Are influencers worth the investment in 2020?

The short answer: yes, but...

The long answer: read on.


When influencers are charging anything from R2,000 to R200,000 per post, we need to ask ourselves:

  1. Is the price justified in its ROI?

  2. Is an Instagram “link in bio” more effective in driving sales than a “buy” button on a Facebook ad?




ONE: The value of influence

To justify the cost of influencer marketing, we measure how well that influencer is able to:

  • Amplify the brand’s message,

  • Reach a target audience,

  • Generate conversation that can be mined for insights, and

  • Convince their followers to consider purchasing from the brand.


But first we should ask ourselves how their role is expected to influence the overall sales and marketing strategy.


By amplifying a brand’s message to a targeted audience, the work of influencers should support an existing marketing strategy and allow sales teams to more effectively convert leads.

TWO: The role of influence

According to research by GlobalWebIndex, three out of five South Africans are using social media to research brands, but only 12% would then purchase from a "buy" button. Influencers can provide further opportunity to drive these sales through conversation around their content. With content that is fun, organic and engaging; influencers can effectively disrupt the way we see familiar products and encourage us to consider purchasing from a brand - on the brand’s owned channels.


But even if influencers are trendy and persuasive, they’re not in the game of driving sales and strategy. They’re conversation starters that direct consumers onto an already existing sales journey.

By amplifying a brand’s message to a targeted audience, the work of influencers should support an existing marketing strategy and allow sales teams to more effectively convert leads.


CONCLUSION

If your brand’s marketing strategy has an effective sales funnel, influencer marketing is worth the investment. Driving messages into targeted audiences or reaching new ones can increase revenue, but only if that message supports the existing strategy.


Get in touch with us for more insights on influencer marketing

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