Influencer marketing—the process of leveraging influential people on social media to promote a brand—is on the rise. A 2016 study by Linqia, found that 94% of marketers found this strategy to be effective. Other studies back this up, with one from eMarketer finding that 84% planned to launch at least one influencer campaign in 2017.
However, consumer preferences can be capricious. In an increasingly content inundated digital world, brands need to step up their game to stand out.
But how can brands and businesses compete against the likes of Kim Kardashian and her 109 million followers?
According to the traditional marketing funnel model, you need to generate as much brand awareness as you can at the top of the funnel, work your way down by applying marketing strategies to those that represent strong prospects (middle of the funnel) before turning them into customers with more direct marketing and advertising (bottom of the funnel).