Brands testing influencer marketing often fall down because they forget a basic marketing principle – multiple touch points.
It’s not enough for the majority of your potential customers to see or hear about your brand or product once, they need to several points of contact before they part with their hard earned cash.
You need a constant presence in front of your target customers and build up your brand’s profile to make the most of the channel.
If you use influencers correctly, they can provide a cost effective way forward.
Not least because the marketing channel generates on average a 50 per cent higher conversion rate than others, including display adverts, search engine optimisation and email marketing.
Multiple touch points heighten interest in your brand/product for your target customers and add another layer of authenticity to your marketing – ultimately improving your conversion rates for a steady flow of sales.
75% of your customers buy after 3 to 5 touch points
Multi-channel influencers are defined by having more than one social media profile.
For example, a multi-channel influencer might have a YouTube account and an Instagram account. This article tells you more about the benefits of working with multi-channel influencers.
Usually, one account is far more subscribed to and is their main content focus.
But some of their audience will be signed up to both accounts – those who want extra content, more interaction with the influencer or to get a heads up for future content on the main account.
Sponsoring the influencer to post content about your brand or product on their main channel, but asking for teasers or promos on the influencer’s other social media accounts immediately gives your target customers multiple touch points.
The influencer’s endorsement also comes across as more authentic because it seems they are excited enough about you to try harder to convince their subscribers to check out the sponsored content.
Advertising is about trust.
That’s why multiple touch points are important – because it takes regular assurances to convert target customers your brand/product is worth spending money on.
In some ways the rise of influencer marketing can be traced to the loss of consumer trust in traditional advertising.
But why would your potential customers trust your influencer truly values your brand and product when they only talk about it once?
If they genuinely thought it was that great, wouldn’t they use and talk about it all the time?
Especially when influencers tend to disclose which videos are sponsored, it is more effective to form partnerships with your influencers.
Sponsoring several videos from the same influencer, calling it a partnership, means you can reassure your target customers the influencer is impressed with your brand/product.
It also wins points with your target customers because you are supporting their favourite influencer to continue making the content they love.
Use and re-use multi-channel influencers to stay in front of your target customers, building trust, brand awareness and generating a steady flow of sales for the long term.