Influencer marketing is one of the fastest-growing marketing methods. It is estimated to be a global industry worth over 10 billion dollars, and in Finland alone, nearly 30 million is spent on it annually. Influencer marketing has been very campaign-driven, but increasingly more brands are moving towards continuous influencer marketing. But how and why should marketers integrate continuous influencer marketing into their marketing strategy?
1. Customer acquisition through influencer marketing
Continuous influencer marketing is a good way to acquire traffic and sales to websites. Influencer marketing can be linked as part of an e-commerce growth engine such as search advertising or programmatic social media advertising. Customer acquisition through influencer marketing is an effective strategy for brands whose products are sold year-round and who need to stay continuously on the minds of consumers in their target group. It is particularly suitable for D2C brands or online stores. Customer acquisition through influencer marketing is especially practiced by digital service providers, online stores, and gaming companies.
2. Building awareness and brand building through influencer marketing
Just like any other marketing, influencer marketing can also be done on the terms of brand awareness and building. It is a good way to maintain visibility and build brand awareness through authentic and credible social media content. This is a smart strategy when you want to maintain continuous visibility and support, for example, marketing in retailer channels. This is particularly evident among FMCG brands.
3. Content production for the brand's own channels
Influencer marketing also enables agile content production for the brand's own distribution channels - social media accounts, advertising, and websites. Influencers understand social media and their social media channels are a ready portfolio for marketers to use. With influencers, you can produce cost-effective and local content, for example for a specific language area, instead of creating expensive local marketing materials. Content produced by influencers for their own channels should also be promoted in advertising or the brand's own channels. As long as you remember to agree on the details beforehand - this way the content will also better match its intended use.
Why and how to do continuous influencer marketing?
One of the key benefits of continuous influencer marketing is enabling significantly more efficient time management for the person responsible for the brand. A brand can create one influencer strategy to guide influencer marketing in a more long-term direction. This way, time and resources are no longer spent managing individual influencer inquiries, and work can be focused on implementing the plan with relevant influencers. After the initial planning work, what remains is finding influencers, managing collaborations, and approving content - and ultimately continuous measurement and analysis of results. For all this, companies can get help from, for example, an influencer agency, invest in influencer marketing technology, or alternatively hire their own in-house creator.
How to measure continuous influencer marketing?
Continuous influencer marketing enables continuous A/B testing of different influencers and collaborations. For example, an influencer's conversion in an online store can be tracked at both the action and channel level. When an influencer proves to be effective for the marketing plan, collaboration can continue and be further simplified by creating so-called ambassador agreements. Collaboration simplifies on both sides as the influencer gradually enters the brand's world. Longer-term collaboration is also more convincing to consumers. Over 60% of 15-34-year-old Finns and Swedes feel that ongoing collaboration between a brand and an influencer is more credible than individual commercial partnerships. So all parties benefit from good cooperation.
Good examples of leveraging continuous influencer marketing are offered by brands such as Gymshark, Ideal of Sweden, and BookBeat.
Did you get interested in continuous influencer marketing? business@troot.fi
