What is Influencer Marketing? Simply put, it is the use of endorsements or promotional messages by celebrities and brands to promote themselves and their businesses. These are known as influencers in this new industry. Similar to other forms of online marketing, one must follow certain guidelines to ensure exposure and success. In short, it is important to become an influencer yourself before trying to work with others to help them get their message across.
Influencer marketing is similar to social marketing in that there is the need for content to be shared around influencers to create an audience for the product or brand. However, unlike social marketing, brands do not have the option of sharing their promotional content on their own social pages, but instead need to work with other businesses to do so. In addition to helping to increase brand awareness for the brands involved, influencer marketing also helps to increase traffic to the brand’s website. In essence, brands can work to gain organic search engine rankings for the companies that are sharing their promotional content around influencer sites. The end result is increased brand awareness, as well as increasing search engine rankings.
While brands may not have the opportunity to directly interact with their audience directly through traditional channels, they can still take advantage of influencers by allowing their promotional content to be shared with the right parties. By partnering with other companies, brands can increase the chance that their promotional messages will reach the audience they are seeking. The partnership also allows for more exposure at the same time, as well as increased visibility for the brands that are associated with the influencers. In turn, this increased exposure can help increase consumer trust in these companies and can lead to greater sales revenue in the long run.
The most important thing to remember when working with influencers is that the relationship should be one that allows the marketer to establish long term goals, while establishing healthy relationships that can span across all areas of the influencer’s business model. A good way to do this is to establish a healthy level of overall tone in the partnership, and to make sure that the content the brand and influencer produce supports the goals of each company. By doing this, both companies are able to build long term, meaningful relationships with their target audience.
In terms of the cost-effective benefits of influencer marketing, it is often found that promotional efforts that use a blend of content from different websites and platforms will prove to be much more cost effective than one site. Instead of spending money on advertising campaigns that will not yield immediate results, it is often found that a wide-ranging approach that includes multiple marketing tools will prove to be much more cost-effective over the long run. Additionally, it is often found that a wide range of platforms will allow for a more consistent ROI, due to the fact that there will be a consistent set of promotional tools for each site.
The last benefit of marketing with a brand through influencer strategies is the amount of time it can save the business. Because there is no single advertising method or program that will be successful for each brand, it is often found that it is necessary to create multiple marketing campaigns that will span across several platforms and types of media. This requires building a comprehensive marketing plan, and it can often take weeks or even months of work to fully develop and launch a comprehensive influencer strategy. A solid influencer strategy can significantly reduce the time it takes to develop an organic audience and generate interest in a brand’s products and services.