Do you want to use content marketing and influencer marketing to increase the number of people who follow you on social media? Do you want to know how to turn your supporters into superfans through effective public relations?
In this post, you’ll learn how to inspire your fans to participate with your company in deeper, more meaningful ways.
Why Do You Need Brand Superfans?
Your biggest supporters are your superfans. They’ll spread the word about your business, tell their friends about it, and interact with you in a variety of ways. Your superfans are out there — all you have to do now is engage with them and provide them spectacular experiences that will keep them coming back for more.
Most interpretations of brand engagement agree that it refers to an interaction-driven relationship between a company and its customers. Because brand interactions offer opportunities to establish deeper connections with fans, social media marketers have long championed the significance of engagement.
On the other hand, marketers require a systematic approach to developing and measuring a brand engagement plan. You may use brand engagement to:
- Build a competitive advantage in the market
- Increase client retention and loyalty
- Create and motivate new brand ambassadors
It’s crucial to realize that not all participation is equally effective in bringing these benefits.
Here’s a quick rundown of how branding affects customers:
- Consumers utilize brands to differentiate one company’s offering from that of competitors. This information enables people to make quick decisions by allowing them to make efficient quality, appropriateness, and value assessments.
- Consumers use brands to construct and show their self-image and identity.
- Consumers can connect with and even co-create the brand.
- Consumers build cordial relationships with brands and, as a result, with companies.
- Brands assist customers in forming and maintaining social bonds.
Superfans are fans who enter your brand ecosystem, become enamored with it, and go to great lengths to integrate it into their personal identities.
That’s what excellent engagement does, and marketers can build a structure that makes it easier to go from low-level to deep brand involvement.
How Can You Transform Your Followers into Superfans Using Content & Influencer Marketing?
It’s not easy to acquire a devoted following. Building and keeping supporters who will stick with you no matter what takes time, effort and strategy. You can’t establish a dedicated fan following unless you grasp the “Pyramid of Fandom.”
The Pyramid of Fandom essentially states that fans aren’t born when people discover you. Instead, they are formed throughout time by the moments you make for them. Therefore, you must put in the effort to convert casual audience members into superfans who promote your business every time they get the opportunity.
So how exactly do you channel your efforts to convert casual followers into brand superfans?
The answer is through effective content marketing and intelligent influencer marketing. So let’s find out how.
How to Incorporate Your Brand Engagement Funnel into Your Content Marketing Strategy
Your fans don’t become superfans overnight — it requires time and development. One little encounter develops into a deeper, lasting bond.
While this can happen naturally, guiding your fans via an engagement process can yield more consistent outcomes. Consider it an engagement funnel that draws people deeper into your business and allows them to have more meaningful emotional experiences.
The following steps make up the levels of an engagement funnel:
- Content consumption
- Making little gestures of encouragement
- Participation in conversations
- Promoting the brand
- Being present physically
- Brand-related content creation
Let’s take a quick look at what occurs with fans at each stage of the interaction funnel.
The fan consumes the content you create, such as a blog article or a video. This is primarily passive, but it is significant.
Making Little Gestures of Encouragement
A fan’s like on Facebook is a simple action, but it is an engagement. The fan is doing something to engage with your content and brand.
Participating in Conversations
Through actions such as comments or direct emails, your fan gives their voice to your promotion. Of course, the size and regularity of the conversation are essential, but any exchange is an indication of deeper participation.
Promoting the Brand
Your fans’ enthusiasm has risen to the point where they are willing to spread the word about your products and content to their networks. It could be as simple as clicking the share button on a LinkedIn post or leaving favorable Google reviews.
Even modest acts of championing are significant because they necessitate a far higher level of investment from the supporter, risking their reputation in some cases.
Being Present Physically
Attending brand events means your fans devote time and effort to simply be a part of your brand. Because events are notoriously tough to sell, getting someone to attend is a significant accomplishment.
Fans who participate in webinars or live streams can count toward this stage to some extent. Although their presence is virtual, they nevertheless place themselves in a position to consume your content at a given moment, which is a significant commitment in and of itself.
Brand-Related Content Creation
This is the Holy Grail of content marketing: when your fans are so enthusiastic about what you’re doing that they create content for you. These are the people who write blog entries about your services, take pictures of themselves with your products, organize fan meetups and create tutorials and videos to help others in your community learn about your services.
Your supporters are now doing your marketing for you.
How to Combine Content Marketing Strategies with Influencer Marketing
Influencers can help you take your content marketing campaign to the next level, no matter where you are in the process.
- Influencers can help to keep content fresh. Influencers are in the trenches with their audiences every day, so they know the market better than anyone. As a result, brands can gain additional insights by collaborating with them from the start of a project or campaign.
- Customers have faith in one another. A pleasant suggestion from a trustworthy influencer is three to ten times more likely to convert a buyer since the relationship between an influencer and his or her audience is built on transparency.
