conversions using influencers is to include a call-to-action in sponsored posts. For instance, influencers can provide a special discount code for people who comment, like, or share their post.

iskra instagram

Image via @iskra

@iskra is a popular model who has over 4 million followers on Instagram. She regularly partners with brands to offer giveaways and other special promotions for her fans. In the post above, you can see that she has partnered with luxury home brand @smithandnoble to give a free $500 gift card for one lucky winner.

#5: Influencers Provide Value to Consumers

With so much content available on the internet, why do you think people follow influencers? One of the main reasons why people follow influencers is that they believe they can get some value from doing so.

For instance, an influencer who is a baker regularly shares baking tips and tricks with their followers. Similarly, a fitness enthusiast will provide regular healthy living tips and other suggestions to their followers.

The key takeaway here is that people follow influencers to get valuable insights and other advice. According to a study by Influence Central, nearly 81% of consumers read product reviews before making a purchase decision.

Brand Takeaways

Leverage your social media influencer partnerships to provide more value to consumers. For instance, if you get an influencer to review or use your product, it would help your target audience make an informed decision. It’s a win-win situation for all those involved – the brand, consumers, and influencers.

The popular baking supply manufacturer, @Wilton, regularly partners with Instagram influencers. In such posts, you can see the influencers demonstrate a new skill or technique to their audience while using Wilton products.

This strategy has been followed by many companies

Here, the baking product giant has partnered with a pie-making artisan/social influencer, @thepieous, to provide users with tips on making pies for the upcoming holiday season.

Wilton instagram

Image via @Wilton

#6: Above All, It’s Budget-Friendly

Unlike regular marketing methods, which can be very expensive, influencer marketing is truly cost-effective. It is still one of the most inexpensive methods of marketing with high ROI. Also, you can repurpose influencer UGC to increase engagement rates and drive sales.

A study by Bloglovin’ stated that most micro-influencers charge less than $250 for a sponsored post on Instagram and Facebook. The average rate for branded posts on other platforms like Twitter, Snapchat, etc. is even less.

Bloglovin

Image via Bloglovin

Brand Takeaways

As a business, you can get started with influencer marketing even if you don’t have a huge marketing budget. In addition to the low cost, influencer marketing has plenty of other benefits like connecting you with a niche audience, generating quality leads, and driving more conversions. It also boosts brand value, and above all, increases your bottom line.

Influential Thoughts

As you can see, influencer marketing is one of the most effective ways to boost the performance of your marketing campaigns. It’s engaging, relevant, authentic, and revenue-generating. With that said, you cannot expect to see results overnight.

Like all other marketing methods, it has to be done organically and with the right strategies. Don’t forget to download our guide on improving your ROI with influencer marketing. An, if you have experienced any other benefits from influencer marketing, we would love to hear about them.

Please share your influencer marketing stories with us in the comments section.


Brandon Brown

Brandon Brown

Brandon Brown is the CEO of Grin, an influencer marketing software solution for brands. Grin’s software helps customers identify, recruit & activate the world’s most engaging influencers. Prior to Grin Brandon led marketing for the #1 energy drink market in the world, Los Angeles & Orange County, at Red Bull North America. He is an expert in consumer marketing and has extensive experience working with with the worlds largest brands to reach consumers through influencers, athletes, musicians and artists.

More by Brandon Brown