How to Convert Your Brand Loyalists into Influencers: A Comprehensive Guide | by LeaLi | Jun, 2023

In the world of digital marketing, influencers have become a powerful force. With their ability to sway the purchasing decisions of their followers, influencers can provide a significant boost to your brand’s visibility and credibility. But did you know that some of your most effective influencers might already be right under your nose? That’s right, your existing brand loyalists can be converted into influencers, and this article will show you how.

Brand loyalists are customers who have developed a strong affinity for your brand. They not only consistently choose your products or services over those of your competitors, but they also actively promote your brand to their own networks. This makes them a valuable asset in your marketing strategy.

According to a study by Nielsen, 92% of consumers trust recommendations from people they know over any other form of advertising. This means that when your brand loyalists recommend your products or services to their friends, family, and followers, these recommendations carry a lot of weight.

The first step in converting your brand loyalists into influencers is identifying who these loyalists are. Look for customers who are already engaging with your brand on social media, leaving positive reviews, or even creating their own content about your products or services. These are your potential influencers.

When looking for potential influencers, avoid those who are willing to promote anything. The influencers you want are those who put values and quality content first, brand promotions second. They should demonstrate a clear affinity for your brand and use that brand excitement to achieve a better connection with their audience.

For instance, Lume Cube, a company that creates versatile lighting solutions, targeted influencers who were professional photographers and remote workers needing lighting for video calls. This strategy resulted in remarkable results through their influencer program.

Once you’ve identified your potential influencers, the next step is to reach out to them. This can be done through direct messages on social media, emails, or even in-person events. The key is to make your outreach personal and genuine. Let them know why you appreciate their loyalty and how they can help your brand grow.

Avoid making your initial outreach about selling your brand. Instead, focus on the potential influencer and your interest in them. Experienced influencers have preferred communication channels when interacting with brands. Often, it’s best to direct message an influencer on their main social channel with a brief offer to send them a gift. If the influencer responds, ask them how they prefer to communicate as a courtesy.

Once you’ve established a relationship with your brand loyalists, you can start to nurture them into becoming influencers. Provide them with free products, exclusive discounts, or early access to new releases. Encourage them to share their experiences with your brand on their social media platforms.

A great example of this is Chanel’s influencer strategy for the launch of their Chanel №5 L’Eau perfume. They invited popular Instagram influencers to a retreat at their production facilities in France to give them a personalized experience. The influencers then posted about their experiences across various social media platforms, creating awareness about the new product.

Finally, it’s important to measure the success of your efforts to convert brand loyalists into influencers. Track the engagement on their posts, the traffic they drive to your website, andthe conversions they generate. Tools like Google Analytics can provide valuable insights into how your influencer marketing efforts are performing.

For example, if the influencer shares a coupon code for one of your products or a special discount, you want to have goals to meet over the course of a predetermined time period. Metrics should be measured based on data and outcomes that are significant to your campaign and approved by your influencer.

Influencer marketing, especially when converting brand loyalists into influencers, is a long game. It’s not about quick wins but about building long-term, mutually beneficial relationships. It’s about nurturing these relationships, providing value, and gradually adjusting your approach as you learn what works and what doesn’t in your industry.

Remember, your brand loyalists are already invested in your brand. By converting them into influencers, you’re simply giving them the tools and incentives they need to share their love for your brand with a wider audience.

In the world of influencer marketing, your brand loyalists can be your most powerful allies. By identifying these loyalists, reaching out to them in a personal and genuine way, and providing them with the right incentives, you can convert them into effective influencers for your brand.

Influencer marketing is a dynamic and evolving field. Staying updated with the latest trends and regulations is crucial for success. According to Google Trends, interest in influencer marketing has been growing steadily over the past five years, and with this growth comes increased scrutiny and regulation.

Remember, whether you’re a brand or an influencer, your ultimate goal should be to create authentic, engaging content that respects your audience’s trust and privacy. By understanding and adhering to FTC and GDPR guidelines, you can achieve this goal while staying on the right side of the law.

1. Nielsen’s Global Trust in Advertising Report
2. Google Trends — Influencer Marketing
3. FTC’s Endorsement Guides: What People Are Asking
4. Information Commissioner’s Office Guide to the General Data Protection Regulation
5. Lume Cube’s Influencer Marketing Strategy
6. Chanel’s Influencer Marketing Strategy
7. Google Analytics
8. Mastering Influencer Marketing: Unleashing the Power of Authentic Connections

Remember, the key to successful influencer marketing is authenticity. By leveraging the power of your brand loyalists, you can create authentic, engaging content that resonates with your audience and drives your brand forward.