Influencer marketing is great for using social media to engage with your audience and tap into a built third-party credibility. And even though you may not have a ton of marketing budget right now, it’s more cost-effective and reliable than other similar tactics.
Let’s dive into the reasons why you need to start using influencer marketing so you can determine if you should make this marketing strategy a priority for your business.
- Highly specific audience reach
There are influencers for every industry and niche out there such as fashion, fitness, DIY, makeup, home decor, and yes, even marketing. As a result, they amass followers interested in these same things, followers who are looking for someone to advise them, make suggestions for them, and tell them what products work.
When you partner with a particular influencer in your industry or niche, not only do you have a direct line to the people they influence, but you also have a direct line to people highly interested in your product or service. You can cut out all the noise and directly reach your specific audience looking to make purchases.
- Cut Through the Noise
Typical digital marketing ads can seem aggressive and trailing, which is why most internet users can block ads or request that they not be shown certain ads. While this is great for online users, it’s detrimental to the advertisers. It means that even if a customer would be interested in your product, they might never see it because they’re overloaded with content, or their blocker of choice kicked it out of sight.
But, if an influencer they follow discusses your product, they’ll be curious. Seventy-four percent of customers on social media trust the opinion of their networks, which includes influencers, to guide their purchase decisions. So, if they are already choosing to follow this influencer, and if this influencer loves a particular product, consumers know it’s worth checking out.
It may go without saying, but you can’t just partner with any influencer. It’s important to forge partnerships strategically and make sure your product aligns well with your chosen influencer’s audience, style, and brand.
- Boost Engagement
Getting people on social media to stop, look at your post, like it, leave a comment, and likely share it can be hard.
It pays to tie your product to a life your customers aspire to. Traditionally, companies did this through advertisements. Just watch any car commercial, and you’ll see a handsome adventurer roaming the countryside or perfume ads that almost always include a glamorous woman traipsing around town. Today, you don’t have to come up with stories to capture your audience. There are people on social media already living this story (the influencers), and if you play it right, your product can seamlessly tie into that.
Now, you may not be able to afford to hire a bunch of uber-popular influencers, but that doesn’t mean you have to rule out influencer marketing, period. Think about how you can get people to talk about your product for free (i.e., contests or calls for user-generated content) or consider hiring micro-influencers who may not have a million followers, but who have cultivated a network of people who trust them and would use your product.
Influencer marketing is effective, affordable, and ultimately worth the investment. By turning some of your casual online surfing into purposeful influencer research, you’ll find effective brand ambassadors and spokespeople in no time. Are you ready to give it a try?