Influencer marketing is a brand new concept, but what is it ?
To answer the question, it is crucial to understand what the term influence really means. Many people tend to define influence simply as the action of influencing someone, but it is not as basic as that. Here, the notion is only focused around the action, but what about the outcome? I think that influence is closely linked to persuasion, which explains the reasons of its success.
Influencer marketing is regularly assimilated to advertising communications or a buzz but it’s a simplistic vision. Influence communication is not only assistance but allows a better control than buzz when relaying the information. It’s more about guiding the target’s decisions. One way of achieving this would be to use lobbying and communication strategies. But primarily, it is important to define the content before choosing communication channels. I would say that influencer marketing is a subtle mix of communications, sales and persuasion.
Blogs are a great way to transfer information and to generate traffic thanks to influencers. Social networks such as Twitter, LinkedIn, Instagram are also very effective to disperse information. However, it is important to remember that blog readers and Facebook fans for example would only relay information if the content is interesting, relevant and innovative. In this respect, influencer marketing is based on various factors. It depends on the message conveyed by a brand or a target but also on how the information will be handled. Influencer marketing emphasises targeted actions linked to communication operations.
First, it is important to understand who influencers are before diving into influencer marketing. Influencers are types of customers that not only share a company’s brand, but also inspire action from new customers by causing them to take action (clicking, sharing, buying, etc).
Your business’ influencers are an important source of revenue growth, so it’s all the more important to value them and keep them engaged.
Now that you’ve identified who your best influencer prospects are, now it’s time to start building a relationship with them.
This can be as simple as thanking them for their loyalty, although you might need to work a little harder to connect with influencers that are busier or more exclusive. You can try sending them a free product, write them a letter, record a personalized video, or whatever creative outreach you can come up with.
The key here is to get in touch with them and start building a personal relationship with them.
Lastly, get them involved in your future marketing campaigns!
When you have any upcoming sales, product launches, contests, or anything else worth talking about, reach out to your influencers beforehand and get them on board to promote your campaign. You can offer them a free gift, give them a special coupon, or even create a personal referral link they can use to earn a portion of the sales they drive. That’s a great way to make them excited about sharing your initiatives!
What is an Influencer?
Influencers spread news on social media, they are always up to date with trends and through this have gained a following. They also are brand advocates and niche promoters.
If you take away only one thing from this guide, please retain this crucial bit of advice from Jay Baer: “True influence drives action, not just awareness.”
While someone with hundreds of thousands of social media followers certainly could expose your brand to their followers, if they are not a snug contextual fit, their post or tweet would be moot as far as driving leads and customers.
Why Does Your Brand Need Influencers?
Consumers trust recommendations from real people more often than a brand itself. And it makes sense if you think about it in a more personal context. You don’t usually trust somebody who comes up to you trying to hassle you into buying a random accessory or clothing piece. But you often believe your mutual friend who vouches for that product through being a user/wearer of it themselves. An influencer is the mutual friend connecting your brand with your target consumers.
When you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience.
With the fall of traditional outbound marketing, influencer marketing is becoming one of the most effective ways to attract customers and clients. Modern day consumers are blind to billboards and deaf to commercials. They are self-sufficient and want to research a brand on their own and hear about it from someone they trust.
Where do influencers step in to inbound marketing? Well, they are generating content about your brand, they are recommending your brand to their loyal following, and they are inserting themselves into conversations surrounding the niche of your brand. Thus, getting them on your side before your competitor does can make a huge difference in the success (or lack thereof) of your company.