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Influencer marketing is rising, with almost all major companies allotting significant portions of their budgets to this strategy. Hundreds of studies give you even more reasons why you should jump on the influencer marketing wagon.
Here’s the problem:
Doing it wrong can damage your revenues and possibly your reputation. To avoid that, read the guide below. We’ll tell you what problems influencer marketing solves for Consumer Packaged Goods companies and how to leverage it for your company.
Of course, we’ve included plenty of examples to get you more inspired. Keep reading below!
If you haven’t tried influencer marketing for your CPG brand so far, the cold numbers prove why you should.
A recent Facebook report on 15,000 consumers from around the world found that:
As you can see, using influencer marketing allows you to target an entirely new pool of customers—and particularly people that will heed your messages. The results will be a 64% increased engagement rate and a 110% higher click-through rate.
Before using influencer marketing for your CPG company, think of the challenges that your industry is facing:
Luckily, influencer marketing can solve those problems because:
As a result, you’ll:
It’s not enough to decide to use influencers for your next marketing campaign to see your sales soar; it takes a little more work than that. You have to strategize, set your KPIs, find ways of measuring results, and ultimately be ready to improve any campaign.
But it all starts with this:
Be clear on what you, your consumers, and your influencers want.
Let’s start with what your company wants. It’s wise to set specific goals with an influencer marketing campaign, just like any other campaign. We’re telling you this because some marketers believe that influencers’ content is best used for awareness when, in fact, it’s an excellent tool to drive sales directly from those influencers’ pages.
Besides, specific goals are the cornerstone of setting appropriate KPIs and measuring your results.
Next, let’s look at what CPG consumers need:
As such, you need to choose influencers that are:
Remember that your target market will want to look at plenty of tutorials with valuable tips on using your products. Secondly, they’ll need to make quick purchases.
So, you want your influencers to bring fresh perspectives on how to use your products, provide inspiration, and create urgency.
Now influencers want:
At this point, you need the right tool to find those influencers. Remember that you, your influencers, and your customers have to click perfectly. You also want to save money in the long run, which means you’d need to repurpose the content your influencers create on various platforms.
Here’s where inBeat.co comes in handy.
First, you can use inBeat to source influencers and organize their work FOR FREE! Second, you can use our platform for CPG marketing and product seeding, incentivizing content creators to stay motivated for longer.
But first, ask yourself this:
CPG influencer marketing has proven effective if you look at the bigger picture outlined by the studies we cited above. On the other hand, what’s the little picture? Specifically, how does CPG influencer marketing help your company thrive specifically?
If you have a small brand that’s not exceptionally well known, influencer marketing will drive awareness. According to a Kantar study, 60% of the people seeing influencer content regarding your brand will follow your company.
And, of course, that evergreen content will help you save money in the long term.
Just look at Bluehouse Salmon—that’s one of inBeat’s customers.
This company sells organic salmon, and as you can agree, it’s pretty hard to find a new twist every time you do a marketing campaign. Sure, they retail delicious, healthy salmon, and their clients love them, but that proposition doesn’t bring too much marketing material.
However, Bluehouse Salmon rarely invests in marketing because they’ve filled their entire content calendar with user-generated content.
Just a minute’s worth of scrolling on their Instagram account shows you these beautiful recipes sent by people who’ve tried their salmon. So the brand hits multiple birds with one stone:
Even if your company is already better established in the market, you’re still facing one problem: staying relevant. You don’t want smaller competitors sneaking up on you and stealing your market share. Invest in influencer marketing to:
Take Diet Coke’s #unlabeled campaign. The company jumped on the inclusion/diverse identity wagon with its 2019 campaign promoting empowered people worldwide. Coca Cola partnered with various influencers that showcase their unique identities, such as:
Basically, Coca-Cola wants to build its legacy in the pro-diversity, no-label movement. To achieve this, the brand stripped its logo from the Diet Coke cans and left just the two representative colours: white and red.
That stripping away of labels holds powerful symbolism, but Coke could pull it off thanks to its long-standing reputation. A similar strategy wouldn’t work for lesser-known brands.
In the end, the #unlabeled campaign brought Coca Cola:
CPG influencer marketing is a complex project, but you can pull it off if you’re following the best practices. Remember to choose the right platform to help you navigate all challenges, from selecting the right influencers to signing the right contracts and ultimately getting the desired results.