By Courtney Moser
“Any brand knows that having a product in a consumer’s hands or creating an authentic interaction with a consumer is worth its weight in gold.”
The above quote from Forbes explains why influencer marketing offers a return on investment (ROI) that’s 11 times higher than traditional advertising. This modern, word-of-mouth tactic works with both brands and consumers to elevate the typical marketing experience. Instead of a one-sided banner ad or promotional pop-up, influencer marketing hones in on target audiences through influential individuals and custom content.
Authenticity is key because influencer marketing is all about trust. In fact, 92 percent of consumers trust recommendations from individuals (even if they don’t know them) over brands or ads. By partnering with blog and social media influencers, brands can benefit from the trust they’ve built with their followers and readers to increase awareness, affinity and intent to purchase. This means offering value to influencers in order to be more genuine – whether that’s free products, new recipes, creative ideas, a factory tour, a trip, or something else.
In return, influencers offer great value for brands as well – in the form of authentic content and interactions. They share their product or service experience on their blog or social networks and greatly increase brand visibility with new audience groups. This exposure is valuable both now and in the future, which is why influencer marketing is known for its long-term relationship building.
What else is important when it comes to creating an influencer community? Let’s dive into a few more best practices that are worth their weight in gold for successful influencer marketing:
o Integrate your influencer marketing efforts with your larger marketing strategy: Before focusing on authenticity and connecting with consumers, you have to ensure that all of your marketing efforts are integrated. Your future success hinges on a streamlined campaign.
o Pick the right influencers and social platforms: Depending on your brand goals and campaign type, the “right” influencer and platforms will vary. Choose based on who/which reaches your target audience most effectively.
o Prioritize engagement:Quality over quantity – although a high reach can be impressive, engagement metrics prove consumers are actually listening; that they care and will take action.
Cultivating authentic connections with your target consumers – through engaged, relevant influencers – is a win-win for everyone. The definition of a successful campaign can change, but ultimately it includes increased awareness, brand affinity and a higher intent to purchase. Plus, converting brand ambassadors and increasing consumer relationships are an important part of a long-term influencer marketing strategy.
Are you ready to go for the gold with your influencer marketing efforts? Contact the Find Your Influence team today to get started.