The trend topic of Influencer Marketing has been running at full blast for a good two years now, and the bloody noses of disappointments and lamentations are just as swollen as the purses from the handful of successful cases, which are constantly gushing around the net. One thing in advance: Yes, you can successfully polish brand, image and even the online shop with influencer marketing. Yes, you can even get better performance than with Facebook Ads. But the strategy for sustainable success may look a little different than expected.
From our experience a good creative concept is indispensable if you do not want to end up as a flat product placement in the top marketing failures of the week. Just google for Milka , Bifi or Coral : Here you can see the result when working without concept and with nothing but blind trust.
Second, an influencer campaign stands and falls with the right selection of brand ambassadors.
What good are all the followers if they just fall in love with their idol but are not interested in the sponsor’s high-priced products? What good is the blog post if it just hails spelling mistakes and the text sounds like a masked SSV ad?
Your customers love you. Make something out of it!
Experience has shown that the subject of authenticity is quickly forgotten when it comes to short-term campaigns and the fast euro. Which makes it a clear task for agencies and advertisers to pay even more attention to quality. For example, by climbing down the hierarchy ladder and taking not only micro-influencers seriously, but their own customers, the so-called nano-influencers.
Who could be a better brand ambassador than your own satisfied customer?
Unfortunately, in most marketing plans, customers do not matter at all, as more than 80 percent of the budget is spent on acquiring new customers, even though 80 percent of sales are generated through existing buyers.
Some brands have now rethought. They are now actively turning to loyal brand lover.
Maybe then there are only 2,000 followers who can be reached with one measure. But senders and recipients can be sure that the medium is serious about them. It may be that not every client is born for referral marketing, but fewer and fewer fans have a problem with publicly professing “their” brand. They would feel reassured and valued by the resonance on the brand side.
My advice is therefore: Get in touch with your most loyal fans and customers, and work out mechanisms to bring this excitement into new networks. This is not going to cost the world but just a little shake up on the famous 80/20 formula. And that’s good!