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10 influencer marketing benefits to boost sales

Jun 20, 2024 | By Chris Jacks

10 Influencer Marketing Benefits to Boost Sales

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Exploring the top influencer marketing benefits. Photo by Liza Summer

Influencer marketing has really blown up in recent years, and it’s showing no signs of slowing down in 2024! This is a market that tripled in value between 2019 and 2023, and is expected to hit $24 billion this year. But what kind of influencer marketing benefits can you expect from your strategy? What sort of advantages do you want to see from your campaign?

This is exactly what we’re going to be looking at in this article.

What Is Influencer Marketing?

Influencer marketing is always based on a brand partnership. You partner with someone who has excellent social media reach and status. And you promote your products and services through this partner.

Your influencer partner gets paid, and you get a solid boost in your sales through social media. At least, this is how it should work if everything goes right.

An influencer can be almost anyone. Some influencers are mega famous, with legions of fans hanging on their every word. Others have a far smaller reach but can really move the needle in their niches. The key is influence – the power to impact a buying decision.

While the word is often associated with younger Millennials and Gen Z, influencer marketing actually spans the generations. Yes, younger people tend to be more engaged with influencers, but older generations are also looking to online personalities on their buying journey. Influencers like Lynnie V, Lyn Slater, and Grece Ghanem have proved themselves to be highly valuable in over-50s beauty markets. This form of marketing is not exclusively for the young. It’s for all.

Screenshot 2024 06 20 at 18 44 57 Grece Ghanem A vintage gem %F0%9F%92%8E Instagram

Grece Ghanem showing off her style. Image via Grece Ghanem on Instagram

Brands will always need to do some of their own marketing. But partnerships with social media influencers can offer a helpful boost along the way, driving sales and increasing revenue.

The Benefits of Influencer Marketing

So why are so many organizations upping their spend on this type of promotion? Because of the huge influencer marketing benefits at their fingertips. Let’s take a look at what these are.

Increase Sales and Repeat Orders

Let’s start with one of the most obvious influencer marketing benefits: people genuinely do buy things from these online personalities. As many as 87% of people say they have purchased something because of an influencer. This form of marketing can and will boost your sales. 

Of course, it’s not just about bringing in new customers. It’s about keeping hold of old ones too. Influencer marketing can be critical here. You gain the chance to reenergize people who have bought from you before. Not only do these customers then make repeat purchasers – they may also graduate into lasting loyal clients.

Gain Credibility and Trust

It’s not just your scope and reach you’re enhancing. It’s credibility and trust too. Influencer marketing is all about taking the attributes of a particular personality, and associating those with your brand.

What do we mean by this? Let’s look at an example. Emily Mariko is one of the top influencers around at the moment, and her 12.7 million TikTok followers and 724.5 million social media likes make her a prime candidate for brands looking to increase their reach.

Screenshot 2024 06 20 at 18 45 36 Emily Mariko Japan Instagram

Emily Mariko in Japan. Photo by Emily Mariko from Instagram

But it’s not all about those numbers. Emily is famous for her cooking videos on social media. So, if you’re a food brand, partnering up with Emily and getting a mention in a video is a big deal. Emily’s social media fans…

A. …Love Emily and listen to what she says.

And…

B. …Are right there in your target audience as a food brand.

Straightaway, you’re gaining real trust and creditability. Emily is trusted by her fans, and your influencer partnership helps you piggyback off this.

Increase Brand Awareness

It’s important to remember that influencers have their own audience. This makes them different from traditional brand partnerships. Traditionally, you might hire someone to appear in one of your ads. You’d get credibility and trust, and you’d boost your sales. But you’d still be marketing to your own audience.

With an influencer, it’s the opposite way around. Your brand is essentially appearing on your influencer’s feed. So you’re marketing to a whole different audience. Yes, there might be a bit of crossover, but you’re essentially connecting with a load of new people.

This can be genuinely effective in expanding your brand awareness. Broad brand awareness won’t boost sales all by itself. But without it, you’re going to struggle.

Reach Targeted Audiences More Effectively

Let’s extend that last point a bit. After all, the idea that reach and awareness are going to do the job all by themselves is a bit old-fashioned. You need the right type of reach. Awareness from the right people.

Influencer marketing is essentially perfect here. As you pick your influencers out of the crowd, you can see immediately what they’re all about. You know what industry they operate in and how engaged their audience is.

So, if you work in the health and beauty industry, choose brand influencers in this field. If you’re more about sport and fitness, choose an athletic and well-being-focused brand partner. You’ve got tailormade audiences and targeting right within your reach with the right influencer marketing strategy.

Enhance SEO Through Social Signals and Backlinks

SEO is never far away from the conversation when it comes to digital marketing. But how could something like influencer marketing possibly offer an SEO boost? In fact, it turns out, it can, and it does.

