75% of brands have dedicated a budget to influencer marketing in 2021. Why? Even in B2B, influencer marketing has become an important lever for communicating with buyers during their buying journey. From the top to the Iceland Email Address helps you attract qualified leads, maintain their engagement, and convert them. So, how is the funnel of influence marketing organized? What strategy to adopt at each stage? How to measure your success? This article gives you all the answers! The top of your funnel represents the first contact with your business. In B2B, the potential customer takes the time to inform themselves and surround themselves before choosing a service provider. At this stage, your goal is to increase awareness of your business.
In IMH’s 2020 Influencer Marketing Report, 40% of businesses indicate awareness is the number one goal of influencer campaigns. Why use influencers at the top of the funnel? So why are influencers so effective at building awareness? They allow brands to have access to a loyal and acquired audience: not only are these audiences often important but they are also made up of groups sharing common characteristics or interests with your buyer’s personae. Which qualifies them for your sales funnel. Influencers take hold of your company’s identity to disseminate it to your audience. They know how to communicate with their community to promote your services with authentic and relevant messages.
Top of the Funnel reaching new audiences
Influencers master storytelling. From showcasing your business to demonstrating results with your services, their storytelling and presentation skills are perfect for your marketing strategy. Which influencer marketing strategy to adopt at the top of the funnel? At the top of the sales funnel, the top content is Sponsored publications. Blog or guest blogging articles. Competitions (as far as possible, because in B2B, it is not always easy!) Advice lists. What type of influencers is at the top of the funnel? The influencers you can bet on are mainly: Press journalists (general and specialist). Bloggers specializing in your field of activity. These platforms already benefit from an established audience, your prospects regularly consult your articles and are attentive to the solutions that meet their needs.
Example of a successful campaign. Northwestern Mutual relied on storytelling in its latest influencer marketing campaign. The company contacted business leaders, impacted by the Covid crisis, to tell their stories. The objective was to highlight the need for support and accompaniment of these entrepreneurs. Northwestern Mutual then positions itself as a partner of these struggling leaders, humanizes its business, and makes itself known to other professionals. The company relied on social media and traditional advertising to deliver its campaign. The metrics to analyze at the top of the funnel. How do you know if your influencer marketing campaign is effective as soon as you enter the tunnel? Measure the engagement generated by your ambassadors via indicators such as The number of likes on social media publications.
Middle of the Funnel informing and educating the audience
The number of comments on the publications (social media or blog). Traffic on your website and landing pages. The growth in the number of subscribers on the company’s social networks. Growth in the number of subscribers to your newsletter. The middle of the funnel denotes the consideration phase. It refers to repeated exposure to a product, brand, concept, or event. Influencers are particularly useful for this phase! Why use influencers in the middle of the funnel? One of the main benefits of influencer marketing is its ability to drive customer engagement. In the middle of the funnel, influencer content helps build relationships with prospects who already know your business. However, they need a boost to trust you… and make themselves known! Here, action is your first goal. You’re not just trying to build trust with potential buyers – you empower them to make a smart buying decision.
What marketing influence strategy should be adopted for the funnel sector? As we have said, the objective, at this stage, is to generate commitment and action. Prospects must be included in a lead nurturing strategy by distributing – via influencers – high added-value content. Your campaigns should encourage actions such as: subscribing to a trial offer, requesting an appointment or a quote, downloading a white paper, registering for an event, etc. For this, you must organize ad hoc campaigns, comprising a series of content over a given period. By presenting a product or service to a customer more than once, they are much more likely to remember it when making the purchase decision. Fortunately, influencers know exactly what to do to facilitate both industry knowledge and that emotional connection.