Although influencer marketing is growing at a record pace, it still represents a relatively small percentage of the total marketing budget for many companies. In this blog post, we list three benefits of scaling up your influencer marketing efforts.
Benefits of scaling your influencer marketing efforts
With the continued growth of the influencer marketing industry, more and more companies are upping their budgets and want to strengthen their influencer marketing activities. Here are three benefits when scaling your influencer marketing:
1. You get an increased presence with the target group
A common denominator for companies that have achieved successful results with influencer marketing is that they work continuously and treat the channel like any other channel – for example paid search or social media advertising. In the same way you don’t pause and turn on your Google ads every now and then, you should not interrupt your influencer marketing activity (and the opportunity for your brand to interact with your target audience). If you instead scale up your investment, you have the opportunity to be seen a little bit all the time – only then does your target group get the chance to build up trust and brand awareness over time.
2. You get to test different target groups, markets, product categories – you name it!
Another benefit of scaling up your influencer marketing is that it gives you more opportunities to test different strategies to achieve the best possible results. Instead of just directing your communication to a target group in a selected market, you can test different combinations and see what gives the best results, such as entering new markets. If you sell different types of services and products, you can also test which categories perform better than others – when, where, how, and to whom.
3. You create the conditions for better and faster optimisation
Many marketers still see influencer marketing as a channel to use on selected occasions, such as a product launch or when releasing a new clothing collection. By scaling up your influencer marketing and becoming constantly visible to your target group, you will, over time, have more information and data that will go into your decisions. In other words, you will be better prepared to determine which are your success factors; what works well, what doesn’t, and how to go achieve the best results possible. By scaling up your efforts, you will also receive this data earlier, which means you can optimise your activations both faster and smarter. Of course, this requires that y