10 Nifty Tips for Influencer Marketing Lead Generation
Generating quality leads ensures that you don't waste time and resources on consumers with no interest in your product. Influencer marketing has become a popular method for many brands to generate high quality leads that are more likely to convert to satisfied customers.
In fact, one study found that 71% of marketers received better quality leads from influencer marketing than other sources.
Today, we’ll share ten tips to help you generate highly qualified leads from your next influencer marketing campaign.
Influencers generate leads through authentic and personal sales techniques.
Don't restrict yourself to just a single platform or engagement strategy.
Constantly measure results so you can optimize for lead quality and ROI.
What is Influencer Marketing Lead Generation?
Influencer marketing involves the use of popular social media creators to promote a brand’s product or service. It can be a highly effective form of lead generation when an influencer’s audience is strongly aligned with the brand’s target customer, and the influencer provides a compelling explanation or offer to encourage her followers to use the product.
Consumers tend to trust influencers' recommendations more than paid ads and will often rely on influencers to help them discover new products. One survey showed that 41% of consumers find at least one new brand or product from an influencer each week, and 24% discover new products daily.
But influencer marketing is not just important for increasing brand awareness; it can also drive sales. That same survey demonstrated that 74% of customers spent as much as $629 on a single purchase inspired by an influencer.
10 Ways to Generate More Leads with Influencer Marketing
Here are ten best practices to generate better leads through influencer marketing:
1. Choose an Influencer that Aligns with Your Brand
Brand alignment between your company and each influencer you work with ensures that your message reaches your intended audience and maintains the highest level of credibility.
For example, if a brand promotes clean living, they’ll want to avoid working with influencers who regularly show themselves using products filled with chemicals that would make the partnership seem inauthentic.
2. Identify Industry Experts
If possible, try to find an industry expert to promote your products. Their informed recommendation will hold far greater credibility than a casual user of your brand.
Experts may have a smaller following than other general entertainment influencers, but their audience tends to be highly engaged and trust their recommendations. Therefore, you can expect to see higher-quality leads coming from these influencers.
3. Create an Authentic Brand with Micro-Influencers
Micro-influencers are creators with 10K - 100K social followers. They can also be an effective source of quality leads if their smaller audience is highly engaged.
4. Identify Influencers with Legitimate Followers
Many people know Jay Alvarrez as one of the most popular stars on Instagram – except 2.5 million of his 6.8 million followers are believed to be fake! Unfortunately, this isn't an isolated example. There are many services offering fake followers for sale as well as other tactics to help would-be celebrities artificially boost their numbers.
You can measure the authenticity of an influencer’s follower count with the help of an influencer marketing platform, which will evaluate a number of signals for potential fraud. Engagement rate, for example, tends to be a reliable metric for evaluating audience quality because influencers with real followers tend to receive many more comments, reactions, and shares.
5. Give Your Influencers Creative Freedom
If you want the content to be authentic, you need to trust your influencers to create something that will resonate with their fans – not something that feels like a traditional TV spot. This creative flexibility allows influencers to add their personal touch, so viewers don't feel like the content is solely paid promotion. If your brand message is more naturally integrated, consumers will be more likely to trust the influencer’s recommendation and check out your product.
6. Build Brand Loyalty with Influencers
You don't want your influencers to come across as too "salesy" in their product promotions, as that might be off-putting to their audience. Instead, you should invest in your influencer relationships and develop long-term partnerships that will encourage them to promote your products as something they regularly use and believe in.
7. Exchange Products for Reviews
About 36% of brands pay influencers via free product or discounts on more expensive merchandise. For full-time creators, however, you should expect to not only compensate them in free products but also pay them for their time.
When you give influencers your products to try, you can request they leave a review instead of simply promoting the items in a sales pitch. This gives the influencers a chance to provide honest feedback on their impression of the goods. With their permission, you can later use positive reviews as testimonials on your website and social channels.
8. Offer Discounts and Deals
Consumers tend to respond more favorably to discounts and special offers. So when you share a discount code with an influencer, you increase the chances of generating more leads to your website or online shopping pages.
9. Use an Omnichannel Approach
Don’t rely on a single social platform for your leads. Influencers exist across all platforms, formats, and content verticals, so you should create a broad strategy that leverages multiple online channels to attract new leads.
The leading platforms for influencer marketing worldwide in 2020 included:
These figures changed even more dramatically in 2021 with the explosive growth of TikTok and the rise of several new social platforms. As social media continues to fragment, it becomes increasingly important to take an omnichannel approach to your influencer marketing efforts.
10. Track Performance & Optimize for Results
Above all, make sure to track the effectiveness of your influencer marketing campaigns and continually optimize for performance. With the help of influencer marketing software, you can measure which sponsored content is generating the most inbound traffic and which leads are most likely to convert to customers. From there, you can eliminate poorly performing influencers and reallocate budget or recruit new influencers that can yield a higher ROI.
Use Technology to Supercharge Your Influencer Campaigns
You can significantly improve the effectiveness of your influencer-driven lead generation efforts through the use of an influencer marketing platform. With the right software, you can identify the right influencers and analyze which ones generate the highest quality leads.
Contact us to learn more about how Paladin can help you attract more leads for your business.