How to Use Influencer Marketing to Your Company’s Benefit

April 30, 2018

How to Use Influencer Marketing to Your Company’s Benefit

Around 50 percent of marketers in the U.S. plan to spend more money this year on influencer marketing than in previous years. In this post, we will explain exactly what influencer marketing is and how you can use it to help your business flourish.

What is Influencer Marketing?

Many people consider influencers to be those with a huge social media following and therefore link influencer marketing to popularity. In actual fact, an influencer is someone who has the capacity to change the perception of others. It is someone who can bring about change and get people to act or behave differently. There are three key elements that identify an influencer:

  1. Credibility. This is the level of trust the individual has built up within their given network for being an expert in their specific field.
  2. Network. This is the individual's effectiveness at communicating a message to a large number of people. If someone has a high level of credibility and a smaller reach, they are given the title of a micro-influencer.
  3. Sales Ability. This relates to their ability to convey and communicate in a style that is confident, clear and compelling.

How to Use Influencer Marketing to Benefit Your Business

There are many ways that marketers use influencers to help market their services or products. However, authenticity is absolutely key to the success of any campaign.

The best way to harness the power of influencer marketing requires more than simply throwing money at the task and, in fact, requires no financial reward whatsoever. Influencers enjoy exclusivity; they want to receive recognition and have access to information that is relevant in their chosen field of expertise. It is this which will ultimately give them a higher level of credibility and influence amongst their peers, followers, and fans.

Effective influencer marketing is founded on relationships. It takes time, and it delivers value at both ends. You need to nurture the relationship and share unique, useful, and relevant content with one another. Influencers are often curious people who tend to spend a lot of time online. Any good marketer will be able to locate data and share knowledge that it is of value to the influencers which they wish to target.

Advocacy is the Ultimate Target

Influencer marketing needs to be honest in order for it to be effective. When an influencer speaks about your product or service, they should not have been paid to do so. They should be doing it because they choose to. Perhaps they find your business interesting, they enjoy being connected with you, or they think you are offering something that is of genuine interest to their audience.

Finding these people will take time, and it will require an investment from you in terms of time spent nurturing that relationship. The best way to promote your offering is to have someone speak honestly and openly with their audience about the pros and cons of what you offer.

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