How influencer marketing can boost your PPC campaigns
Updated: Jan 24, 2020
Part 1 of 4
I’m sure you’ve heard about influencer marketing. But have you tried including influencers in your social media strategy?
At Fourstarzz Media Influencer Marketing Agency, we regularly help our clients combine influencer marketing with pay-per-click (PPC) campaigns. Our approach effectively merges authentic influencer-generated content with Facebook, Instagram or LinkedIn ads’ highly effective targeting options.
Some clients ask me, “Why should I do both, influencer marketing and PPC?” It’s a valid question. The combination allows you not only to boost brand awareness but also to break through the so-called “organic reach” issue. As an added bonus, you get valuable real-time feedback on your live campaigns.
Other clients worry that it seems more difficult to optimize live influencer campaigns. Reusing influencer-generated content in PPC campaigns is an easy solution.
Working with multiple influencers at the same time provides you instant feedback on which content works the best. Once you know what works, Facebook, LinkedIn, or Instagram ads are a great way to get that performing content in front of more people.
Here at Fourstarzz Media Influencer Marketing Agency, we’ve found time and time again that including PPC in your influencer campaign increases the ROI of your campaign and decreases the costs of your PPC campaigns.
To help you understand the benefits of our approach, I’ll explain why combining influencer marketing with PPC campaigns is extremely powerful and give you details on how to do it.
Part 1: Why does social media marketing have a visibility issue?
Part 2: How can influencer marketing fix social media marketing’s visibility issue?
Part 3: Why is a combination of PPC and influencer-generated content most effective?
Part 4: How can I implement an influencer-PPC campaign? (A step-by step guide)
Why can’t social media marketing drive organic reach on its own anymore?
A lot of businesses choose Facebook to boost their social media marketing activities. Some years ago, they opened Facebook pages to build online communities and boost brand awareness, hoping to generate cost effective organic reach and traffic.
Back then, that worked amazingly well. On Facebook, businesses quickly and easily extended their reach and got a leg up on their competitors.
But between 2016 and 2017, Facebook’s organic reach drastically declined, as seen in this example of the Chicago Tribune.
In 2018, Facebook made clear why ads’ organic reach was in decline.
Mark Zuckerberg announced a change to Facebook’s algorithm that decides what content users see in their feeds. This adjustment yielded a drastic change for marketers on the platform, as Facebook users now saw less branded content, making it more difficult to organically drive traffic or increase brand awareness.
At the same time, Instagram functionality also changed. Its new chronologically-ordered feed had the goal of delivering fresher content and content from those with whom users engage most frequently (friends or Instagram influencers). Brands kept on posting content, but as their engagement could not compete with posts of friends or Instagram influencers, their organic reach declined drastically.
Brands still wanted followers to see their content, so they faced an expensive choice. They either had to…
(a) start delivering high quality, engaging content at scale on Facebook and Instagram
(b) run more paid ads.
Smart marketers fixed the visibility issue by using influencers to craft branded campaigns for them.