Is Influencer Marketing Right For My Business?
For years, companies have been using ‘faces’ to help market their products. From radio spots and print ads to TV commercials, creating affinity and demand with the help of a real person is nothing new.
As we’ve moved into an age of increasing online commerce, brands are adapting to include ‘influencer marketing’ in their overall business strategy.
SO WHAT EXACTLY IS INFLUENCER MARKETING AND WHAT MAKES IT RIGHT FOR YOU?
Influencer marketing is a way to amplify your brand message, targeting those with engaged audiences to access new leads, customers, and eventually, brand loyalists.
As an ecommerce store owner, you’re always on the hunt for someone else to buy from you. Influencer marketing puts your products front and center for new eyes to engage with.
Whether they create original content, distribute branded content or collaborate in other ways, influencers are bridge to new eyes because they already have what brands online are seeking to develop: trust.
Their experiences and opinions go a long way as consumers consider purchases.
In fact, 84% of consumers trust peer recommendations over brand advertising according to a recent Nielsen poll. And with over 70% of consumers consulting social media before making buying decisions, it’s no wonder why influencer marketing has been on the rise across various industries.
INFLUENCER MARKETING IS GROWING FASTER THAN ORGANIC SEARCH
Marketers rated influencer marketing as their fastest-growing channel for acquiring customers online according to a Tomoson study. Climbing up the Google page rank or being discovered on Facebook isn’t as easy as it used to be with all the changes in algorithms.
Affiliate marketing and display ads as a primary source of leads and sales are slowing down. Only influencer marketing is delivering the year over year growth that brands need to make an impact in a crowded marketplace.
But if it’s new to you, nerves are understandable. After all, there are so many questions.
“How do I choose the right influencer?”
Bloggers, vloggers, social media personalities, it’s all about what platforms you can best leverage to reach your target audience. If you’re product needs to be experienced, a video review by an influencer with a strong YouTube presence may be your best bet.
“How do I contact them and actually get them to say yes?”
It’s like any professional relationship: people like to do business with those they know, like and trust. Approaching influencers strategically and with respect for the work they’ve done to build an audience (and serving up the right offer) can have a major influence on how they respond to a partnership.
“What do I offer them in order for us to work together?”
Different types of influencers respond to different incentives, so think carefully about what influencers in your target market will prefer. Fashion bloggers may prefer invitations to exclusive events or opportunities to style looks for content, whereas beauty bloggers love getting early access to new releases.
“What expectations can I have and how do I track the campaigns success?”
From discount codes to URL tracking, there are many methods to measure the results of an influencer campaign, and the best thing is that expectations are based on the goals you set.
Maybe you want to increase social awareness? Your brand has been inactive and you want to launch a third party campaign to get you more views and qualified followers.
Or maybe you’re interested in product placement? You’re launching a new product or having a special seasonal promotion and you’d want to be mentioned in a product roundup.
Or what if your brand needs a fresh perspective? You can collaborate with an influencer to create original content in their own voice and vision and add to your brand story.
When done right, influencers can boost your SEO, increase sales, and create much-needed buzz for your brand, keeping you relevant in a crowded marketplace.
No matter what type of brand you are or what products you sell online, there is likely an influencer campaign that will work with your overall marketing goals and budget.
And with 47% of online consumers using ad-blocking technology while browsing on the web, endorsements from trusted influencers will only become more vital as e-commerce grows in popularity.