This is partly due to social signals. Google uses social media buzz as a ranking factor as it decides what audiences want to see. If you start getting likes, mentions, and follows after an influencer marketing campaign, your search performance should improve as a result.

Screenshot 2024 06 20 at 18 46 59 Person using Android smartphone photo %E2%80%93 Free Instagram Image on Unsplash

Influencer marketing campaigns provide valuable SEO improvements. Photo by Georgia de Lotz on Unsplash

Backlinks are also important. If users start linking to your content following an influencer marketing strategy, this is great. The links are natural and organic, and Google will love you for this.

Foster Brand Loyalty and Advocacy Among Followers

What happens after you’ve run an influencer campaign? Well, you might want to launch another. In fact, lots of brands are turning toward an always-on influencer strategy these days.

This basically means they are constantly running their campaigns. Rather than focusing on the short term, they’ve got the big picture in mind. Long-term metrics. Lasting changes to the business. A real legacy shift from influencer marketing.

Businesses that take this approach are essentially always exposed to the brand-building benefits of social media influencers. It takes time to build brand loyalty and advocacy, but shifting the marketing focus in this way helps you get there faster.

Drive Traffic to Specific Online or Offline Channels

We mentioned the word partnership earlier on. This is the beauty of influencer marketing – or at least, effective influencer marketing. You get to work with your influencer partner to move the project in the right direction.

If you’ve got a specific landing page you need to direct traffic to, make sure your partner has this link. If there’s an offline event or product drop you want your audience to attend, make sure this gets mentioned.

This is a fine opportunity to bridge the gap between online and offline marketing channels, optimizing the effectiveness of both.

Obtain Valuable Insights Through Influencer Audiences

Data is the lifeblood of businesses these days. Can you imagine not being able to measure each and every aspect of your organization? It doesn’t bear thinking about. Influencer campaigns provide another set of datapoints to be analyzed. And, more importantly, they help you to draw some genuinely valuable conclusions.

Remember, this is a new audience you’re working with. And the influencer’s approach is different from your own. In other words, you’ve got a ton of different variables that will need to be analyzed and assessed.

Learning how new people are interacting with your brand. Understanding audience responses to your campaigns and approaches. This is really useful information that would have been difficult to find elsewhere.

Get Valuable Insight Through Influencers Themselves

In fact, insights don’t just come from your audience. They can just as easily come from the influencers themselves. Choosing the right candidate means connecting with someone who really knows your industry. Of course, you know your industry already – but a fresh perspective never hurt anyone.

The most effective influencers already know and love your brand. Or, they learn about your brand and love the products you send to them. Social media personalities who are insincere quickly get found out. This is actually very helpful for you, as your influencer will be able to tell you honestly what they love about what you do. And about where you can improve.

Screenshot 2024 06 20 at 18 47 27 Content young female blogger filming video during cake preparation %C2%B7 Free Stock Photo

Influencers can provide useful insight themselves. Photo by SHVETS Production

They can also help to inform your content strategy. Influencers understand content, and they know what’s going to resonate and what won’t. Use this information as you build your own marketing approaches, and your own influencer marketing campaign.

Influencer matching services are extremely valuable in this sense. By partnering up with the right influencer, you can reap all of the benefits this marketing channel can provide. At HireInfluence, we offer matching services that give your campaigns the right boost.

Transform the Perception of Your Products with the Halo Effect

The “Halo Effect” is when your audience displays a big response to a single aspect of your marketing. It’s the root of the old “8 out of 10 dental health professionals recommend…” or “9 out of 10 professionals prefer…”. It’s something that’s going to really push your product’s perception into the stratosphere.

Influencer marketing is perfect for this. Your product has loads of great attributes, and your customers will love this. But associating with a respected influencer can really make all the difference when you’re marketing to a mass audience.

Final Thoughts: The Tip of the Influencer Marketing Benefits Iceberg

We’ve tried to focus on sales here as we examine the benefits of an influencer marketing strategy. After all, this is the metric that provides the most pleasure to business owners. We’ve looked at some of the top advantages and discovered how influencers can really push those figures through the roof.

But remember, this is just the tip of the iceberg. There are many other advantages of an influencer marketing campaign, from strengthening your brand and reputation to reducing costs, and even helping you open whole new marketing avenues.

Brand influencers are here to stay. And that is great news for all the business owners out there looking to revolutionize their approach to marketing.

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ABOUT THE AUTHOR

Chris Jacks is an influencer marketing professional with over a decade of experience in the digital marketing sphere. As the Director of Growth Strategy, Chris oversees and drives strategic initiatives to fuel business expansion. With a keen eye for market trends and opportunities, Chris develops comprehensive growth plans and aligns business objectives across cross-functional teams. With a strong focus on crafting impactful, ROI-driven influencer campaigns across multiple sectors, Chris utilizes his expertise to enhance market positioning and maximize results.

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