Influencer marketing combines marketers' expertise with influencers' authentic audience engagement. Social media platforms have facilitated this partnership, particularly for B2B brands. Despite many brands using influencer marketing, most remain focused on top-of-funnel activities like awareness. Nick Bennett, in his book, emphasizes the importance of extending influencer marketing into the consideration and purchasing stages of the marketing funnel. Specific content types for each stage, from webinars to product demos, are crucial in crafting a comprehensive influencer marketing campaign, ensuring engagement throughout the customer journey.
Marketers and influencers can complement each other perfectly: One brings professional marketing knowledge, while the other brings audience trust and authentic engagement.
Bennett suggests brands approach influencer marketing as a full-funnel activity, engaging audiences throughout the consideration and purchase phases of the customer journey.
Most brands limit themselves to top-of-funnel activities, such as generating brand awareness, instead of leveraging influencer marketing across the entire marketing funnel.
Chapter 5 outlines steps for a full-funnel influencer marketing strategy, focusing on specific content types for each stage from awareness to purchase.
Collection
[
|
...
]