There is mounting evidence that done correctly, influencers can drive sales far more effectively than traditional advertising.
Influencer marketing is one of the hottest, and effective, ways to get your brand in front of a massive targeted audience. Why? Because it works, and works extremely well.
It allows brands to connect with their audience in a more organic way, when compared to traditional forms of digital advertising. There are still some CMOs and executives that aren’t on board yet, so I want to highlight five reasons why influencer marketing is something that, without a doubt, needs to be part of your marketing strategy.
Influencer marketing is a viable antidote to certain marketing inefficiencies. For example:
Content marketing is important for brands–but even if your content is stellar, it will receive limited views if it’s only posted on your website. Influencers are both the content creators and publishers, with a loyal, built in following.
Traditional PR is very effective when it works, but being that it’s “earned” media, your investment in a publicist cannot be guaranteed. With influencer marketing, you will not only be seen–but if an influencer has chosen to work with you, you’ll also be seen in a positive light.
Digital advertising works, but Millennials often block ads–so you’re spending dollars without really knowing if people are seeing you. People electively follow influencers, so there’s no getting blocked.
What’s the importance of adding influencers into your marketing mix?
Influencers not only amplify your brand reach on social, they add an element of authenticity to your brand. Though consumers can love brands they have been trained to be somewhat skeptical of them and the content/message they distribute. Content and messaging created by influencers isn’t yet held to that lever of scrutiny and is seen as more organic, even when #ad #sponsored is included.
As a brand, it’s one thing to tell consumers “I’m cool”, it’s significantly more powerful to have a person that a consumer admires to say your brand is cool.
Are influencers right for every brand? What types of brands can best benefit from having an influencer strategy?
This really depends on your brand. For example, if you’re working in the medical field you have to be much more careful in choosing influencers then if you’re a beauty brand. In general, if you’ve taken the time to put together a strong influencer plan you should be fine.