As the national and international situation evolve with COVID-19, companies are facing hard-to-make decisions. Contracts are cancelled, budgets are cut and most of us fear a down-spiraling drop in business.
Yet, while companies are talking about losses in capital, let’s not forget the employees’ reality. Their chat is all about family organisation, not-commuting anymore, grocery shopping/hoarding, before the obvious drop in income.
The current context is rushing so many decisions (and radical ones) that opportunities to make a difference are sometimes lost in translation… of lifestyle.
Why is teleworking boosting influence marketing?
An employee who works from home is also a consumer consuming from home. The question being, it is the same type of consumer as the one who usually do not have time to buy? Or can we make money inviting them to buy… nothing?
Of course, Netflix and delivery services are the one that are leading during quarantine.
Yet, this does not mean that, because commuting is restricted, brands cannot organise successful launches during these strange times.
If the customer cannot move a lot, let’s bring the products to the customer instead.
Nano-influence or ‘consumer advocacy’ is the ideal deal for the period.
‘Consumer advocacy’: what is it again?!
Nano-influence, is a type of influence targeting especially small communities.
No mass prescription with this type of influence marketing. Recommandation operates peer to peer, within close circles. The trust is therefore very high, and word of mouth, especially efficient.
How does it work? A business or a brand get in touch with an agency like Sampleo.
Why? Because Sampleo counts more than one million of influencer profiles around the globe in its database. Therefore, you will probably need a bit of help from a expert team to reach the core target of your product and pick the right strategy towards your goals.
Examples of the criteria that help select your core target:
-gender and age
-purchase behaviour and habits
-occupation and socio-economic background
-interests and hobbies.
What is a nano-influencer exactly? A nano-influencer has less than 1K followers to its social media accounts. Each content this influencer produces is nonetheless precious, as it is authentic and high value testimony published towards a very close responsive audience.
Contents a nano-influencer would publish for a brand are: comments, ratings, reviews, word of mouth like recommandation or invitation to follow a brand account or a web page.
In exchange: the brand would simply send a free product, a voucher or samples to share. In most cases, a playbook leaflet will sen to. This document would be co-created by the brand and the creative team of the Agency to brief the consumer specifically on the product and type of content to produce.
KPIS, please? Conversion rate is excellent 5,8% on average – up to 7% depending on the campaign.
At home, consumers can become ambassadors. The product is available for them to try, the experience of the brand is at their disposal.
Ofter, these nano-influencers are therefore lasting customers and prescriptors of the brand even after the campaign. This is partly due to the homey trial environment and the community aspect of the process.
Teleworking: more time to enjoy what you have home
During COVID-19, building a consumer advocacy strategy is one of the smartest marketing decision to make. It is surely one of the easiest idea to implement within the current situation as it optimize a lockdown situation on terms that do not invite consumer to spend their money.
A win-win situation?
For one, consumer have time to browse (or scroll) through campaigns they like. As consumers have time and information delivered to enjoy products whenever, they will publish R&R (‘Ratings and Reviews’) and UGC (‘User Generated Content’) of high added value. Which is great for the brands!
In the meantime, brands have the opportunity to strictly select influencer profiles that best fit their needs. They also collect the data, and royalty-free content generated by the ambassadors.
To sum it up, consumer advocacy is, no doubt, one of the safe bet of the period : 1. Safe enough to give it a try during a scary time of scarce money, 2. Risky enough to dare and test a different kind of marketing strategy to uplift revenue long-term.
Tempted, but still want to know more about consumer advocacy? We got you.
We also have heaps of experts to advise you and plan free 1:1 with at your convenience.