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Article: How Micro-Influencer Marketing Can Bring Results Throughout the Customer Journey by Levin Vostell and Heidi Kärkkäinen

When done right, influencer marketing can be one of the most effective promotional methods for your company. Recommendations from other people have more power than traditional advertising.

Source: INFLURY's Influencer Industry Report (2019)

This is because people trust the opinions of other people more than those of brands.

Especially micro-influencers can generate a lot of trust and engagement. They are individuals who for example have an Instagram following between 5,000 and 100,000 people. Because they don’t have such a huge follower base, they
can offer an optimal engagement rate-reach ratio.

These micro-influencers are an important source of new product information, especially for young consumers. For example, according to a study by Morning Clinic in 2019, around half of Americans between 18 and 38 years old trust influencers more than advertising from brands. In our own German market study in 2019 that trust number was even higher, 35%.

Source: INFLURY's Influencer Industry Report 2019

Micro-influencers are also playing an ever more important part in the purchase decision process. According to our study, 16% of the interviewed Germans under 25 had bought products which were introduced to them by influencers. However, it has often been difficult to prove that one can create sales with influencer marketing due to lack of technical possibilities. But it is possible when it’s not just done as random, single campaigns.

Influencer marketing can be used through the whole customer journey from generating brand awareness, reaching new audiences, for generating sales and revenue, engaging existing customers, all the way up to assisting customer retention.

In this article we will explain to you how one single micro-influencer marketing campaign on Instagram can be used in all the aforementioned customer journey stages.

Generate brand awareness, trust & consideration with the influencers

Micro-influencer marketing works especially well for brand awareness. By collaborating with an influencer from the same niche as your product, you can reach an engaged audience that is potentially interested in your offering. With an influencer, you can benefit from the existing relationship between the influencer and their audience. You don’t have to start building a brand-customer relationship from scratch. You can transfer that influencer-follower relationship as trust for your own product and company. In this way, it is possible for you to convince people of the benefits of your product faster and easier than with your own advertising.

Start with a feed post and continue with a story. Photo credit: Maddi Bazzocco via Unsplash

Start with a feed post and continue with a story

Even though stories can generate more engagement and clicks to website than feed posts, don’t leave the feed posts out. They will stay in the feed way after the story is gone. So the brand message can be discovered again and
again.

Therefore, the influencer should start the campaign with a feed post. With it they can generate brand awareness by presenting the product in a stylish photo (or two) with an engaging caption.

In this post the influencers should have all the necessary campaign elements such as discount codes, campaign hashtags, and company mentions. They should also place the campaign website link as their Bio link and mention it
in the post as well.

The Bio link is a link you can put in your Instagram profile section. It is the only way to link outside of Instagram besides including a link in your Instagram Stories (only available to profiles with more than 10K followers).

However, people don’t click the Bio link that often. After seeing a photo on their Instagram feed, the person needs to first click the influencer’s profile and from there click the Bio link. Often people don’t want to click that much or they just don’t want to interrupt scrolling through their feeds. That’s why the story is needed.

A story can consist of multiple clips (individual stories) where the influencer can present the product from all angles. In the story the influencer should again tag the company, use the campaign hashtag(s) and add the link to the website as a Swipe Up link.

The Swipe Up link is important in generating sales as it invites people to go to the campaign website. Therefore, for sales-oriented campaigns, it makes sense to collaborate with micro-influencers with at least 10,000 followers because only they can use the Swipe Up link function in their stories.

Micro-influencer marketing is therefore especially beneficial for companies who don’t yet have 10,000 followers themselves. Through more popular micro-influencers these companies can generate more traffic to their websites through Instagram.

Generate sales with the campaign landing page and retargeting ads. Photo by rupixen.com via Unsplash

Generate sales with the campaign landing page and retargeting ads

The purpose of the feed post and the story is to get the viewer interested in the product and enough so that they click to the campaign website from where they should be given the final incentives to purchase.

Make buying easy with a conversion-optimized landing page

The following should be rather obvious but let’s repeat it anyway: the landing page needs to convince the visitor to purchase the product and enable them to do it quickly and easily. The product should be clearly presented in the beginning alongside its benefits explaining why the viewer should buy the product and why they should do it now.

Important is also “how” they should buy it. So a big, clear “Buy now” button together with an easy purchase process are needed.

Levin Vostell, Founder & CEO, Influry, Berlin.

