Influencer marketing works in a similar way to word-of-mouth recommendation. The value of getting a brand or a product talked about is well known and there is plenty of evidence to show that the majority of consumers are influenced by knowledge and information which has come to them second-hand.
Success with influencer marketing comes from combining third-party endorsement with the power of social media. Marketing activities are based around finding influential people whose opinions have an impact on the buying decisions of potential customers.
This beginners guide to influencer marketing covers the main points you need to know before planning strategies that will work for your business.
How it Works
Influencer marketing is a very effective way of getting a brand better known through recommendations that come from popular opinion leaders. By selecting key people to become part of the marketing process, their opinions and popularity lead towards an increase in business.
Marketers identify the sort of person whose opinions are most likely to influence potential customers and use marketing strategies to create pathways that lead consumers into making purchases or paying for business services.
Influencers have to be selected so they can act as advocates for the brand and become part of the process that leads towards an actual increase in sales. A suitable person is most likely to be someone who has gained a high level of credibility by writing articles, getting involved in projects or is known for bringing in reliable referrals.
There is more than one type of influential person that can be selected to help with marketing. The main categories of people to choose from are:
- Ordinary citizens
How Influencers Help with Marketing
Influencer from any of the five main categories will have the ability to change the opinion of consumers and impact their purchases.
- Professionals do it with authority.
- Citizen influencers do it by writing reviews and rating online.
- Celebrities make a much higher impact when they mention a particular brand.
- An ambassador can be a third party working within the supply chain.
- An advocate might be an outsider who is known to be a strong opinion leader.
It is important to note that there is a difference between someone with the potential to cause a change of opinion or make people alter their ideas and someone who is already known to be influential, who has been observed to change people’s buying habits or shopping behaviour. Metrics help to identify who are the key influencers for a particular type of service or product range.
When making decisions about influencers, a good marketing manager will have a list of attributes in an influencer that will drive the best results. A marketer should know what category is the most appropriate for the type of business and the desired outcome.
An influencer marketing program relies on the relationship between all of the people involved. This includes the relationship between an influencer and those who are being influenced. It is necessary to ensure that key people always have quality content to share and that they are constantly communicating with their followers.
The Value of Influencer Marketing
This method is regarded by many business people and marketers as being more authentic, as a way of getting a brand known, than paid advertising or direct marketing. It engages potential customers efficiently and is more effective than relying only on owned media and traditional content marketing.
Influencer marketing works because many consumers base their purchasing decisions on recommendations and endorsements given by people whose opinions they most respect. It should be obvious from this guide to marketing how important it is to find and associate with people whose words and actions are going to have an influence on the right audience. Learn more about Outreachify Here.