remind them of a product or service based
on a story they just read or a site they have
just visited. Retargeting not only creates
TOMA it also helps customers address
any concerns they would have about your
offering during the buyer journey. They
would then become more familiar with
your product or service and feel more
comfortable to buy it.
Repurposing content or repackaging
content is also a useful way to support
influencer driven purchases. You can
package information about your product
or service as a blog, video, audio clip, image
or presentation cut into bits that can be
used over a long period of time. Think of
it as doing a photo-shoot and releasing a
photo at a time.
That’s part of what influencers would do
when you hire them. As long as the content
is catchy and interesting, it will have a
longer shelf life. This is also a good way to
hook people who prefer to interact with
real content as opposed to advertising.
Such customers would instinctively
resonate with your adverts when they see
them, even when they do not know why.
If done right, then getting the right
influence to push your product or service
would be the last step. This would then
be used in the context of social proof.
People generally distrust advertising, and
Followers are sel-
dom customers,
additionally they
are exposed to so
many brands in
a single day that
they
wouldn’t
particularly take
any purchase de-
cision based on an
influencer. Hav-
ing an audience
is good but put-
ting your focus
solely on building
a following is a
fool’s game. This
pursuit of recog-
nition is proving
to be a terribly
crowded race.
word of mouth remains the greatest form
of endorsement. Simply having videos
and podcasts and nice images may not be
enough. Creating social proofs that make
people feel like giving you their money,
time or information is a safe bet.
Lastly, you can then get an influencer
who can tell your story, resonate with
your product and most importantly is
believable enough to make people want to
buy your product.
You can use various ways to help them
drive sales. For example, the easiest would
be much like a buy one and get one free.
This will also test the believability of
the influencer you have attached to your
brand. You may also be a victim of the likes
and shares! The importance of attaching a
sales KPI to influencers will overall help
marketing people make better decisions
regarding where to spend money online.
Diana Obath is a seasoned Public
Relations
and
Communications
Specialist. You can commune with her
on this or related issues via mail on:
[email protected].