Influencer marketing refers to a style of marketing that focuses on using key leaders to drive your brand’s message to the larger market. This style is indirect, making it different from a typical business to customer (B2C) interaction. In this scenario, the relationship is Business – Influencer – Customer. The influencer acts as an advertising vehicle much like television or Facebook to serve your desired message to your customers.
So, how can you utilize influencer marketing to reach your business goals and best interact with your prospective customers?
Benefits of Influencer Marketing
Influencer marketing is often viewed as a more trustworthy and natural marketing avenue when compared to traditional advertising. Your audience is usually seeking these individuals as a natural part of their day rather than an interruption. These influencers can be identified through online research.
There are many sites that list the top influencers dominating social platforms that range from athletes, media, television, and musician personalities. These people are considered online celebrities with authority in the beauty, fashion & style, food, lifestyle, photography, fitness, and travel industries.
As a business, influencer marketing allows you to skip direct marketing to a large group of consumers. Instead, you can inspire/hire influencers to get the word out for you. The influencer you choose will dictate the price point or trade in place of cash payment.
Even more, this type of marketing works for more than just large national companies. There are individuals with influence in your local community. While they may be less identifiable in a standard search, the right research will lead you to the local influencers that can support your marketing efforts.
In Louisville, the hashtag #eatlovelou created a local influencer in Allison Myers. She was the founder of the hashtag and developed a devoted online following. Becoming aware of the influence Myers had, local restaurants invited her to special events, offered free meals, and provided her with other special extras in exchange for her to post about her experience in their restaurant.
No contracts permitted businesses to dictate what she was saying, which made her opinions blunt and honest. This honesty, in turn, allowed audiences to get real perceptions of local businesses and boosted their trust in her authority within the food industry.
How This Can Work for Your Business
When you consider your specific market and services, do you think your business could benefit from having a trusted individual showcase your brand? Influencer marketing can include various advertising vehicles, including the person wearing a company brand t-shirt, using your product in a skit, a silly song about your products or services, and much more. It is all about the influencer’s style and what fits naturally for them and their content.
Want to know what type of influencer is right for your brand? Explore the different types of influencers, the pros and cons of each, and how to work effectively with them. This type of marketing works hand in hand with other digital marketing elements including social media marketing and content marketing.
Influencer marketing can be a strong component of a strategic marketing plan. We work hard to put together an inclusive marketing plan that represents your brand. Call Weaks, President of Media Venue, at 502-855-4783.