Levin Vostell is the Founder & CEO of the Berlin-based INFLURY, which offers Automated Influencer Marketing through their own platform. In 2017 Levin founded the company together with his co-founder Roman. Today the company has managed over 500 campaigns across Europe with a network of over 3 million micro-influencers. Before founding INFLURY Levin worked with influencers through his own digital marketing and event agency

INFLURY GmbH

Pettenkoferstraße 4B

10247 Berlin

email: levin.vostell@influry.com

Web: influry.com

linkedin.com/in/levinvostell

Heidi Kärkkäinen, Content Marketing Manager at INFLURY

Heidi is originally from Finland but now calls Berlin her home. Her background is in digital marketing, and as a life-long passionate writer, she is now happy to take care of everything content marketing -related at INFLURY.

However, no matter how well the landing page is optimized for purchases, most of the visitors do not buy immediately.

Even micro-influencer marketing campaigns can’t guarantee a 100% conversion rate. So you’ll want to reach out again to the visitors who weren’t able or ready to buy immediately. You’ll want to convince them to return and finish what they started.

Catch the non-converted audiences with a retargeting ad campaign

People are not always ready to buy immediately, even when getting product recommendations from people they trust. Retargeting the influencer marketing campaign audience catches the people who need more time
before making a purchase.

When you have done an influencer marketing campaign, you don’t have to spend a lot of time creating the ads for the retargeting campaign. You can use the content from the influencers!

And by 'using the content' we mostly mean by using the influencers’ photos. The captions they have created might not work as such for the retargeting campaigns but of course they can give you ideas.

Just remember to get the influencer's consent to use their content after the initial campaign. Most likely you’ll need to pay extra for this but it will be worth the investment.

The most important audience for the retargeting campaign are the people who clicked the campaign landing page but did not buy. These people have already expressed their interest but for some reason were not ready to purchase yet.

You can also target your existing customers. People who have not bought from you for a while could buy again after seeing a product recommendation from an influencer. So the content from the influencers can also be used in the
last phase of the customer journey: customer retention.

Increase customer retention with the content from the influencers

This last step in the customer journey is unfortunately sometimes a bit neglected but it is actually one of the most important ones!

Of course, it's a lot cheaper trying to encourage current customers to buy more than it is to attract new customers, so taking care of your existing customers should be at the top of your list.

The micro-influencers can also help you in this last step. Just make sure the consent from the influencers applies also to your own digital channels.

Use the influencers content in your own digital channels. Photo credit: Sabrina-Merlina Biner (@sabrina_merlina)

Use the influencers’ content in your own digital channels and save time in content creation

Testimonials help to convince potential customers that your products truly deliver what they promise. And the content from the influencers is exactly that! You can take a quote from what the influencer has said about the product and put it on the product page..

You can also put the influencers’ testimonials in your newsletters to promote new or complementary products to your subscribers. Try for example cross-selling this particular product to the previous buyers of other, complementing products you have.

And obviously you should use the influencers’ content on your Instagram channel. Always share the stories (for this you don’t need any additional permissions as they should have tagged you), and repost the posts.

Content creation takes time and effort. By sharing the influencers’ content on your own digital channels you can easily and quickly engage your audience without spending time on the content creation.

In conclusion, micro influencer marketing can work throughout the customer journey. From brand awareness and reaching new audiences to sales generation and engaging your existing customers.

The creativity and the trust generated by the influencer should be put into use beyond a single campaign. In that way you’ll make sure it will lead to real, measurable results!

About INFLURY

Started in April 2017 by Levin Vostell, INFLURY offers automated micro-influencer marketing. Their data-driven technology and influencer marketing experts enable companies to promote their products via micro-influencers fast and cost-effectively while still staying true to their brand image. INFLURY's software-backed platform can identify more than 3 million influencers worldwide within different industries and niches. A company can book matching influencers for their campaigns based on factors such as demographics and gender, engagement rate and posting style. The platform also offers the companies a chance to analyse their campaign performance in real-time through a dashboard. All the additional campaign management such as content review and communications with the influencers are handled by INFLURY's campaign managers. They'll make sure that the campaigns will turn out exactly the way the clients wanted them to. A company working with INFLURY doesn't have to handle any of their influencer campaigns manually anymore, enabling results-oriented influencer marketing happen at a scale.

Website: https://influry.com