Word-of-mouth is one of the most valuable forms of marketing as it has been shown to influence 20-50% of all purchasing decisions. People will take the recommendation of a person they know and trust over a corporate ad any day.
Moving beyond family and friends, influencer marketing has weaved its way into a highly sought out form of personal recommendation. To demonstrate this, 40% of Twitter users made a direct purchase because of an influencer’s tweet.
Influencer marketing is word-of-mouth for the digital age. Your company can use people with massive online followings to advertise your products on social media. Here’s a breakdown of influencer marketing and where to start.
What’s an influencer?
A social media influencer is someone who leads a specific niche and can use their following to market products of companies who share the same customer profile as their followers.
There are different types of influencers and more than one might work for your company. Understanding how these types of influencers attract a certain type of customer will help you choose which one is best for your brand.
Celebrities are the most popular choice when it comes to endorsements. Major celebrities promote different products that are gifted to them or things they truly love or Instagram or Twitter. Some celebrities eventually go on to become official partners of a brand to create limited edition products and collections.
Influencers don’t always have to have a big name. Bloggers are a good choice for an influencer because depending on their field, they may have established a level of authority and expertise. Bloggers with strong followings in health, fashion, or technology have potential to spike an increase in sales with just one promotional post.
Micro-influencers have become extremely popular over Instagram. These people aren’t necessarily famous; they just happen to have many followers interested in a specific topic or product to make them a potential partner for a brand.
You may have seen micro-influencers with followers in the hundred-thousands promoting herbal fit teas, nutritional supplements, or clothing brands.
How do I find an influencer?
A large social media can be compelling enough to sign someone as an influencer for your brand. Don’t be so quick to send them your products just yet.
Ask yourself the following questions when considering a potential social media influencer:
- Who are you trying to influence?
- Who do your target customers trust?
An ideal influencer for your brand will need to be relevant to your brand. Remember that they will be sharing your company’s content and developing a following based on the market you want to target.
Resonance amongst your audience is another important quality for your influencer to possess. The potential level of engagement that a person can create with your target audience is incredibly valuable to your brand.
The benefits of influencer marketing
With the right influencer, you can reach a very specific audience that is ideal for the product you’re selling. By finding an influencer who shares the same interests as your product, you can assume their followers are the same.
A good influencer will be selective in what they choose to promote by rejecting those products they feel their audiences won’t gravitate towards.
Influencers want to get something out of your partnership. By creating content that is relatable, engaging, and sharable, influencers are gaining just as much exposure as your product.
With this motivation, the potential to go viral in comparison to a paid ad is much more likely. Organic buzz from these instances is a great way to increase your follower count and build up your email and targeting lists.
Even when a social media post is clearly marked as sponsored content, an influencer provides authenticity to your brand. An influencer that makes your product relatable by weaving their own story into it will receive a genuine response from followers.
70% of consumer’s value online opinions even if they don’t know the person. Influencers offer a tangible, human aspect to your brand that people can connect with.
Influencer marketing is only increasing in market share. While there are many benefits to incorporating influencers into your marketing strategy, take care to choose a person who embodies your brand and can reach your ideal audience.
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