Influencer marketing or influencer marketing is a type of strategy carried out by brands that use influencers in a topic or sector to transmit a message and increase reach (reach). The annual study of social networks by IAB Spain states that 85% of Internet users follow influencers on social networks. 52% affirm that they influence their purchase decision. In addition, according to this Forbes article, more than 60% of brands worldwide have implemented influencer marketing in their strategies.
What is the benefit of influencer marketing?
Influence marketing has mainly 3 benefits for your business in terms of the effect on the consumer or potential customer:
It is authentic and reliable: it allows a direct and human connection between consumer and brand It's cheap: the consulting group Convince & Convert says that influencer marketing generates an average € 5.75 of revenue for every € 1 invested. Increase the reach or reach: the impact and the advantages are instantaneous.
What is the influence of this type of marketing on the consumer?
With influencers turning into direct customer experience testimonials about a product or service, identifying, analyzing, and tracking influencers has become an increasingly important challenge for brands with promoneum. With influencer marketing, you can reach the consumer more directly; normally, the user trusts the influencer, considering that he only accepts products following his values and gives his opinion on them. For this reason, companies with an insight-driven marketing strategy try to gather and analyze the messages of their users and their stakeholders to develop the profile of their key influencers, integrate them into their marketing strategy and thus increase their sales.
What makes an influencer trustworthy?
The influencer is the person who has an authority, legitimacy and / or a positioning and / or an audience (reach) important enough to:
Generate a high level of engagement with the members of your community. Persuade them to evolve towards a certain opinion about a certain concept, product or service. This evolution can translate into an increase in notoriety, the acquisition of new prospects, a first purchase, up selling (or additional sale) or attracting the attention of consumers in the “sleeping” phase.
We show you 10 ways to use an influencer marketing strategy that positively influences your business.
Influencer marketing and lobbying
Let’s start with an industry that has been using influencer marketing as a business strategy for a long time. The pharmaceutical industry sector is highly regulated, and advertising is prohibited, except for some non-prescription drugs. Lobbying and influencer marketing is the best practice in the industry.
One of Digimind France’s clients (a pharmaceutical laboratory) uses social listening to detect and contact opinion leaders and specialists in a therapeutic area such as pulmonology. The mapping includes both journalists from the specialized press as well as experts in pulmonology, professors and lecturers.
How did they detect influencers?
To detect this type of influencers, they monitored the name of the drugs related to this pathology and its closest branches (including competitors). And not just on social media. The company did a global online listening that included blogs, forums, and specialized press to detect those opinion leaders who were not present in the most common social networks.
Monitoring the Twitter accounts of specialists in the pharmaceutical sector allowed them to collect the most relevant insights on current affairs and new trends.
Once the insights were collected, they defined a series of keywords to carry out a second monitoring and thus detect new influencers in the sector.
In this way, the laboratory was able to:
Benefit from the network of specialists and opinion leaders who speak, advise and prescribe the medicines related to your market segment. Establish a close relationship with them. Use privileged information about these users to deliver more persuasive messages and generate engagement.
n their aspirations, you will be able to create a product more adapted to their needs and, consequently, influence their purchase decision.
For example, if you discover that your audience is interested in caring for the environment and reusing materials, you can do like the Baumm Tendenube that sells backpacks made from disused paragliding fabric:
Cultural values: the society behind our consumption
Each social group shares certain general beliefs (which are cultural values) about certain products that it consumes, and these values are spread mainly through family, friends, school and the media.
It is crucial to know them when defining your target audience because they will indicate towards which target it is convenient for you, in commercial terms, to target your product and, thus, start your business on a firmer basis.
Once you have defined it, you can implement different digital marketing actions, such as:
Social media campaigns where your followers recommend your brand to a friend. In this case, it could be in a contest format. Two × one style promotions, where your consumers can purchasepurchase your eCommerce with a friend and pay less. Campaigns where users see that their Instagram and Facebook contacts like your page.
Anchoring: the first impression is what counts
What is this strategy to influence consumer behavior about? Very simple: the customer makes his purchase decision based on the first information he receives. This means that if, for example, the price of your product is usually $ 3,000 and you lower it to $ 2,000 because it is on sale, your consumer will perceive it immediately, and it will seem like a great offer.
For this to work, the most important thing is to highlight the starting and discounted prices. Also, if you have an online store, you can add a label that says “Offer,” “Opportunity,” “Discount,” “Promo,” or any other word that catches the attention of your customer and leads him to the purchase.