Brands that use influencer marketing to grow their business benefit in several ways. Some marketers look to drive sales with their messaging, while others want to reach new audiences and grow their reach. By creating a successful brand awareness campaign, your company can move hundreds of new leads down the pipeline so you can grow your business with new customers. Let’s look at the intersection of social media and brand awareness to show how influencer marketing can benefit your brand.
Expose Your Brand to New Audiences
One of the main benefits of influencer marketing is the ability to get your brand in front of new people. If you only have 1,000 followers on Instagram, then you are limited to reaching those same 1,000 people each time you post. However, if you work with five influencers, and they have 2,000-10,000 Instagram followers each, you have the potential to reach over 50,000 people.
While you will likely see some overlap between the people who follow you and the ones who follow your influencers, you will still be able to reach a significant number of people outside of your immediate social circle.
The entire goal of brand awareness campaigns is to reach new people. The people who already follow your brand on social media know who you are, have likely bought your products before, and are considering buying from you again. While you can use your social clout to drive sales from repeat customers, you also need a steady stream of new people. Reaching audiences who are unfamiliar with your brand will create a fresh stream of leads that are hard to get anywhere else.
Establish Trust and Credibility in Your Brand
Fewer people than ever trust brands online. A recent survey by Olapic found that 76 percent of internet users said they are more likely to trust content shared by “normal” people than by brands. If you are having trouble growing the following of your social media page, then you’ve experienced firsthand the effects of this trend.
Audiences know that it is in your brand’s interest to only paint your brand in a good light. If customers want real information about the pros and cons of your products, then they will go to a seemingly unbiased source. This is why technology blogs and makeup tutorials are so popular. People turn to these experts for information about which brands they think are best.
By working with influencers, you can get endorsements from these trusted sources. More than 92 percent of people say they trust word-of-mouth recommendations. If you can find influencers to promote your brand, then more people will think your products are high-quality and worth a try.
Receive Endorsements and Reviews From Fans
When an influencer posts about your products, their fans and followers can build up momentum around your brand by sharing their thoughts and insights about what you offer. For example, if a travel influencer posts about visiting Sydney as a sponsored post from the Australian Tourism Board, their fans can jump in and offer their favorite things to do in the city or share why they want to visit.
One influencer endorsement can lead to dozens of positive comments and reviews from customers and fans. However, companies do have to be aware of the flip side of this brand awareness campaign: People can also leave negative comments and reviews. You may end up receiving backlash if your products and services don’t do exactly what influencers say they do.
Test Different Graphics, Slogans, and Media
Influencer marketing is a great way to test the waters and see what people think about your brand. If you’re considering a rebranding or want to test different media to see how fans respond, tap into micro influencers to see what their audiences have to say about it.
Micro influencers are people who have around 1,000 followers. They tend to have highly engaged fan bases because they know many of their followers personally. By testing a few graphics or slogans with these fans, you can see what audiences like and what they don’t.
Reinforce Your Brand Messaging
Once you find a brand message that you like, start spreading it around the web through your influencer campaigns. Most marketers still follow the “Rule of 7,” or the idea that a customer needs to engage with your brand messaging seven times before remembering it.
Instead of pushing your message across the web through your own channels, spread it with the help of a brand awareness campaign created by social influencers. They can help make an already catchy message more engaging, meaning more people will remember your brand and choose it again in the future.
Influencer marketing has the power to expose your brand to new audiences while establishing your products and services as the best in your industry. See how Intellifluence can boost your brand awareness and help you achieve your digital marketing goals.