Why Brand Awareness From Influencer Marketing Leads To Conversions

There are two main goals of influencer marketing. The first is to generate real sales using the platform of the social media creators you trade with. This is a short-term goal and something that most companies prioritize.

Seeing the immediate ROI of your influencer marketing campaign helps justify your decision making. It is a measurable result, a way to be sure that your marketing strategy is working.

The second goal of influencer marketing is to increase brand awareness. It is a less tangible and quantifiable ambition, but an extremely important one nonetheless.

What brand does your customer know?

Brand awareness It is the familiarity that consumers have with a product, service or business. It is not something that can be easily measured, but the value of consumers knowing and recognizing what you are trying to sell is immense.

People rarely buy products from a brand with which they have no association or familiarity. It is much easier to sell something to people if they already know who you are. According to the Content Marketing InstituteBuilding brand awareness consistently ranks as the top goal of marketers according to B2C marketers.

Influencer marketing is an important asset in this regard. Influencers with thousands of followers push your brand to their large audience, many of whom highly value the opinion of the influencer.

Let’s take a look at why influencer marketing brand awareness leads to future conversions.

Mere exposure effect

One of the central aspects of influencer marketing psychology it is the mere effect of exposure. The mere exposure effect, simply put, is a psychological theory of human behavior that describes our tendency to develop positive feelings and preferences for things simply because we are familiar with them.

Recurring exposure to something leaves a lasting impression on the brain, and that lasting expression is often interpreted as feelings of confidence. Micro influencer marketing agencies play with this effect. In particular, when people follow someone who has become a brand ambassador, they will see recurring content that revolves around a company’s products or services.

Consistent exposure to a brand will lead to a positive association that can lead to conversions.

Positive exposure is how brand awareness works in general. Exposure to a brand has a lasting impact on the consumer. Even if the impact doesn’t pay off right away, the long-term benefits of showing your brand to consumers provide great potential for future conversions.

Introduce consumers into the sales funnel

The very first stage of the sales funnel it is discovery / awareness. There are no shortcuts in this process. If you want to attract customers, the most important thing is presentation. If consumers do not know or understand your product or brand, there is no possibility of sale.

Even if an influencer’s first social post doesn’t generate immediate sales, it still accomplishes an important step in the sales funnel process – increasing awareness.

However, the sales funnel is an extensive process. Maybe someone clicks on the influencer’s post link, visits their website, signs up for a newsletter, but doesn’t buy. They may read about your company and become familiar with your business, but don’t buy. These are still good results for companies because people go from being uninformed about their business to qualified leads.

Measuring the success of a campaign solely in dollars earned from sales is to overlook some important aspects of what influencer marketing offers. It provides a massive introduction, a way to show your brand to a large number of people, thus entering them into your sales funnel. Even if consumers don’t buy or enter your website, at least now they know who you are, and that has value.

Enables businesses to amplify core messages

The best part of brand awareness you get from influencers is how much you can have a say in how you get dictated. You choose the product that is marketed, the message that is sent and the influencer that amplifies the message. This means that companies can extend the best possible version of themselves to a large number of consumers.

Influencers are people with large groups of devoted fans who invest in what they have to say. Using their platform means that companies can see their brand reputation improve by association. The value of brand awareness in influencer marketing cannot be overstated. A massive example how important it is when the women’s shoe company Shoes of Prey used YouTube influencer Blair Fowler for a giveaway promoting their product. The video had 750,000 views and an incredible 15,000 comments. The kicker? This led Shoes of Prey to increase sales by 300%.

In addition, there is a very powerful impact that amplification of your ideal message has by a social media celebrity. Whether you use a micro-influencer or a mega-influencer, their followers are genuinely interested in what they have to say. This is an important way to gain a positive association for your brand that can lead to long-term growth.

Image credit: Pixabay; Pexels; Thanks!

Daniel Moyanda


Content Writer | Digital marketer | Thought leader. Also a contributor to Huffington Post, Entrepreneur, Dzone, SAP, InfoSec Magazine and more …


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