Mastering the Marketing Funnel with Strategic Partnerships
min read

Mastering the Marketing Funnel with Strategic Partnerships

Sharon Muhambe
Sharon Muhambe
May 20, 2024

Influencer marketing has become a powerful tool for brands, but navigating its effectiveness depends on understanding the customer journey. Here's where the influencer marketing funnel comes into play.

The funnel outlines the stages a potential customer goes through, from initial awareness to final conversion. Each stage requires a different approach, and partnering with the right influencers can make all the difference.

Introducing the Stages:

  1. Top of the Funnel (Awareness): This initial stage aims to spark brand recognition and ignite audience interest.
  2. Middle of the Funnel (Consideration): Here, you educate your audience about your brand's value proposition and what makes you stand out.
  3. Bottom of the Funnel (Conversion): The final stage focuses on driving action, whether it's a purchase, sign-up, download, or another desired outcome.

The Right Influencer for Each Stage:

1. Top of the Funnel (Awareness):

  • Influencer Types: Here, celebrity influencers and mega-influencers with massive followings reign supreme. Their reach allows them to spread the word quickly and expose your brand to a broad audience.
  • Content Strategies: Think big and bold! Utilize broadcasts, announcements, lifestyle content with subtle brand integrations, and even behind-the-scenes glimpses to pique curiosity.
  • Goal: Generate buzz and plant the seeds of brand awareness amongst a large audience.

Middle of the Funnel (Consideration):

  • Influencer Types: Shift your focus to mid-tier influencers (50k-1M followers) and macro-influencers (10k-50k followers). They often have more engaged communities who trust their recommendations.
  • Content Strategies: Move towards more educational content. Partner with influencers for reviews, tutorials, demonstrations, and comparisons that showcase your product's features and benefits.
  • Goal: Nurture brand interest through valuable content, educating the audience about how your product or service solves their problems.

Bottom of the Funnel (Conversion):

  • Influencer Types: Micro-influencers (1k-10k followers) and nano-influencers (less than 1k followers) often hold the most power here. Their hyper-engaged communities trust their opinions implicitly.
  • Content Strategies: Utilize user-generated content (UGC) campaigns, testimonials, discount codes, and limited-time offers. Leverage the power of authenticity and social proof to drive conversions.
  • Goal: Encourage action! Motivate the audience to take the final step towards purchase or signup with compelling offers and influencer endorsements.

Top-of-Funnel Influencer Content Strategies: Building Brand Awareness

The top of the influencer marketing funnel aims to generate brand awareness and introduce your brand to a broad audience. Here are some effective influencer content types to achieve this goal:

1. Broadcasts and Announcements:

  • Leverage celebrity influencers or mega-influencers with massive followings. Their reach allows them to spread the word about your brand to a vast audience.
  • Content examples:some text
    • Short announcement videos featuring the brand.
    • Live streams introducing your brand and its story.
    • Social media posts showcasing the brand logo or tagline.

2. Lifestyle Content with Brand Integration:

  • Partner with influencers who align with your brand's values and target audience.
  • Subtly integrate your brand into their existing content style.
  • Content examples:some text
    • Fashion influencers wearing your clothing line in their everyday outfits.
    • Travel influencers showcasing your products while exploring new destinations.
    • Foodies promoting your new beverage during a restaurant review.

3. Behind-the-Scenes Content:

  • Spark curiosity by offering exclusive glimpses into your brand's operations or product development process.
  • Partner with influencers who have a "documentary" style or enjoy creating vlogs.
  • Content examples:some text
    • Influencers creating a video tour of your company headquarters.
      • Showing the manufacturing process of your products while highlighting their unique features.
      • Sharing sneak peeks of upcoming product launches or collaborations.
      4. Interactive Content and Challenges:
      • Encourage audience participation and brand engagement through interactive campaigns.
      • Partner with influencers known for creating engaging challenges or contests.
      • Content examples:some text
        • Design contests where the winner receives a branded product or service.
        • Photo challenges to encourage users to share their experiences with a branded hashtag.
        • Interactive polls or quizzes that introduce your brand and its offerings.
      5. User-Generated Content (UGC) Campaigns:
      • Encourage your audience to create and share content featuring your brand.
      • Partner with micro-influencers or brand advocates to kickstart the UGC movement.
      • Content examples:some text
        • Launching a branded hashtag campaign and encouraging user-generated photos or videos.
        • Partnering with influencers to host a product giveaway with user-generated content entries.
        • Collaborating on a creative challenge that showcases your brand in a unique light.
Brands partnering with influencers to reach middle-of-funnel goals
Driving Conversions: How Influencer Marketing Fuels Your Bottom-of-Funnel Goals

Influencer marketing isn't just about creating brand awareness anymore. It's a powerful tool that can be strategically deployed to achieve your bottom-of-funnel (BOF) goals and drive conversions. Here's how to leverage influencer partnerships to encourage action, whether it's a purchase, sign-up, download, or another desired outcome.

The Power of Micro and Nano Influencers:

At the BOF, micro-influencers (1k-10k followers) and nano-influencers (less than 1k followers) become your most valuable assets. Here's why:

  • Hyper-engaged communities: These influencers boast incredibly loyal followings who trust their recommendations implicitly.
  • Authenticity reigns supreme: Nano and micro-influencers often create content that feels genuine and relatable, making their endorsements powerful conversion drivers.

Content Strategies for BOF Success:

  • User-Generated Content (UGC) Campaigns:some text
    • Encourage your audience to create content featuring or using your product.
    • Partner with micro-influencers to kickstart the movement by creating UGC themselves and offering incentives for user participation.
    • Utilize user-generated photos and videos in your marketing materials and social media, leveraging the power of social proof.

Example: Partner with a micro-influencer in the fashion niche to showcase your clothing line. Encourage their followers to share photos of themselves wearing your clothes using a branded hashtag for a chance to win a prize.

  • Testimonials and Reviews:some text
    • Partner with nano and micro-influencers who have already used and love your product or service.
    • Feature their positive testimonials and reviews on your website, social media pages, and marketing materials.

Example: Partner with a micro-influencer who uses your fitness app to create a video testimonial highlighting their positive results and recommending it to their followers.

  • Discount Codes and Limited-Time Offers:some text
    • Partner with influencers to offer their audience exclusive discount codes or limited-time promotions.
    • Track the use of these codes to gauge the effectiveness of your campaigns.

Example: Collaborate with a micro-influencer in the beauty niche to promote your new skincare line. Offer their followers a discount code for a limited time to incentivize purchases.

Additional Tips for Conversion-Driven Campaigns:

  • Focus on clear calls to action: Tell your audience exactly what you want them to do, whether it's visiting a website, using a discount code, or downloading an app.
  • Simplify the conversion process: Ensure a smooth and hassle-free experience for users taking action on your offer.

Track and measure results: Monitor key metrics like clicks, conversions, and coupon code usage to measure the effectiveness of your campaigns and refine your strategy as needed.

Forget Guesswork: Wowzi Fuels Your Bottom-of-Funnel Success with Powerful Influencer Discovery

Influencer marketing is no longer just about top-of-mind awareness. It's a strategic tool to drive real action – conversions! But finding the right influencers for your bottom-of-funnel (BOF) goals can be a challenge. That's where Wowzi steps in.

With these insights, you can refine your influencer marketing strategy, optimize your campaigns for BOF success, and maximize your return on investment (ROI).

Ready to unlock the true conversion potential of influencer marketing? Stop guessing and start partnering with Wowzi! Our platform empowers you to discover the perfect influencers, ensure campaign quality, and measure your success every step of the way.