Want to increase your brand awareness with simple means? Then influencer marketing is one of the best ways to do it. In this blog post, we will reveal how to reach a new target audience with a digital behavior, increase brand love and create more positive feelings towards your brand.
When the marketing objective is to increase brand awareness, people tend to think it’s primarily about quantity instead of quality. To be seen frequently in their advertisements – it must be the most effective way to make people remember your brand? Well. In order to make an impression on the receiver, relevance is required – and the relevancy is one of the biggest benefits with influencer marketing. A recommendation from an influencer is often equivalent to a personal recommendation from a friend, because followers value their opinions likewise. Your brand will be placed in a credible context (that is, if you work with the right influencer) and the marketing will be a natural element in the audience’s daily media consumption – instead of an intrusive interruption. Therefore, relevance is one of the most important reasons why influencer marketing is an effective marketing tool to increase brand awareness.
Instant reach of new target audiences
‘If your brand is established on the market, you have probably worked with traditional media channels before, and doubtless invested some money into it. The biggest difference (and benefit) with influencer marketing, compared to TV or other traditional media channels, is that you will be able to be present in the audience daily life on their terms. What characterizes them is primarily the behavior – they find recipes on Instagram and blogs instead of in cookbooks, they watch YouTube videos to compare vacuum cleaners and they read destination reviews on blogs rather than in a travel magazine. To reach this modern and digital target audience with traditional media is difficult – but through influencer marketing, you will have the chance to increase brand awareness; even with a target audience that primary acts online.
Long-term brand awareness creates brand love
By collaborating with influencers over a long period of time, you have great opportunities to increase the positivity of your brand. Brand awareness can occur from several different perspectives. There are many big and well-known companies, but where the common perception of their brand is neutral or negative. Collaborating long-term with an influencer could lead to a more positive brand perception – because the audience relates to the influencer and trust their recommendations. In the long term, this contributes to an increased so-called ‘brand love’. For the same reasons, the followers will themselves want to tell their friends and family about the brand they were inspired by online. Engagement and the positive brand awareness will spread organic and create buzz marketing (word-of-mouth of today’s generation).
An important outcome is that customers generated via influencer marketing have higher CLV (Customer Lifetime Value) than those generated via traditional media. It’s likely to be based on the fact that the customers, from the start, feel greater love and pride towards the brand.
Beyond increasing brand awareness, you have great opportunities to increases sales and establish your brand in new markets when working with influencer marketing. Download our guide below to learn more about how to measure your success!
Julia is part of the sales team as Sales Developer, and loves to find new business opportunities in new industries. She spends all her time reading about and trying new skin care products. If there’s something she doesn’t know about skin care, it’s not worth knowing.