The Current Situation:
Business models and organizations are at a constant state of evolution to adapt to consumer trends and technological advances, as well as socioeconomic changes. Therefore, it is crucial to stay ahead of consumer needs and preferences so that your products as well as operations and marketing are ready when it comes time for consumers to make their purchases. The deciding factor of any great advertising campaign is to identify, engage, and sustain the most qualified prospects where influencer marketing performs a key role in developing relationships with influential people who can assist you in creating visibility for your product or service. This type of marketing may vary based on product, service, or offering, as well as the relationship that you have with your influencer.
Who is an influencer?
Influencers are often connected to key roles within consumer groups, community groups, media outlets or associations (which can be a person, group, brand or a place). They have an above average impact on a specific niche that can be considered as a social relationship asset to market a product or service. Although influencers may not be personally aware of your products, they have access to an audience segment that can be important to your business. There are two types of influencers:
- Macro Influencer – Reaches a larger audience and capable of influencing the audience on the purchasing decisions. E.g. – celebrities
- Micro Influencer – Reaches a smaller audience but that audience has more specific tastes, which creates a higher percentage of conversion to purchase. E.g. – category experts
Marketing to an audience of an influencer is mainly carried out through social, digital or word-of-mouth marketing.
What is word-of-mouth marketing?
Traditional word-of-mouth marketing is when consumers directly advocate a product or service to one another in person (face-to-face conversation), via telephone call, or in direct email. Nothing beats a recommendation from a trusted friend, colleague, or expert in your community! Now you can get those communities online as well via social networking. More recently, the internet has expanded. The internet allows consumers to share information and views about products and organizations without needing to speak to each other. However, it is about more than creating a Facebook or a Twitter page. It also involves sharing links through email or other platforms and posting media content on websites such as videos, pictures, and audio clips as well. Engaging through social media platforms is one of easiest ways of directly communicating with your audience.
It is important that you personally tell people about your business and what makes it unique. Your website can be used to communicate this to your target audience, such as starting up a blog. A few key techniques that an influencer can use to have an impact on your business are:
a) Writing a blog post/article about you
b) Share information about you in their social media accounts
c) Ask you to guest post on their site
d) A combination of above or all of it
Cost effectiveness
Influencer marketing is not expensive as it sounds. In fact, compared to traditional advertising, the cost is fractional and the return can be far greater. You can build influencer marketing campaigns by incentivizing influencers with gratis product or services from your company, or by aligning with their needs – whether it be promoting the influencers as experts via PR or underwriting the cost of their content marketing that can serve dual purposes. All you need to do is to find the correct influencer relevant to your niche and once you got the ball rolling. It is so simple and you are sure to be impressed with the results.
So, how do you find the right influencer for your business?
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