Generating leads is a cumbersome task. Even the coolest product will turn out to be a failure if you don’t market it the right way. And by marketing it the right way, we mean making it visible to a massive audience.
And who has a massive audience? You guessed it – influencers.
Let’s look at some fun stats, shall we?
- Almost 50% of consumers depend on influencer recommendations.
- 60% of consumers have been influenced by social media or blogs while shopping at a brick-and-mortar store.
- 70% of teenagers trust influencers more than celebrities.
- Influencer marketing campaigns earn more than $6 for every $1 spent.
As a result:
- Nearly 60% of beauty and fashion companies engage in influencer marketing.
- More than 65% of marketers promote content with the help of influencers.
- Marketers spend between $25k and $50k on influencer marketing campaigns.
- More than 70% of marketers believe influencer partnerships are good for business.
- By 2020, the influencer marketing industry is expected to reach $10 billion!
But why are consumers turning away from outbound marketing content and starting to rely on influencers when it comes to product recommendations?
Because influencers are more interesting to people than brands. Influencers are genuine and can easily breach the gap between a company and its target audience.
Influencer marketing is rapidly growing in popularity as a tool that is affordable and generates quick results. If you can partner with influencers in your industry and have them promote your brand, you’re very likely to get more leads. And if you’re not so sure how to do it, we have a few tips to help you.
How to Improve Your Lead Generation with Influencer Marketing
1. Choose the Right Influencers
When it comes to choosing the right influencer to promote your brand, first, you need to find an influencer that has very engaged followers and second, you need to make sure that the influencer aligns with your brand.
Remember, in influencer marketing bigger is not always better. That is, a bigger following doesn’t guarantee better results. Very often, influencers with a smaller number of followers (known as ‘micro-influencers) have higher engagement rates than bigger influencers. The smaller follower base allows them to build more personal relationships. As a result, they’re considered relatable, genuine and are great for lead generation.
Macro influencers (i.e. influencers with a large number of followers), on the other hand, will definitely provide a massive reach but their audience is much less engaged and less likely to trust their recommendations.
Daniel Wellington is known for favoring influencer marketing over any other marketing strategy. the Swedish watch-maker is collaborating with influencers with different styles, which allows them to reach a big number of consumers in different demographics. In a recent Instagram campaign, micro-influencers included discount codes in posts as incentives to attract new customers.
Ok, that’s cool. But what is the magic number of followers that makes an effective micro-influencer? A study conducted by Markerly determined that influencers with 10k to 100k followers will provide an ideal combo of reach and engagement.
However, you also need to ensure that the influencer you choose is relevant. He or she needs to align with your brand’s values and share a similar sense of aesthetics. For instance, if you’re in the cosmetic industry, you can’t have a food influencer promote your products. It just doesn’t make sense!
Look for influencers who are experts in their field. Go through their blogs and posts to ensure they have genuine knowledge and passion for what they do. This will also help you avoid getting stuck with fake influencers.
2. Let the Influencers Do Their Job
Once you decide which influencer(s) you’re going to collaborate with, inform them about your brand core values, objectives, and your expectations. Then step aside and let them do their job.
Influencers understand their audience and know what kind of content would be most effective to promote your product. Authenticity is what makes influencer marketing so successful and people seem to want authenticity more than ever. If the content looks too promotional or insincere, both the influencer and your brand will lose your audience’s trust.
3. Focus on Instagram
Did you know Instagram has 1 billion monthly active users? Well, almost 40% of the active accounts with more than 15k followers on Instagram are influencers. This is enough to make Instagram a powerhouse platform and the most effective channel when it comes to lead generation through influencer marketing.
The platform offers multiple ways to grab prospects’ attention and generate leads such as IG stories, giveaways, reviews, and discounts.
Coca Cola collaborates with the travel and foodie micro-influencer Miette Dierckx who has about 36.000 followers on Instagram. Miette frequently posts happy images of her everyday life while enjoying Coca Cola, which ensures a strong appeal to her target audience without compromising her authenticity.
4. Ask for Reviews and Testimonials
As influencers’ relationships with their followers are based on trust, when they say that a product is good, people will believe them. So, reviews and testimonials from influencers are great for increasing your authority and creating a buzz around your product.
To leverage this strategy for lead generation, make sure to feature their reviews on your website’s homepage (like Marucci Sport does) or on a separate testimonial page. You can also include testimonials and reviews in your email newsletters to grab people’s attention, or you can include them in your ads. Another idea is to combine influencer reviews with an affiliate link or a discount code to act as incentives and encourage followers to make a purchase.
If done the right way, influencer marketing can be a very powerful tool for generating leads.
The key to a successful influencer marketing campaign is finding the best influencers. Approach the influencers and motivate them to work with you. Focus on building trustworthy relationships with them and allow them creative freedom. This will help you achieve results that surpass your expectations.