Around 30% of consumers are more likely to purchase a product endorsed by non-celebrity bloggers than celebrities. And that’s exactly why using influencers in marketing makes sense. It can give your business that extra push and elevate your brand awareness and lead generation.
Consumers are turning a blind eye to the outbound marketing content they are inundated with on a daily basis. They are turning to influencers for product recommendations on whether something is worth investing in. This is reason enough for you to start using influencers in marketing.
Owing to the numerous benefits of influencer marketing, you’ll see a spike in your sales. Let’s take a look at these benefits which double up as reasons why using influencers in marketing can generate higher quality leads.
Influencers have the ears of consumers and hold a certain sway over their purchase decisions. They’ve achieved such a status by establishing themselves as experts in their respective domains. Their opinions matter to consumers because they’ve proven themselves to be trustworthy and credible.
Whether it’s through testimonials or endorsements, influencers lend you their voice by vouching for you. This adds credibility to your brand’s message. Thus people are more receptive to the idea of buying from you.
It is no wonder then that the ROI of influencer marketing is pretty high. For every $1 that businesses invest in influencer marketing, they get an average return of $5.20. This is one of the main reasons why so many brands are using influencers in marketing.
This tweet from lifestyle blogger Danielle casually name-dropping Postmates is a perfect example of how you can build credibility.
Needless to say, if influencers and customers are placing their trust in you, you shouldn’t disappoint. Provide them with exceptional service throughout and even after the sale process. Not only will this build brand loyalty, but these customers might even turn into strong brand advocates for you. This makes using influencers in marketing even more beneficial for your brand.
2. Improves Brand Awareness and Consumer Engagement
Using influencers in marketing can help you reach new and larger audiences. They leverage their audiences to market your products. And those audiences may, in turn, market or recommend your products to their circles.
Some influencers have audience sizes going into millions. Partnering with them will ensure that your message is communicated to this massive audience. This can help improve your brand awareness. Influencer marketing, therefore, has the ability to amplify and spread your brand’s message among thousands if not millions of consumers.
Influencers are normal people who’ve built a fanbase based on their interests and lifestyle. This is why their relationships with their followers are incredibly authentic. They serve as role-models who like to engage with their fanbase. They do so by asking their followers questions, replying to their comments, and acknowledging them via likes and shares.
If your goal is to get more engagement, you can still continue using influencers in marketing. In fact, micro-influencers have smaller fan-following but have exceptionally high engagement rates. This makes them a great choice for increasing engagement.
That’s why using influencers in marketing can also improve your engagement rate. So it’s not just the wide net they cast for you that makes a difference, but also their high engagement rates.
One of the biggest merits of using influencers in marketing is that your outreach will also be focused and relevant. Influencers all have their own specific niches for which they are known. Partnering with them allows you to access a very targeted audience.
For instance, if you’re selling apparel for plus sized women, your target audience would be plus sized women. So partnering with influencers who promote body positivity and fashion for plus-sized women would help you reach your target consumers.
Check out this post from Premme and Gabi, for example.
The point being, when your message reaches the right people, the likelihood of conversions is much higher. With warmer leads being generated as opposed to cold leads, your sales are bound to increase.
Of course, a lot of that is dependent on you finding influencers who align with your brand. The best way to do that is to use a platform like Grin that can help you find the right influencers and manage your campaign.
4. Better Search Engine Rankings
Your Domain Authority (DA) plays a significant role in determining your search engine rankings. The higher you turn up in search results, the more site traffic you are likely to see. The key to increasing DA is earning organic and high-quality backlinks. In fact, backlinks along with content quality are two of the most important ranking factors.
Luckily, if you’re using influencers in marketing, you can get high-quality backlinks from them. Not only will these links increase your site traffic, but more importantly, boost your SEO.
What’s more, the traffic that is coming from your influencers’ pages is mostly comprised of people genuinely interested in your services. Already warmed up for you, these are quality prospects ripe for the picking.
Using influencers in marketing can even improve your SEO due to the sheer influx of visitors. When an influencer shares information about your brand on social media, especially with a link, their followers might click on it.
Even if there’s no link, some of their followers may end up searching for you on their own. The increase in traffic can be a strong indicator for Google to push your website higher up in search rankings.
Providing valuable and informative content to your audience is a great way to get them interested in your offerings. Customers want to be able to make informed purchase decisions. They appreciate businesses that readily provide valuable information like product specifications, features, and more.
You can start using influencers in marketing your content too. All you need to do is involve your influencers in the process of creating the content. The easiest way to do that is to have them review your offerings and share their reviews on social media.
Product reviews and unboxings like the ones Marques Brownlee posts on his YouTube channel are a great example of brands using influencers in marketing. In addition to being informative, videos like these are more engaging and attention-grabbing. Statistically speaking, 60% of YouTube subscribers are likely to follow purchase advice from their favorite content creators.
Bonus Tip - Flip the Sales Funnel
Now that we’ve discussed why using influencers in marketing is extremely beneficial for your brand and to generate business leads, I do have one pro tip to add.
You know the traditional sales funnel? Where influencers create loads of leads for you and then filter them down to sales. It creates a lot of issues. While it generates a lot of exposure for you, it results in a few sales. Moreover, you alienate a lot of consumers by showing up in their feed despite their lack of interest.
Image via Medium
By using influencers in marketing and partnering with them, you can flip the funnel, as illustrated above. This is because influencers have a highly-engaged following and can easily connect with them.
This is especially true for micro-influencers, who tend to have higher engagement rates. While this doesn’t expose you to as many people, it’s exposing you to all the right people.
These are people who are more likely to purchase your product and share their love for it on social media. This creates a snowball effect as your brand message reaches more relevant audiences, you can convert these leads quicker. Look at the sales funnel this way and you’ll understand why influencer marketing is the way to go.
At the end of the day, the leads you generate and convert are what ultimately count towards business growth. You can start using influencers in marketing your products and services to achieve several different objectives.
But all of those roads lead to one thing - an increase in sales. And that is the primary motivation behind brands choosing to start using influencers in marketing to promote their products.
Of course, the degree of success varies with factors like the length of the campaign, type of influencer, and more. If you have any thoughts or other reasons why brands are using influencers in marketing, let us know through your comments.
Brian Mechem is CRO and Co-Founder of GRIN, the #1 software solution for direct-to-consumer brands who run influencer marketing programs. GRIN's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.