Influencer marketing has become an important tool in the marketing mix in recent years. Influencer marketing enables brands to address their target groups directly through partnerships with influencers/content creators. But how exactly does it work? This is where the Influencer Marketing Funnel comes in.
The Influencer Marketing Funnel is a model that shows the different stages of the buying decision of potential customers and how influencers can be used in these stages to influence the buying process. The funnel consists of the following stages:
Top of the Funnel - Awareness
The first stage, awareness, is about making potential customers aware of the product or brand. Influencers are ideal in this phase to address a broad target group and create awareness for a product or brand. For example, influencers can use unboxing videos or product reviews to arouse the interest of the target group.
The following KPIs can help measure success in this phase of the funnel:
Middle of the Funnel - Consideration
In the second stage, Consideration, potential customers start to look more closely at the product or brand and compare different options. In this phase, influencers can help to strengthen the trust of potential customers in the product or brand. Here, for example, influencers can offer added value through detailed product reviews or comparisons with other products and thus influence the purchase decision. Ideas for collaborations with influencers would be, for example, contests, sweepstakes, challenges or even information videos.
The following KPIs can help to measure the success of the consideration phase:
Bottom of the Funnel - Conversion
The third stage, conversion, is about turning potential customers into actual buyers. Influencers can have a direct influence on the purchase decision here, for example by offering discount codes or affiliate links to give their followers an incentive to buy.
In the bottom of the funnel, the following KPIs can be used to measure the success of this stage:
After a purchase, however, it's not over yet - the buyer:s should be tied to the brand in the long term. This is where influencers can help strengthen customer loyalty, for example by regularly informing them about new products or offering special deals for loyal customers.
Overall, the influencer marketing funnel is a useful model for creating a seamless customer journey and addressing potential customers at every stage of the buying process. Influencer marketing has the potential to promote your brand quickly and effectively, but it's important to choose the right influencer and strategy to achieve maximum results.
Measuring KPIs at every stage of the funnel is critical to measuring and improving the success of your influencer campaign. By monitoring the right KPIs, you can ensure you're meeting your marketing goals and maximizing your campaign's ROI.
If you'd like to learn more about influencer marketing and how it can be applied at different stages of the marketing funnel, feel free to contact us at hallo@swissper.ch or book a call with one of our experts directly: Book a Call!
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