As you’ve probably experienced, when it comes to online marketing and advertising, there is no magic bullet. We are all vying for customer’s eyes in a highly competitive attention economy. While the stakes are high, adopting strategies that speak to your customer base is the key to making it in the online marketplace.
In 2017, content is king. Whether you’re looking to boost your SEO, increase website traffic, generate sales, or add value to your brand, content marketing is one of the most effective ways of reaching all of those goals. An important form of content marketing is influencer marketing.
An influencer is most often a person who has a large social media presence and following, thus is able to ‘influence’ behavior online. An extreme example of influencer marketing would be if an apparel store paid Taylor Swift to Instagram a picture of her wearing their clothing and then tag their brand. Inevitably, many of Taylor’s massive online fan base would click-through to the brand’s social pages or website.
Influencer marketing is a great way to ramp up content creation as well as gain a new audience. Most importantly, influencer marketing doesn't always have to be done at the celebrity level. Users who have over 20k followers are still great for brands to leverage and much cheaper than striking a deal with a celebrity.
Why it works?
Simply, 74% of users use social media to make purchasing decisions. SnapChat, Twitter, and Instagram are all top-down platforms that allow celebrities or influencers to create buzz around the web about products, services, or ideas. When their content is shared, it can spread like wildfire. In fact, 92% of people trust recommendations from individuals and further, 51% believe they get more qualified customers from influencers. That’s likely due to the fact that the influencer’s followers trust them.
Is influencer marketing right for your brand?
Using influencer marketing allows brands to align with individuals online who share a similar aesthetic and ethos, in turn providing that brand a unique opportunity to get in front of more qualified customers.
Another important consideration is budget. The more followers the influencer has, the more expensive they will be. Not overspending is key as a small budget can have a huge upside. Start modest to evaluate the initial return and then you can scale up.
If your brand decides to take on influencer marketing, it is imperative that your social pages and website are all streamlined and top-notch to handle any influx in customers or orders.
Influencer marketing can help diversify a brand’s online marketing spend and create new opportunities for eCommerce shops to branch out and gain a new audience. Remember, influencer marketing isn’t just for the big shops, small to mid sized online retailers can reap the rewards as well.
Any questions or comments? Feel free to post below!