What exactly is a marketing funnel?
Crafting Effective Marketing Funnels: The Importance of Pinpointing Marketing Personas
Key strategies for effectively moving consumers through the customer journey
Tactics to Boost Awareness of Your Brand and Products
Tips to add influencer marketing to the awareness marketing funnel: Tips from InfluGlue
Properly planned Influencer Marketing tactics can bolster the entire marketing funnel in more ways than one. Spanning from the initial phase of awareness to the final stage of referrals, and everything in between it can do all. However, it's crucial to identify which tactics correspond to each phase of the marketing funnel to deliver campaigns that surpass expectations.
Wondering how you can leverage Influencer Marketing and the marketing funnel to propel consumers through the customer journey with efficacy and speed? We've got you covered with our time-tested process, featuring over 20 innovative campaign activation concepts.
Let's begin with the basics:
Also known as a customer journey, the marketing funnel maps out your customers' progress from start to finish.
The Influencer Marketing Funnel encompasses six distinct stages:
Awareness: At the outset, the goal is to spread the word about your product or service, familiarising customers with your brand and providing information on topics that interest them.
Consideration: Once customers are aware of your brand, the aim is to deepen their interest and engagement through initial interactions.
Activation: In this phase, a more tailored approach is taken to engage customers and provide greater information, fostering deeper connections.
Conversion: This is the moment of truth when sales and key calls to action culminate in a conversion.
Retention: Loyalty is the name of the game, with a focus on creating long-term customers and driving repeat business.
Referral: While sales and retention are important, referrals are the ultimate goal. Nothing beats a satisfied customer promoting your brand through word-of-mouth, ratings, reviews, or even better, social media buzz. This is the gift that keeps on giving and completes the marketing funnel.
To build marketing funnels that effectively drive customer engagement, there's a critical first step that must be taken: identifying your target audience. Pinpointing your marketing personas before mapping out the customer journey is key.
In Buffer's Complete Actionable Guide to Marketing Personas, nailing the collective buyer persona is likened to laying the foundation of a house. Without an accurate depiction of your target market, your content and calls to action may miss the mark in guiding people through the marketing funnel. Conversely, honing in on your ideal consumer enables you to align your objectives, actions, and results with precision. So before you craft any Influencer Marketing campaigns, it's essential to define your marketing personas to ensure your efforts move the needle in the right direction.
Once you've defined your marketing persona, it's crucial to concentrate on guiding customers through the marketing funnel. The key to success lies in selecting the appropriate Influencer Marketing strategy for each stage.
Here are four essential steps to ensure you're on the right track:
Decide on the specific marketing funnel phases you want to prioritize, and which stages you want your customers to traverse.
Establish your campaign objectives.
Identify the most fitting Influencer Marketing tactics that align with your objectives.
Match the Influencer Marketing strategies with each phase of the marketing funnel to ensure your approach is well-aligned and effective.
To get a return on investment (ROI), brands spend money on marketing. However, customers often take a journey and make multiple stops along the way, making it crucial to guide them to the brand's destination.
Crafting effective marketing campaigns can serve as a guide for customers to move through the marketing funnel and take the desired actions. The key is to know where each campaign is taking customers, whether to a specific part of the funnel or through it.
However, not every campaign can take customers through all stages of the marketing funnel. For example, a Twitter Party may generate awareness but won't guarantee sales, while a blog tour can generate downloads but not repeat business or referrals.
To achieve desired results, brands should focus on the stage they want customers to reach, align campaign objectives with that stage, and choose tactics that support it.
Once you've identified the stage of the funnel you want to target, the next step in crafting your campaign is to define your objectives. To ensure success, ask yourself the following questions:
Some examples of campaign objectives might include:
Campaign tactics refer to the specific actions or strategies used to achieve the campaign objectives. These tactics are the tangible activations that are implemented by the brand or partnering creators to create awareness, engagement, or conversions among the target audience. It is important to choose the right tactics that align with the campaign objectives and the customer journey stages.
Some examples of campaign tactics include:
It's important to note that campaign tactics should be chosen based on a deep understanding of the target audience, their preferences, and their behaviours. By aligning tactics with audience needs and preferences, brands can better connect with their target audience and drive more effective results.
to achieve the best results, it's essential to align your influencer marketing tactics with the customer journey. The customer journey is the path that a potential customer takes from initial awareness of your brand to making a purchase. It typically includes several stages, such as awareness, consideration, decision, and retention.
To effectively match your influencer marketing tactics to the customer journey, you need to understand your target audience's needs and behaviours at each stage. For instance, in the awareness stage, your goal is to introduce your brand and generate interest among your target audience. you can partner with influencers who have a large following and high engagement rates on social media.
In the consideration stage, your target audience is evaluating your brand and compares it to competitors. To influence their decision, you can work with influencers who can provide authentic product reviews and testimonials.
In the decision stage, your audience is ready to make a purchase, and you can use influencers to offer exclusive discounts or promo codes to incentivize them to buy.
To get potential customers into the top of your marketing funnel, the awareness phase, you need to make them aware of your brand and offerings. Here are some campaign activations that can help:
Adding Influencer Marketing to the Awareness Phase of the marketing funnel is a smart and effective way to achieve quantifiable results. As Canada's leading influencer marketing company, we recommend starting by identifying the criteria for the right creator partnerships. This includes factors such as age, gender, geographic region, niche, diversity, household income, interests, tone, shopping patterns, and items frequently purchased or talked about.
Once you have identified potential influencers, it's important to examine their audience and ensure that it aligns with your target market., it's crucial to verify their engagement percentages to ensure they have real and engaged followers. Once you have found ideal partners, reach out and negotiate a long-term ambassador program or short-term campaign sponsorship agreement.
Creators could develop written, audio, photographic, and/or video content and promote it across their platforms, including blogs, podcasts, and social media.
The goal of your influencer partners would be to drive their followers to consume and engage with the information and click on the link. Your brand aims to educate the influencers' followers about your product, service, or cause. By adding influencer marketing to the awareness phase, you can effectively build brand awareness and reach your desired target market.
While planning an influencer marketing campaign a lot of things need to be considered. Read the blog to know how to prepare for each phase to avoid getting overwhelmed and ensure maximum engagement.
Team InfluGlue helped to build the content of the site along with several other sites with its SEO driven content. It delivers informative content to different niche of Influencer marketing. That helps the entrepreneurs to coose the right influencer to reach their target audience.
