How Influencer Marketing Can Grow Your Brand
Influencer marketing is currently considered the best method for generating a high return on investment (ROI) through digital marketing, with Forbes proclaiming it as the most effective form of advertising. With brands spending over $1 billion dollars on influencer marketing in 2017, read on as we detail why these investments will only increase in 2018.
Why Influencer Marketing?
Not every business is a household name. If you’re a small or medium-sized company, it’s not always easy to promote yourself and compete with the big brands. Your products may be great, but if nobody knows about you, it’s a tough sell. Even if someone stumbles upon your website through organic search or social media pages, they may wonder whether or not you’re legitimate. That’s why you need to come up with clever ways to add credibility to your brand. What better way than to have a trusted, recognized voice add legitimacy to your business and products?
What’s Influencer Marketing?
According to Quick Sprout’s Neil Patel, an influencer is usually defined as someone who has 1,000-plus followers on a given social media platform. To leverage them in your marketing strategy, you’ll first need to reach out to them, typically via email, in what’s called an “influencer pitch.” It’s best to be short, direct and clear in regard to your expectations, explaining in no uncertain terms how your product or service works. Remember, the more followers an influencer has, the more they’ll likely charge a brand for an endorsement, so be upfront with any budgetary restrictions you may have.
Valerie Jennings, founder and CEO of Jennings Social Media & MarTech, is a major proponent of utilizing influencers to achieve marketing objectives. “Influencer marketer is the strongest, most proactive tactic a brand can leverage to generate high quality engagement, results and even drive sales. We use promo codes per influencer to help support our clients’ sales goals and to see which influencers are moving the needle for clients.”
Why Influencer Marketing Works
For brands, the instant credibility a trusted, established voice endorsing your product provides is invaluable. According to Forbes, influencers tend to have devoted fan bases with very specific interests. This allows brands to focus on reaching a small group of people who will then regularly communicate with a far wider target audience. It also presents an opportunity to generate trust, as an outside voice is telling people what your company can accomplish or offer, and in a language that makes sense to that specific group.
Some of the major benefits include:
- The introduction of your business to new audiences through influencers provides context and immediate credibility.
- By empowering influencers to tell your stories their way, you allow them to become your own brand ambassadors.
- Consumers buy from people they know, like and trust. Influencers relaying your messages directly helps businesses develop all three of these elements.
If you’re interesting in learning more about how an influencer marketing strategy can increase traffic and leads for your brand, contact us today!