Influencer Marketing For Dummies

Chapter 13

Integrating Influencer Marketing with Your Sales Funnel

In This Chapter

Understanding the sales funnel

Reaching the right audience

Identifying where you can exercise control

The ultimate goal of all marketing programs — the good ones anyway! — is to support the business by getting more people to buy your products. There are many steps in the consumer’s journey — from finding out your product exists to handing over cold hard cash and taking it home.

Like the characters in an ensemble comedy, your marketing team and each of your marketing initiatives — including influencer marketing programs — has a role to play. Think of the product as your heroine, and your sales team as the sexy love interest. The marketing team is in charge of creating dazzling scenery and sumptuous costumes, writing witty dialogue, and enforcing continuity of the story. As the director, you make sure all the parts work together, with no one character upstaging another.

The influencer marketing program is the very important BFF supporting character. She’s the one to whom the heroine tells everything, who cracks the funniest jokes at the perfect moment, and without whom you couldn’t have a movie. As ...