The Value Of Brand Ambassadors Vs. “One And Done” Customers

pexels-photo-216490

By Courtney Moser

 

“True influence drives action, not just awareness.”

This quote from marketer Jay Baer illustrates a major difference between long-term brand ambassadors or advocates and one-time customers. Are you driving action or just awareness? What about your influencers? The key lies in your brand objectives and campaign strategy. Determining your intentions for an influencer marketing campaign will set the stage for everything that follows.

If you’re focused on pushing a specific product through a short-term campaign, for example, you’re likely to end up increasing awareness with one-time customers. But if you enter into a campaign with the idea that you’re building a relationship with influencers and connecting with future customers, you’re more likely to gain brand ambassadors and see long-term results down the road.

In fact, a recent study found that building brand ambassadors is the most effective influencer marketing strategy. Why? It takes us back to the basics of influencer marketing: the reason that its thriving over more traditional ads and methods. Effective influencers have an ongoing relationship with brands they admire and purchase from personally – increasing authenticity and trust with consumers (and ideally, future brand ambassadors!).

Influencer marketing isn’t just about selling products or services right now, it’s about increasing brand awareness, brand affinity and intent to purchase in the future. And this is done by way of meaningful connections with influencers and consumers (with mutually beneficial value) through quality content and genuine engagement.

“At its core, influencer marketing is the latest iteration of word-of-mouth marketing. You like something, you tell two people, they tell two people and so on,” said Find Your Influence founder Jamie Reardon.

The best influencers drive action – they spur their readers and followers to do something, rather than just listen. These actions vary, from following the brand online to clicking to their website to making a purchase to recommending the brand to more people. That wealth of possibilities illustrates the power of influencer marketing: Ultimately, the influencers you work with will become brand advocates or ambassadors, and inspire consumers to become them as well.

How can you help your influencers drive action? It goes back to your brand objectives and campaign strategy – make sure you’re giving them value and content worth sharing. And of course, choose the right influencers to represent your brand. Partnering with influencers you admire and trust – who bring something fresh to your brand – will make a long-term relationship easier.

“Businesses turn influencers into ‘brand advocates’ by providing them with personalized experiences that motivate them to share positive brand impressions with others,” as said in this MediaPost article.

By now, it should be clear why we recommend working with influencers who can deliver long-term results and inspire consumers to become brand advocates – instead of just “one and done” customers. After all, who doesn’t want long-lasting success?

If you have more questions about influencer marketing campaigns and strategy, don’t hesitate to reach out to the Find Your Influence team here.

Read More

How to Win Fans and Influence Consumers: Find the Right Influencers

Startup Stock Photos

 

By Courtney Moser

It’s not what you know, it’s who you know.

Or is it? At FYI, we’d modify this piece of professional wisdom to read “It’s what you know and who you know,” but that wouldn’t be nearly as catchy. So instead, we’ll have to settle for explaining why both knowledge and connections matter in the world of influencer marketing.

Did you know, for example, that 92% of consumers turn to people they know for product or service referrals? And when it comes to retail research, 60% of consumers said they’ve consulted blogs or social media before shopping or making a purchase. This knowledge is critical in order to understand the importance of influencer marketing. You have to connect with the right influencers to be in front of the right eyes at the right time; to increase reach, awareness and engagement.

Ultimately, the goal of influencer marketing is to turn your influencers into brand advocates. To do this, you have to have a solid grasp on your own audience and know as much as you can about them: how old are they, what kind of blogs do they read, what are they interested in, and of course, why would they want your product or service? Then, you can connect with influencers who have similar interests, goals and high-reaching blogs or social platforms.

An influencer’s audience demographics should align with your target audience. Having this commonality provides a great starting point for cultivating an authentic relationship. Of course, relevance is just as important when it comes to content.Once you’ve found influencers who seem to fit with your brand, you should research their content and social networks. High-quality content is key when individuals are aligning themselves with your brand publicly. You want them to not only be creative and engaging, but professional and relevant as well.

So, how do you find the right influencers?

  1. Know your own audience
  2. Research their audience and content
  3. Add value and cultivate relationships

Don’t forget – this is all about relationships. It’s not just about brand sales or numbers, but adding value for influencers and consumers. As Forbes says: “When you select an influencer to work with, start by making an investment in them. Give them something worthy of sharing with their followers beyond samples and a product shot.”

Ready to learn more? Check out our best practices series here.

Read More

How to Win Fans and Influence Consumers: Pick the Right Social Platform

twittercoffee_blog_EDIT

By: Courtney Moser

Quick, how many influencers are on Instagram?

Trick question! It’s not that simple: it depends on your brand, products, campaign goals, audience and overall mission. So while the answer for one company may be “all the influencers!” for others, it may be very few.

Before choosing which social media platforms you’ll utilize for your influencer marketing campaign, it’s important to understand the demographics and purpose of each one. Who is your target audience and what social networks are they on? Where does it make the most sense to reach them? Examples are shown below from Sprout Social statistics:

Facebook: This social platform has evolved throughout the years from a college friends network to include almost everyone. 87% of adults between the ages of 18-29, 73% of adults 30-49, 63% of adults 50-64 and 63% of adults 65+ use Facebook.

Instagram: More than half of Instagram’s main users are 18-29, and the platform is increasing in popularity as visual elements become more important: The average engagement per Instagram post has grown by 416% over two years (2015).

Twitter: Similar to Instagram, the largest demographic using Twitter is adults ages 18-29. Their users skew female and mostly urban dwellers. On-the-go, localized tweeting can be valuable for marketers: 80% of Twitter active users are on mobile.

Of course there’s also YouTube, Snapchat, Pinterest, Periscope, and many more – but the highly popular networks above illustrate the span of demographics and users. If your brand wants to make an impact with consumers between the ages of 50-64, for example, your best bet for a successful promotion is Facebook. Or, if you want to market a new product to a younger female who lives in an urban area, make Twitter part of your strategy.

There will definitely be network overlaps, but more often than not, it makes sense to focus on a select few for campaigns – even if your brand has a presence on all of them. A video campaign on YouTube and Facebook Live, for instance, will require a different strategy than an image caption content on Instagram. And a trending hashtag may be more meaningful on Twitter or Instagram than other networks.

If you’re working with influencers in your campaign who are bloggers first, then you can ask them to share their blog content on the social platforms that make the most sense for their medium and audience. One influencer may be more photo-focused and have the most followers on Instagram, while another may have the strongest following on Facebook. This is something you’ll have to discuss upfront with your blogging influencers and factor into your campaign goals and analysis.

Now that you’re ready to pick your social platforms, what’s the next step in your influencer marketing campaign? Learn more in our best practices series here.

Read More