Influencer Marketing

person in a cell phone holding a megaphone pointed at multiple people in a cell phone

Influencer marketing involves using people with large and organic audiences to share your products.

An influencer is someone who affects the actions and behaviors of their audiences through blog posts and social media content. Influencer marketing leverages that influence to target your company’s demographic.

When someone uses their influence to promote your brand, they may write a blog review of your product or create a Facebook post, Instagram post, YouTube video, or Snapchat story to share your company with their audience.

5 Benefits of Influencer Marketing

Influencer marketing is a cost-efficient marketing strategy that has several benefits, particularly when included in your overall marketing mix.

  1. It takes advantage of the trust that influencers have earned from their audience. Their audience knows that the influencer will only promote products and companies the influencer believes in, so they’ll take the influencer’s advice and purchase your products.
  2. Instead of marketing broadly and hoping something sticks, influencer marketing targets a niche segment of your market.
  3. Influencer marketing is an easy way to interact with your target market without spending tons of money on ads.
  4. 92% of consumers will trust an influencer’s recommendation over a brand’s recommendation and ads.
  5. Consumers are 71% more likely to make a purchase based on social media reviews.

Tips & Tricks for Using Influencer Marketing

  • Before you begin an influencer marketing campaign, define your goals – brand visibility, sales, etc. If you’ve clearly defined goals from the beginning, you can identify the best influencers and platforms for your campaign.
  • Combine passion, platform, and voice to find the right influencer for your company.
    • The influencer’s passion should be closely aligned to your company’s brand and mission.
    • Determine what social media platform your target audience uses and find influencers with large, engaged audiences on those platforms.
    • Leverage the influencer’s unique voice to engage with your target market.
  • When influencers are creating branded content for your company, don’t put too many restrictions on them so their true image can shine through. This will create more genuine content.
  • Encourage influencers to host a giveaway, where the grand prize is one of your products. Giveaways have a low barrier of entry for customers, so they’ll enter the giveaway quickly, then spend time researching your company.
  • Agree on compensation upfront. If you’ve picked the right influencer, you might only have to provide a product sample, but don’t be surprised if an influencer asks for money. When you agree on a price, make sure you know exactly what you’re getting from them – whether it’s a blog post reviewing your product or a quick Tweet mentioning your company.

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