Harnessing the Power of Influencer Marketing: Amplifying Consumer Stages | by Viktor Strömberg | Jun, 2023

Hello everyone, as the co-founder of Beatly, I’ve had the privilege of seeing first-hand how influencer marketing has evolved over the years. Influencer marketing is no longer just a buzzword; it’s an integral part of successful marketing strategies for brands globally. Our focus today is on how to leverage this powerful tool to amplify your customer’s journey through the different stages.

The beginning of the consumer journey starts with awareness. This is when potential customers first become aware of your product or brand. Influencer marketing can play a crucial role in this initial stage.

1. Collaborate with Relevant Influencers: Working with influencers who align with your brand’s values and ethos is a powerful way to attract an audience that’s likely to be interested in your products. These influencers have already built a loyal following who trust their recommendations, and they can introduce your brand to these followers in a natural, authentic way.
2. Maximize Reach with Micro-Influencers: Don’t just focus on mega influencers. Micro-influencers, with their smaller but highly engaged follower bases, can help create a buzz about your brand. Their recommendation can seem more like a trusted friend’s, resulting in higher engagement rates.
3. Leverage User-Generated Content: Encourage influencers to create unique content featuring your product. This content not only sparks interest but also adds a personal touch, increasing its credibility.

During the consideration stage, consumers are evaluating their options. They know about your brand and are now seeking more information.

1. Product Demonstrations: Collaborate with influencers to demonstrate the use of your product. How-to guides, tutorials, or reviews can help consumers understand your product better and influence their decision-making.
2. Sponsored Content and Advertorials: Sponsored posts or advertorials written by influencers can subtly weave your product’s features and benefits into a compelling narrative. This approach helps potential customers visualize the value your product can add to their lives.
3. Influencer Takeovers: Let an influencer take over your social media channels for a day. They can share their personal experiences with the product, answer questions, and interact directly with your audience. This can build stronger relationships with potential customers and drive them further down the sales funnel.

This is the moment of truth — when consumers decide whether to buy your product.

1. Discount Codes and Affiliate Marketing: Provide influencers with unique discount codes or affiliate links for their followers. This incentivizes the purchase and allows you to track the success of your influencer collaborations.
2. Exclusive Product Access: Grant influencers early access to new products. They can then create a sense of exclusivity and urgency among their followers, pushing them to make a purchase.

After the purchase, your focus should be on building customer loyalty.

1. User-Generated Content: Encourage customers to share their experience with your product on social media. You can even create a unique hashtag for customers to use, building a community around your brand.
2. Brand Advocacy: Convert influencers into brand advocates. A long-term relationship with influencers will create authentic content that reassures customers about their purchase and encourages repeat business.

Influencer marketing is a dynamic, evolving arena, and its impact on the customer journey is undeniable. By incorporating influencers strategically into every stage of the consumer’s path, you can build awareness, foster consideration, drive purchases, and inspire loyalty. At Beatly, we are committed to helping you navigate this exciting landscape and leverage it to its fullest potential. Together, let’s shape the future of marketing.