The use of influencer marketing is the newest form of marketing that businesses are using to reach for potential clients. Influencers are opinion leaders and are individuals who have substantial followings. They include analysts, consultants, advisors, bloggers, reporters or subject-matter experts. They can also be niche promoters or brand advocates.
Influencers are usually active on social media and can help increase the visibility of your services and products to end customers. In most cases, potential clients will tend to trust recommendations from other people rather than from the company promoting the brand. Besides, consumers are increasingly becoming deaf to commercials and blind to billboards.
Proper use of influencers can market your business and add credibility to your brand. Through influencers, you not only bring their audiences, but you also get their audience’s networks too. The downside of this method of marketing is that, if done badly, it can be detrimental and hence do more harm than good.
The use of influencers to market your business is advantageous in that it is measurable and also you have a specific targeted audience. More often, brands will always get influencers whose audiences march with their target market. Also, influence marketing opens up a brand to new market segments.
Key points to consider when in the process of using influencers to market your business include the following.
First, you need to find out and identify the right influencers for your brands. In these people, check out for components such as their personality, are they conversation starters, the niches or genres they are engaged in. You can get influencers from your executives, by attending industry events or simply by searching online. Also, your customers can be an excellent source to fish for influencers.
Once you have identified your target influencers, you will need to further probe into their ability to drive action and their reach. You need to check the strength of their voice in your target market, and also how likely your audience is likely to take action once they get the recommendations from the influencer.
Secondly, after you have identified your influencer, it is time now to nurture your relationship. It involves building relationships with them even before you ask for anything in return. You can best do this by reading and sharing their content in your social media accounts, offer them discounts and gifts or even inviting them to an exclusive jamboree. By doing this, you create familiarity and credibility before you bring them on board to your project.
Thirdly, you need to have a clear purpose of what you want to do. Different brands have different objectives such as the need to improve engagement, a goal to create brand awareness, or an objective to generate leads. If you have different goals, then you may as well have several different influencers.
Lastly, always try to acknowledge their efforts and compensate them accordingly. Appreciate them generously for talking about you and they will keep talking about you. Payback can be through personally thanking them, or even giving them commissions for getting you customers.
In the business world, we say, “true influence drives action, not just awareness.”