- They can cut through the clutter. For example, suppose a fan receives an email or sees a social post from someone they regularly follow. In that case, they are far more likely to open the email or click the link than if the identical communication comes from a business with which they have no personal relationship.
You start to get recognized if you can acquire enough influencers to talk about your product or business.
In a nutshell, influencers increase the credibility of your content. Their guidance can help brands stay relevant, and their endorsements (which they’re more likely to grant if a brand has collaborated with them from the start and sought their opinion) speak louder than your content alone.
Now that we’ve convinced you to go ahead with incorporating influencer marketing into your content marketing strategy, how do you find and start working with an influencer? We’ve summarized the steps for you below.
How to Get Started with Influencer Marketing in 4 Easy Steps
Onboarding an influencer of choice can be tough, especially if you don’t have a process in place first. Follow ours, and you’ll only thank us later.
Have a Foolproof Influencer Marketing Strategy Ready
Before you bring influencers on board, make sure you have a clear plan for the function they’ll play in your content marketing campaign.
It is not a collaboration or a long-term relationship if you simply provide material and ask them to share it. Instead, make a strategy for involving them in your content campaigns:
- Amass priceless market knowledge. Consult with influencers to determine which issues in your sector generate the most interest and which platforms to leverage to reach your target audience.
- Acquire resounding endorsements. In exchange for a positive endorsement on their social media platforms or blogs, provide your influencers a preview of your content. For example, sending them a pre-publication draft for a complimentary quote to add to the content or on relevant landing pages is a good idea.
- Share each other’s platforms. Swapping guest posts or interviews is a terrific influencer marketing strategy. This provides a new platform for your influencer and your firm to promote one other’s brands.
- Make collaborative content. Collaborate with influencers on a thorough and engagement-focused content plan to take your market research to the next level. Influencers thrive on providing engaging content and can drastically change the way you advertise your material.
2. Identify Your Top Online Influencers
Finding the right influencers for your target audience and content marketing is the key. In addition, you must seek out partners to have a significant impact.
Influencers who are appropriate for your brand:
- Keep audiences that are similar to your target market.
- Share your company’s principles and passions.
- Are willing to collaborate with you in a win-win relationship
You may use tools like BuzzSumo and Traackr, which may come at a price, but justify their worth in the long run.
3. Get to Know Your Influencers Better
Begin getting to know potential influencers once you’ve identified them. Follow their social media accounts, participate in their conversations, and share their content, among other things.
Just ask if you’re not sure if someone is a suitable fit for your business. Inquire about their interests, motives, and so on.
4. Recruit Your Influencer & Set the Ball Rolling
When you’re convinced an influencer is a good fit, send them a private message or call them and tell them precisely what you’re looking for — and what you have to give.
Remember that a collaborative effort is mutually advantageous, so be prepared to explain how you will assist the influencer:
- What are some ways you can broaden his or her audience/network? For example, do you have a targeted audience that you can share with the influencer? Is it possible for him or her to publish on your content platform?
- What kinds of benefits may your company offer? Are there any sneak peeks? Merchandise? Do you have access to events?
- Is there anything else you can do in terms of training or education to help the influencer in his or her niche?
Remember that influencer-audience relationships are built on trust. Therefore you must demonstrate that you are deserving of their and their audiences’ time and money.
Transform Your Engaged Fans into Brand Superfans Using the Perfect Combination of Content & Influencer Marketing
Working toward well-defined goals and mapping out a plan to achieve them can yield better outcomes like any marketing campaign.
Here are the actions you need to follow to establish that plan and bring fans into greater levels of engagement:
- Model the behavior.
- Encourage the behavior.
- Incentivize the behavior.
- Reward the behavior.
Assume you want your fans to create brand content by posting more images of themselves wearing your t-shirts on Instagram with your branded hashtag.
- You may pay relevant influencers to post photographs with your hashtag, then remark on and reshare to model the habit.
- Then, to encourage the activity, send out social media and email requests for images from admirers.
- If the simple request method takes too long, you might use a contest to incentivize fan photos.
- Reward your fans when they begin to share images.
The incentive under the contest approach is an actual prize, while the reward for behavior that occurs outside of a contest can be acknowledged. For example, a comment or message from the brand can be pretty satisfying for a fan who posts images of your products on social media.
If you want your fans to be engaged, you must connect with them as well, which means liking, commenting, and resharing the content your fans create for you regularly. Then, to keep pulling followers further into the brand, repeat the Model-Prompt-Incentivize-Reward process.
Over time, you can build your audience and their engagement by identifying the fan behaviors you want to see grow and harness the value the fans see in the experience (what’s in it for them). Of course, the specifics of how you implement these ideas will vary depending on your brand and engagement objectives, but the foundations remain the same.
When you grasp how to use brand engagement funnels, you’ll see them all over the place. Even if they don’t phrase it in these precise terms, the most engaging brands in the world use the process described here, and you can learn a lot from what they do effectively.