Email marketing and influencer campaigns may seem like two different strategies, but when combined, they help to drive powerful and exceptional results.
Influencer campaigns create buzz by leveraging individuals to promote brands, while email marketing sustains this momentum by nurturing leads with relevant and valuable content.
Therefore, in this article, we’ll explore the role of influencer marketing campaigns and how email marketing complements this strategy, builds relationships and maximizes ROI.
Influencer Marketing Campaign Defined
An influencer marketing campaign is a strategic partnership where a brand collaborates with individuals who have a strong and loyal following on social media platforms such as Instagram, TikTok or YouTube in order to promote its products or services.
In Nigeria, these influencers could range from celebrities and content creators to individuals having a particular niche audience. These are known as micro-influencers.
What Are The Goals Of Such Influencer Marketing Campaigns
The goal of every influencer marketing campaign is to leverage on the influencer’s credibility and authority within their community to create brand awareness, generate engagement and ultimately make sales.
For example, a Nigerian fashion brand might partner with an instagram influencer who shares cloth inspo in their community. This collaboration will help the fashion brand attract potential customers to themselves.
OR
A hair product vendor can partner with a hair influencer on TikTok to promote their products.
These influencer marketing campaigns often resonate deeply with Nigerians because of how much we appreciate social proof and the recommendations from trusted voices in the digital space.
Look at influencers like Enioluwa Adeoluwa, and Hilda Baci. These are just a few out of the many influencers that have built a great following and loyal audience.
These individuals have made a name for themselves in the digital space by consistently showing up and creating content that helps them build trust with their audience.
When they endorse a product, it often feels like a recommendation from a trusted friend.
The Role Of Email Marketing
On the other hand, email marketing which has often been underestimated especially by Nigerian business owners, is an effective channel used for reaching out and nurturing your audience.
With Nigeria’s growing reliance on mobile devices and the internet, email provides a direct and personal way for a brand to communicate with their potential and existing customers.
Reasons Why Email Marketing Thrives In Nigeria
1. High mobile usage for communication
Nigerians are mostly using their smartphones for communication. Seven out of ten Nigerians check their mails regularly as many companies and brands use it to share important information.
2. Creates direct reach to your audience
Unlike social media platforms, email marketing when done right, lands your emails directly into your customers inbox. No frequent complaints about the algorithm.
3. Builds trust
An email that leads with value helps to build trust and credibility with your audience. In addition, building trust is a very important factor to focus on when trying to nurture your audience.
This is important since you’re leveraging on the influencers audience.
How Email Marketing Complements Influencer Campaigns
Imagine partnering with an influencer that is aligned with your brand values and has a trusted following.
Imagine generating brand awareness and moving leads directly to your inbox for nurturing. Let’s explore how this works.
Increases reach and engagement—Influencer campaigns
While influencers drive awareness and attracts potential customers to you, email marketing helps to nurture and engage those leads to become customers.
For instance, running a campaign with a popular Nigerian influencer can drive traffic to your email list, you can then use your emails to warm them up and deliver engaging, relevant and valuable content.
Provides specific CTA’s
Influencers often direct followers to take specific actions such as signing up for a newsletter or even joining a WhatsApp group.
However, email marketing ensures those leads don’t go cold by delivering timely valuable follow-ups and providing more information to convert them into paying customers.
Stay top-of-mind—Influencer marketing campaigns
Not everyone who interacts with an influencer campaign will make an immediate purchase. However, email marketing helps you to segment this audience and send promotional content or case studies that will gently nudge them towards making a purchase.
Improves Personalization
While influencer campaigns are great for generating buzz, email marketing takes it a step further by offering personalized experiences.
With data from sign-ups or purchase history, you can create tailored emails that will resonate with your audience.
Gain a loyal audience
Influencers can attract first time buyers but your email marketing strategy will help turn them to returning customers and even brand advocates.
By integrating loyalty programs into your emails, you can keep your audience engaged and satisfied.
4 Practical Steps On How To Combine Email Marketing with Influencer Campaigns
Step1. Collaborate strategically with influencers
Choose influencers whose audience aligns with your target market.
For example, if you sell food products, you can partner with an influencer like Hilda Baci whose followers will resonate with the message.
Step 2. Use influencers to drive email sign-ups
When collaborating with influencers, ask them to promote your lead magnets such as free e-books, discount codes etc. Ensure the sign-up process is simple and mobile friendly.
Step3. Offer exclusive content through emails.
Encourage influencers to always highlight the value of subscribing to your email list. Everyone loves value, especially the kind they resonate with.
Once they sign up, deliver on the promise by offering valuable, engaging and compelling content through your emails.
Step4. Track, analyze and optimize performance
Use analytics at your disposal to track the performance of both your influencer campaign and your email marketing efforts.
Monitor metrics such as:
- Click through rates from influencer links.
- Email open and conversion rate
- ROI (Return on Investment) from the combined strategy.
Use these insights to adjust your campaigns and maximize results.
Conclusion
For Nigerian business owners aiming to stay top of mind in this competitive market, integrating email marketing into influencer marketing campaign is a strategy worth exploring.
Influencers will help you create awareness and reach your audience while email marketing builds lasting relationships and drives conversions.
By combining these two strategies, you’re on your way to building a brand of loyal customers.
Whether you’re in fashion, tech or e-commerce, now is the time to improve your marketing efforts.
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