Influencer marketing is one of the hottest trends and for a good reason. It can generate more relevant leads for your business, build customer loyalty, enhance your social media presence, boost your SEO and can deliver a substantial return on investment (ROI) for your business than a broad marketing approach.
This is not a new concept; celebrity endorsements were the original form of influencer marketing. However, with the rise and popularity of social media, regular people are achieving online celebrity status with powerfully engaged social media followers. These social media influencers, be it YouTubers, Tweeters or Instagrammers, have considerable influence on their thousands if not millions of followers.
Word-of-mouth recommendations from family and friends are one of the most valuable forms of marketing: It’s been shown to influence 50% of all purchasing decisions. After all, potential customers are much more likely to be receptive to recommendations from a person they respect and trust than to advertising or other corporate messaging.
In the new world of online relationships, word of mouth extends into the realm of social media influencers.
Research from Twitter alone shows that 49 percent of consumers rely on social media influencers while making purchase decisions, and 20 percent said that a Tweet from an influencer inspired them to share their own product recommendation.
Even more important for marketers:
“Nearly 40 percent of Twitter users said they had purchased as a direct result of an influencer’s Tweet.”
If it’s not already part of your marketing mix, use influencer marketing to extend the reach of your brand messaging by working with like-minded social media influencers to create or support content they can post on their own social media channels.
Look at it as another tool to boost your marketing campaign and amplify your brand message to reach a wider audience or to segment your efforts in ways that would not be possible through your own branded social media accounts.
For example, Hotels.com took 89-year-old influencer ‘Insta-grandma’ Baddie Winkle on her bucket list round-the-world trip. This all stems from the company’s research which showed that one-in-five Millennials admit to taking travel inspiration based on the adventures of their grandparents and parents.
With this influencer’s fan base of over 3 million Instagram followers, which includes Miley Cyrus, Khloe Kardashian and Nicole Richie, the potential exposure and reach of the brand’s message to its millennial target audience made her the perfect partner for their campaign.
To grow your business find the right social media influencer for your marketing efforts. Consider the three Rs:
- The influencer is sharing content and has a following relevant to your business and the particular market segment you want to target.
- The number of consumers you could potentially reach through the influencer’s follower base to drive value for your business.
- The potential level of emotional resonance and engagement the influencer can create with their audience that’s valuable and relevant to your brand.
Like any marketing campaign, it’s important to be focused on a clear goal and audience to ensure you speak to the right people using the right tools, in this case, the right influencers.
Since influencers are fellow consumers, your target market is more likely to trust the information shared. A great way to expand your reach, build brand credibility with your consumers and grow your business in 2018 and beyond.