What is a full-funnel creator strategy?
A full-funnel creator strategy maps different types of creator content to each stage of the customer journey. This way, your creators can do more than just drive awareness. They can build trust with their audience and educate them about your brand. At the bottom of the funnel, content paired with promo codes, discounts, and limited-time offers can help drive conversions.
This full-funnel approach makes sure your creator strategy isn’t just reaching people, but driving them to act and converting them into paying customers. Focusing on the entire customer journey maximizes ROI by creating new or repeat customers.
How do I measure influencer marketing performance?
To measure influencer marketing performance, look beyond vanity metrics to evaluate conversions and ROI.
At different parts of the funnel, you’ll want to focus on different metrics to track success.
At the top of the funnel, look at awareness-focused metrics such as:
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Views
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Engagement
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Shares
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Saves
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Impressions
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Reach
In the middle of the funnel, you’re trying to build trust with users and further educate them on why they should consider buying. Mid-funnel metrics to measure are:
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Likes
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Detailed comments
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Clicks
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Watch time
When creators bring potential customers to the bottom of the funnel, they get them to buy. The metrics to measure success at the bottom of the funnel are more straightforward:
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Sales
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Promo code redemptions
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ROI
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ROAS
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Conversion rates
Do influencers actually drive conversions?
Yes, influencers drive conversions, especially when you match them with the right stage of the funnel. Influencer marketing campaigns often excel in terms of exposure and awareness, but they can do more for you. With the right strategy, creators can drive conversions at the bottom of the funnel.
Followers tend to trust influencers they watch regularly and see as experts instead of advertisers. Product recommendations come across as authentic suggestions.
When creators present affiliate links, discounts, or limited-time deals, their viewers are more likely to buy.
