Have you noticed that some people just don’t like advertising? In a world that is increasingly becoming saturated with advertisements, many people have become skeptical towards them. So the big question is, how can we break through this new mentality?
Consumer skepticism is often displaced when getting recommendations from friends or family. A trusted recommendation allows for more credibility and thus holds more power to influence purchase decisions.
We’ve all heard the term influencer marketing—you know, building relationships with key individuals that you can then leverage towards your credibility. But how can you, as a marketer, take advantage of it?
Well let’s first understand who exactly an influencer is. This individual is someone who has the ability to change behaviors or impact purchase decisions. They are able to reach a large audience effectively through spreading relevant content that in turn resonates with their audience.
The goal of influencer marketing is to harness the influence of theses key individuals to meet a business goal, all while building mutually beneficial relationships. Advertisers have realized that they can encourage people to talk about and even recommend their products online, which allows for a unique advantage over the competition.
Influencer marketing works well with both social media marketing and content marketing. Many times there will be an online component to your strategy, where the influencer spreads the word about your company or product through their own social channels. You can also seamlessly integrate influencer marketing into your content strategy by getting an influencer to contribute content or even share some of your own.
Here are 5 simple steps that provide a solid framework towards using influencer marketing:
- Define your audience—it’s important to first identify and understand your target customer by determining who impacts their purchasing decisions.
- Determine the key influencers—you’ll need to discover people who currently share content that could impact your target customer and your business.
- Monitor the influencers—keep an eye on your influencers by noting what they write about, what content they share and what their audience is saying.
- Engage with the influencer—start building the mutually beneficial relationship by getting to know them, building trust and determining how you can start working together.
- Measure your results—keep track of the tangible assets your relationship has brought (including leads, mentions, etc.).
When trying to use influencer marketing make sure you think beyond demographics, understand the influencer’s community, provide your influencer value and truly strive for that long-lasting relationship. You’ll thank yourself later for the heavy lifting up front, especially when you see it paying off later!