Influencer marketing is the art of spreading your message and brand through an Influencer. Influencers take the form of celebrities, bloggers, and industry thought leaders. Success relies on the trust influencers have built with their audience.
Understand the pros and cons of influencer marketing before going all-in. New marketing strategies require research and review to determine if they are a good fit for your business.
Not only are businesses capitalizing on the growing trend, everyday social media users are cashing in too. If you’ve got a creative eye, an Internet connection, a smartphone and a healthy number of followers, you’ve got all the tools to be an influencer.
So, let’s get started.
1. Increase brand awareness.
Influencers come with a large audience – anywhere from thousands to hundreds of thousands of followers. When influencers share information about your brand or products, your brand will reach thousands more potential customers, and in less time than traditional marketing strategies.
2. Increase credibility.
One of the biggest pros to influencer marketing is accessing a trusting audience. Followers already trust and listen to the influencer. Since trust requires significant time to gain, this boosts credibility. If the influencer says your brand is valuable, the audience believes it and trusts you immediately.
3. Gain SEO strength.
Working with influencers significantly boosts your search engine optimization (SEO) strength. Think about all of the links back to your website and content from the influencer. Google gives significant credit to inbound links – especially from trustworthy sources.
4. Streamline your marketing efforts.
Outside of influencer marketing, your efforts target hundreds of potential customers. With influencer marketing, your target audience is limited, making your efforts more effective and efficient.
Influencer marketing requires research. Businesses need to research the concept, potential influencers, ideal customers, and possible marketing strategies to attract influencers. In addition to research, businesses have to train the staff, create tracking processes, and produce valuable content the influencer can link to.
Influencer marketing results don’t happen overnight. In fact, businesses will usually start to see results after committing a year to their efforts.
3. Staff requirements.
Influencers typically want to work directly with an executive-level leader or at least have one designated point of contact. Some businesses hire a Director of Influencers to help manage the communication process, keep team members on track, and hold everybody accountable.
4. Lack of data.
Influencers share their stories and recommendations about your brand on their blogs and social media platforms. But you don’t have access to the engagement data unless they are willing to share the information with you. Look at creating other methods to track the success of each of their posts.
Research the pros and cons before implementing an influencer marketing strategy. Every business is unique, and influencer marketing is not a “one size fits all” marketing strategy.