Influencer Marketing is a leading trend in performance marketing to ensure a better brand reach. In 2022, the brand’s spending on influencer marketing has reached US$16 billion across the globe. Further is expected to grow at an average rate of 30% by 2025. Hence, it can be a great option that can contribute to your brand’s improved performance.
But to make effective use of such influencer marketing approaches, you must check out the successful campaigns adopted by the brands. It will help you to understand key factors involved in the campaign development and how they can affect your performance marketing results.
This blog will highlight the influencer marketing tips that have been adopted by MamaEarth for its successful brand growth. To develop an influencer marketing strategy similar to MamaEarth you can also consult with a leading performance marketing agency.
Essentials to learn from MamaEarth’s influencer marketing
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Promote Brand Values
Influencers can help your brand to have a wide reach. But to ensure an improved conversion the brand needs to be authentic and transparent. MamaEarth has developed toxin-free products and openly claimed them through its campaigns. Also, it promoted its approach to planting trees with every order.
Hence, such practices have helped the brand to attract the interest of a wider audience. Accordingly, it can be reflected that it is important for you to reflect on your brand beliefs and values while developing campaigns. As the brand values reflect upon your internal operational practices. Also, it justifies the way, the brand treats or serves its consumers.
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Selecting right audiences
To ensure the success of your influencer marketing campaign it is important to focus on the right audience base. MamaEarth’s performance marketing team identified millennials and mothers as their target audience. The millennials were the audience for their skin product and mothers for toxin-free baby products.
Such identification has helped the brand to develop appropriate strategies and save on its marketing costs. To know about a suitable audience base for your brand, you can connect with performance marketing service providers.
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Picking the right/perfect influencer for your audience
Based on the identified potential audience base, it is also important to brainstorm to identify the right influencer for your product. As in the case of Mamaearrth to promote its baby product, it partnered with more than 500 mom bloggers across different social media platforms. Such a strategic approach has allowed the brand to gain the trust of mothers.
Also helped in outstanding the competition from legacy brands. Along with such, it targeted multiple micro and major influencers to ensure both mass reach and quality positioning of the brand. Through such an influencer selection approach, MamaEarth was able to target millennials and mothers. Industry research reflects that more than 70% of millennials are likely to buy a product suggested by an influencer rather than a celebrity.
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Optimizing reach across channels
The trends for influencer marketing are not only present on Instagram. But along with such, you can also focus on other platforms. Such includes Facebook, YouTube, Ticktok, and Twitter. MamaEarth partnered with influencers posting across Facebook, Instagram as well as YouTube. Further, with such multiple channels, it ensured the promotion of a clear and concise message.
The approach to influencer marketing aligned with channel optimization has helped MamaEarth to ensure positive word-of-mouth among the audience. The performance marketing strategies of MamaEarth involved promoting sustainable habits among its users.
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Evaluating audience responses and adopting transformations accordingly
The most important approach to be focused on in Influencer marketing is making constant changes. The millennials and GenZ audience are easily distracted if you are using similar advertisements or targeting strategies for a long duration. Hence, based on the user reaction, a potential shift in influencer marketing strategy is to be adopted.
Such may include having a check on the audience’s reaction to influencers promoting products. Based on this the list of influencers with whom you should connect can be redefined. MamaEarth has partnered with both celebrities as well as young influencers to target potential audiences. Further to retain audience engagement, MamaEarth also ensures the introduction of changes in its products. Such helps to add to product variety and to attract audiences with diverse needs and interests.
Conclusion
It can be concluded that MamaEarth’s performance marketing strategy has helped to position itself in the cluttered skin and baby care market. You can also integrate the tips adopted by MamaEarth to improve your influencer marketing strategies. However, to get a customized influencer marketing strategy for your brand you can connect with experienced marketers at Verve Online Marketing.
We are a leading performance management company providing marketing solutions to suit your brand’s promotional needs. Along with performance marketing services, we provide a range of digital solutions to boost your brand performance.
