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  • By Kayla Baratz

    Integrating Influencers to Maximize Target Customer Impact

    February 08, 2022 | About a 4 min read

    Social Media

    Integrating Influencers to Maximize Target Customer Impact

    By Kayla Baratz
    February 08, 2022
    About a 4 MIN read

    With nearly half of consumers reporting that they rely on the recommendations of influencers as part of their purchasing decision-making process (Linqia), brands across all industries have been considering adding influencer marketing to their marketing mix.  

    So where in your marketing activities might be best to consider integrating influencer marketing activities? And what tactics might you deploy to maximize their impact on your target customer?  

    Here are three areas that we think you should consider integrating influencers into your marketing mix.

    Awareness-Driving Activities 

    Influencers can quickly increase visibility of your brand to their audiences. Because of the trust and perceived expertise in their niche that the influencer has cultivated with this audience, these users are also more likely to recognize and purchase from your brand.   

    Give your influencer your product, let them use it, and tell everyone about it. 

    Consider Integrating Into:  

    • Brand Awareness Campaigns 
    • Product Awareness Campaigns 
    • Service Awareness Campaigns 
    • Product Launches 

    Potentially Deploy:  

    •  Affiliate Links – Allowing your influencer to make some sort of commission from what you’re selling will give them more of a drive to promote effectively. 
    • Early Access – By receiving the product or service prior to its release date, the influencer gains the social currency of exclusivity. They can trial it, share why it is great, what makes it stand out from already existing products, etc. By having the influencer create a sense of urgency to purchase the product, prepare for it selling out fast. 
    • Product/Service Development – The more invested the influencer is in the product or service the more they will promote it. This may be: 
      • A custom product/service that they can provide input on to make it more appealing to their audience 
      • Engaging the influencer as part of the R&D process   

    Trial, Purchase, Participation 

    Seen as a trusted expert by their audience, influencers’ recommendations and requests can drive engagement with your marketing activities.  

    Consider Integrating Into:  

    • Product Awareness Campaigns 
    • Service Awareness Campaigns 
    • Product Launches 
    • Promotions 
    • Events 

    Potentially Deploy:  

    • Promo Codes – By giving your influencer the rights to share a promo code with their audience, you have a better way to track the ROI of the influencer marketing campaign, drive engagement, and ultimately lead to higher interest in what it is you’re trying to sell. Additionally, by giving an influencer a personalized code, you are giving them the opportunity to make some money as well. 
    • Affiliate Links – Allowing your influencer to make some sort of commission from what you’re selling will give them more of a drive to promote effectively. 
    • Giveaways – By having an influencer help launch or promote a product with a giveaway, you are generating buzz and interest around the product. A prize acts as an incentive for the audience to engage and gain interest in what you are sharing. Also, it is a great opportunity to increase engagement and gain followers quickly, getting a lot more traffic to your brand’s page. 

    Disruption, Penetration  

    Influencers may be active and have a presence via channels and audiences that your brand is not. They also may be considered experts by their audiences in a niche where you are not a known entity. Influencers can help you gain a footing with your target customers.  

    Consider Integrating Into:  

    • Brand Awareness Campaigns 
    • Product Awareness Campaigns 
    • Service Awareness Campaigns 
    • Product Launches 

    Potentially Deploy:  

    •  Promo Codes – By giving your influencer the rights to share a promo code with their audience you have a better way to track the ROI of the influencer marketing campaign, drive engagement, and ultimately lead to higher interest in what it is you’re trying to sell. Additionally, by giving an influencer a personalized code, you are giving them the opportunity to make some money as well. 
    • Affiliate Links – Allowing your influencer to make some sort of commission from what you’re selling will give them more of a drive to promote effectively. 
    • Early Access – By receiving the product or service prior to its release date, the influencer gains the social currency of exclusivity. They can trial it, share why it is great, what makes it stand out from already existing products, etc. By having the influencer create a sense of urgency to purchase the product, prepare for it selling out fast. 
    • Product/Service Development – The more invested the influencer is in the product or service, the more they will promote it. This may be: 
      • A custom product/service that they can provide input on to make it more appealing to their audience 
      • Engaging the influencer as part of the R&D process   

    Seeing the Impact 

    Superb strategies, terrific tactics – you now need to be able to show your team and C-Suites the ROI of your influencer marketing activities, and to tie it back to business goals. Here’s how to determine the ROI of your influencer activities in your marketing mix.

      

    Kayla Baratz

    Kayla Baratz, an Influencer Specialist, has a strong administrative background paired with a creative mindset. She is passionate about having an out-of-the box approach while still being an efficient and successful marketer. She is a New Yorker (and a current Floridian) with a go-getter attitude and always looking for the next step forward. By having a keen aesthetic sense and an eye for quality content, she has proven herself as incredibly resourceful in all things influencer marketing.

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