Influencer Marketing – is it for your business?

Influencer Marketing is a term that has surfaced in recent years.  You may be wondering if this is  something you should be considering for your business.

Years ago, a celebrity might mention they use your product in a radio interview and that could result in increased interest in your product to those listening at the time.  Now the celebrity or influential person can use their social media channels to talk about their experiences with your product and reach a mass audience.

Why influencers have power

Somebody with a lot of followers on their social media platforms has built up quite a loyal following.  They could allow you to target a very specific audience who is likely to be interested in your product.   A lot can happen on social media quite quickly. These influencers have a dedicated following and are seen as experts in their area.  Their followers trust them and if they recommend something, followers are likely to try the product.  This influencer marketing is a type of social proof for your brand.

Who is an influencer?

An influencer has a significant audience on a social media channel.  They have credibility in their sector and they can persuade their followers.

Influencers can be on any social media channel and there are different types;

Micro-influencer: smaller audience but high engagement rates

Celebrity influencer:  large audience, wide audience and social proof

Blog influencer: writing to a large audience of subscribers, with reach and influence

Social media influencer:  popular on one particular social media platform

Key opinion leader:  an expert, speaker on a specialist subject perhaps on multiple channels

How to start working with an influencer

First do your research.  Would this type of marketing suit your brand, have your competitors done it and will it sit well with your audience?

Find your influencer on the social media platform that is most important to your brand. Check to see have they got quality followers and would they suit your brand.  You will have to let them use their judgement and hand over the creativity to them.  This loss of control can be difficult for business owners but it is critical for the success of this.

Using influencer marketing can be great for brand awareness and increasing sales if it works for you.   It can take some time to find the right person, work with them to create a plan and see concrete results.  It’s not for everyone but there certainly is an opportunity worth exploring for many.

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