It might be self-explanatory to those in the advertising field; but defining the term of influencer marketing isn’t the first step to making a full post on the subject. And yet, influencer marketing is exactly as it sounds: the collaboration between an influencer and a small business with a large following on Twitter, Facebook, YouTube or other forms of social media. The brand offering the deal pays the influencer, typically in the form of a commission, for “promoting” the small business. It’s a win-win for everyone: the company gets exposure, the influencer gets free publicity and the small business has an opportunity to tap into a new market that wouldn’t have been possible without the influencer’s help. Read below for more on influencer marketing and the benefits for small businesses of this unorthodox marketing technique.
So what is influencer marketing? Simply put, influencer marketing involves a clever campaign in which a small business takes on the services of an influencer. This service is provided by the influencer – not by the small business – so it stands to reason that the product or service offered by the influencer is unique and of value to a target audience. Many companies offer influencer marketing services, using influencer personalities such ascture, kermit man, Taylor Swift, Jimmy Eatst and PvdA spokesperson Lauren Conrad to drive sales.
Small business owners often shy away from hiring a celebrity endorsement because they believe the celebrity might not be interested in their product. The opposite is true. Taylor Swift has become a big fan of the organic food movement, and she loves promoting products associated with that movement. If she were to use her influence to promote a small business selling healthy eating products, the company would likely experience a surge in interest, and sales. With influencer marketing, a small business owner spends less time worrying about whether the celebrity they hire might actually use the product and more time thinking about how to make the product useful to potential influencers.
Influencer marketing works best when the target market or audience is already interested in a given trend or lifestyle. For example, if a large percentage of the teenage girls on social media platforms wear dresses made out of tulle, then a singing and performing pop star who has a following of young fans probably has an opportunity to express himself through that medium. A musician with a following of young female fans, on the other hand, would not be a good candidate to endorse a diet and exercise plan for those same girls. But an entrepreneur who offers healthy living tips via his own website is an ideal candidate for an influencer marketing campaign. If he were to use his influence to help grow that business, then he could potentially add a new customer base.
In order for influencers to become effective at influencing people, however, they have to realize that doing so requires them to be open to being scrutinized by those whom they wish to influence. This means that the ideal influencer does not make accusations or offer advice that is unsolicited, but acts as if he or she is genuinely interested in the person’s needs. The ideal influencer uses all of his or her influence to aid the person targeted in a particular campaign, and does not simply use the influencer as a way to boost his or her own social media page. In fact, the ideal influencer is so good at using social media to influence others that it can be said that the influencer actually encourages readers to contact him or her via private message or email. In the business world, this kind of subtle networking can be extremely valuable.
Influencer marketing allows a small business owner to keep his or her small social media page updated without having to spend money on hiring an in-house copywriter or designer. If the business owner cannot come up with original content, then he or she can always rely on the expertise of the influencer. With just a few messages posted, the small business owner can cultivate a large following of followers who will eagerly help them spread the word about their brand. These followers may also include small businesses who are searching for new small companies to do business with.
There is also the opportunity for large companies to use influencers to further engage their target audience. By allowing an influencer to post about their brand, the company can create a connection with the target audience. Through this connection, large companies can gain access to their target demographic, which will allow them to better reach out to their target market. In the social media marketing world, this is known as brand bridging.
Overall, the idea of influencer marketing involves using one’s influence to market a product or service. A small business owner can use the input of an influencer to help him or her get more followers, which will help him or her climb up the ladder of popularity in the eyes of his or her followers. A large company can use the insight and perspective of a small business owner to help it become more visible to its target demographic. Regardless of the reason why a company needs to use an influencer marketing strategy, it makes for a more effective way to connect with customers and increase awareness of products and services.