It is now commonplace to see organizations using influencers as part of a digital marketing strategy. Often the concept of influencer marketing has been construed as Celebrity marketing or Celebrity endorsement. While the lines are blurry on the distinction between the two in our part of the world, the focus of this post is to explore the often-overlooked part of influencer marketing.
It is also to shed light on the essential steps businesses must take to maximize benefits. The issues raised in this blog apply to both influencer marketing and celebrity endorsements. Let’s now proceed to establish what influencer marketing is.
What is Influencer marketing?
Influencer marketing involves collaborating with individuals who have significant influence with their followers on social media and leveraging this influence to promote products and services.
At its core, Influencer marketing, relies on the principle that customers tend to trust other customers (In this case Influencers) more than a business’s self-promotional activity. When executed effectively, this strategy offers numerous advantages, including heightened brand awareness, enhanced credibility, and increased sales. It can be likened to ordering “Jollof” and getting kelewele, salad and some juice as add-on- the Jollof however must be delicious and it better be “Ghanaian Jollof”
Contrary to popular misconception, merely having an influencer does not seal the deal for your business; instead, you need to look at Influencers as directional signposts pointing customers to your doorstep. While influencers attract attention, it’s your responsibility as a business to convert that attention into sales. The pivotal question businesses must ask is: Why invest in influencer marketing if you’re not prepared to deal with the influx of potential customers in a way that reaffirms the total experience the influencer portrays?
Picture this: an influencer as a guidepost leading folks to your doorstep. But, my friend, getting them there is only half the battle. The real magic lies in what happens when they knock on your digital and physical door. Are you prepared to welcome them with open arms, or are you fumbling in the dark like during “Dumsor” when there is a power outage?
The biggest challenge of a successful influencer marketing effort is how businesses handle enquiries and manage customers after and during the influencer campaigns. Many businesses fall short in this critical post-engagement phase by sullying the customer’s journey with wrong product deliveries, lack of empathy, delayed responses, unattended messages and unfulfilled promises.
The hard truth about influencer marketing
The truth is that influencer marketing requires more than just securing partnerships with influencers.
- It requires a total customer experience strategy that integrates the full benefit of an influencer marketing campaign with the experience promised customers.
- It’s about creating an environment where every customer, regardless of their status, feels valued. Where your product delivers on it brand promise to avoid affecting customers trust with your brand.
Businesses must question their commitment to a return on investment (ROI) from influencer marketing. It’s not just about throwing money into a campaign; it’s about reaping the benefits by providing an exceptional customer experience. Neglecting this part does not only hamper the customer’s perception of your business but also undermines the credibility of the influencer associated with your brand.
Now, the next time you venture into an influencer marketing campaign, ask yourself: Have you put your house in order? Is your team accessible, responsive, empathetic, and knowledgeable about the product? It’s not just about influencers.
Success in this dynamic digital strategy requires businesses to go beyond the attraction of influencers and focus on delivering an exceptional customer experience.
Let me be blunt – don’t throw money at an influencer campaign if your house is in disarray. Success isn’t just attracting attention; it’s about turning that attention into loyal customers who’ll sing your praises like a classic highlife tune that gets everyone on the dancing floor anytime the DJ plays it. The music hits all the right notes- so must customer experience.