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Ramya Ramachandran

Influencer marketing is a marketing technique that has grown with popularity in recent years. As we progress, one of the most essential and fascinating features of influencer marketing is how it is transitioning from a public relations role to a cross-functional process. Influencer marketing includes an increasing number of stakeholders and functions across the enterprise.

Cross-functional Influencer Model

As influencer strategies were recognised across corporate communications, social media marketing, performance marketing, and CRM, with the emergence of cross-functional influencer programs, it began within marketing departments. As a result, influencer programmes are now moving into other parts of the firm, for instance, customer service, product marketing, and human resources. In the nutshell, cross-functional influencer marketing is focusing on a customer-centric approach that benefits the firm's growth trajectory.

Customer-Centric Approach

Most businesses already contact the customer success department in order to establish and improve the customer experience in order to assist the firm to accomplish its goals. However, an organisation will not be totally effective unless customers are placed at the centre of the firm. However, there are many elements that an influencer marketing business considers when developing a brand's reputation while retaining the brand's individual innovation. 

The agency has numerous departments that focus on a variety of topics such as talent strategies, campaign planning, social strategists, influencer panelists, and creative producers that work at every stage of the campaign. As a result, these aspects contribute to a company's success and ensure that customer success is appropriately implemented internally before manifesting it outwardly.

Enforce Cross-Functionality

A cross-functional strategy aids firms in developing a customer-centric mindset. It brings departments together to discover the needs of the clients and help them achieve their objectives. A lack of cross-functionality leads to departments functioning independently, with their own solutions, and encourages silos. Silos are bad for your organisation because they impede communication between departments and lead to a lack of a shared purpose—an amazing customer experience across all journeys inside your organization.

The accomplishment of a client, or their decision to churn, is not always tied to the work of your customer care team or the campaign to highlight; it is in the hands of the entire organisation and its many departments such as marketing, sales, product and operations.

Consumer Marketing Campaign

Many organisations consider influencer marketing to be an important aspect of their digital marketing strategy. Influencer marketing, as a highlight of social media marketing, allows businesses to raise brand awareness, form important alliances, increase sales, and help other marketing programmes such as SEO and SEM. Influencer marketing is a very effective tool. As a result, many businesses are not only intrigued but also work with a popular social media influencer to market their brand. Knowing who your clients are and what they do online is a fundamental belief. Several efforts are developed by the companies to aid in client contact by producing memorable, brand-focused content.

Challenges and Solutions

Influencer marketing may generate tremendous returns on advertising investment. However, there are certain obstacles that a company must overcome before it is ready to engage in it.

Understanding different types of influence

It is critical that everyone in your company who is involved in your influencer marketing strategy understands the distinction between micro, macro, and celebrity influencers. Other forms of influencers have just emerged as a result of the widespread usage of social media. Since then, influencer marketing has come a long way. Celebrity influencers, of course, still exist in the modern social media environment, and they frequently have 1 million or more followers on their social media profiles. 

Finding the best helps in brand escalation

According to industry studies, the most difficult aspect of influence marketing is locating and selecting the best, most relevant influencers. In most cases, focusing on attracting a famous influencer with millions of followers is not always a good idea. A three-pronged influencer strategy always helps to increase the top-of-mind awareness for a brand.

Leveraging the influencer

After determining the best influencers who could benefit your brand, the next step is to approach them and persuade them that it's worthwhile for them to engage with you. You must ensure the influencer follows their tonality while they’re in an engagement for the brand. For example, if an influencer’s audience prefers regional language, that should be their main language in the brand integration too.

Outreaching the value

The sort of content developed and shared is an essential component of any influencer marketing effort. To be successful, the material must resonate with the audience. As a result, you must engage in transparent content agreements with the influencers you employ. You must specifically decide who will develop the content—you or the influencer. If you build it, you must collaborate with the influencer to determine how he will use it. The audience should perceive it as genuine. Many brands have discovered that co-creating content with their influencers is the simplest solution. As a result, the content remains on-brand while also feeling true to the influencers' audience.

Brand Positioning

Positioning is an important stage that can determine long-term success and the capacity to attract the proper type of customer through influencer marketing that gives value and allows others to speak for the brand. In this case, marketing assists brands and businesses in establishing long-term relationships. 

An effective campaign, as well as a social media platform, assists the brand and business in accelerating organic growth. Today, businesses are now turning to new age data-driven insights and technologies to determine the success of influencer marketing strategies. Understanding and evaluating customer and brand’s needs in order to analyse the marketing operating model. As a result, cross-functional influencer marketing is emphasising a customer-centric approach that benefits the company's growth trajectory.

(Disclaimer: The opinions expressed in this article are those of the author. The facts and opinions appearing in the article do not reflect the views of and we do not assume any responsibility or liability for the same.)