Unfortunately, we still see that many marketing managers interpret influencer marketing too conservatively, even in 2021. Conservative and influencer marketing – terms that don't really go together at first glance. After all, social media advocates promote influencer marketing as the new marketing channel par excellence.
Still, even the best channel can become a cost trap if it's used the wrong way. We regularly hear statements like “I'm not paying sky-high prices for posting pretty pictures.”
That's why it's enormously important to first set a concrete campaign goal for an influencer marketing campaign. This could be increasing direct sales, website traffic or lead generation, for example. In this post, I'd like to focus on the latter – lead generation for future email or SMS campaigns. I'd like to share three campaign ideas with you. They show how influencers can be used in concrete terms to generate opt-in contacts:
Gamification requires a certain amount of programming or integrating plugins into common shop systems. But it playfully drives engagement rates way up while filling your email lists. The idea is to offer a little game that requires users to enter their contact details first. Influencers can then share the link to the game. Besides wheels of fortune, level-ups are also common online. What matters is that the player gets a benefit after the game. This could be a discount code, for example, or for a subscription, a free first delivery or a free trial month. Influencers in particular can build great storytelling around the game.
Giveaway campaigns can be used universally and are versatile. Depending on the average order value and the promoted product, two types of goodies work well: those given away regardless of buying other products, and those that require the purchase of another product.
In the first case, users should be encouraged to leave the requested contact details so the winner can be determined. Ideally, the second method boosts sales figures, which at the same time goes hand in hand with collecting customer data! Either way, giveaway campaigns via influencers can generate contacts that then end up on your email marketing list with an opt-in.
.png)
Discount codes are often linked directly in the influencer's bio, where they can be used right away without any further incentive. But codes often hold much more potential. Depending on the popularity of the promoted products and the size of the savings, simply receiving the code can be tied to entering contact details (e.g. after tapping the link sticker). That way, the newly created opt-in lead first has to leave their opt-in data to get the discount code. This, too, means influencers fill your mailing lists via discount codes.
In our view, influencer marketing is much more than just posting pretty pictures – it all depends on how you use it!
Want to learn how to effectively protect your social media accounts against hackers? Then check out our article “Tips for Influencers & Brands Against Hacking”.
👉 Want deep insights into influencer marketing & UGC sourcing and curious about our success stories?📈
.svg)
