Because society is constantly changing, we always have to update our marketing practices in order to stay relevant. Influencer marketing has recently caught our eye in the marketing trends department. If you do not already know what this is—let’s break it down, shall we?
What is an influencer?
Dictionary.com defines it as “the action or process of producing effects on the actions, behaviors, opinions, etc., of another or others.” With social media, there are tons of different types of influencers online nowadays. They could have a huge amount of followers and therefore are able to reach a lot of people. Because of their large social presence, they can show their followers how great product X is. An influencer can also be someone who is very knowledgeable on a certain topic. Forbes had a great article that talked about how influence is “driven by expertise and credibility on subject matter and the relationship between the influencer and his or her followers.” The person should be a reliable source! Media Frenzy Global also argues that an influencer could be someone inside of the business—making decisions each and every day.
How do we target the right influencers?
Great question! It is simple really. You have to ask a few questions first. Do people trust them? How and how often are they engaging with their followers? Are people actually talking to them? Do they listen? It is important to note that just because someone has a large following on Twitter (or whatever social media site sparks your fancy) doesn’t mean that people listen to what they have to say. We’ve talked before about the idea of thought leadership and how social media sites are today’s breeding ground for public thought. This is a very similar concept to influencer marketing. You have to find the right types of people who can create true thought leadership and bring people to your company.
As always, you should be measuring your influencer marketing program every step of the way. Monitor how many people are clicking on the links, reading the content, and (of course) how much business is actually resulting from these tactics.
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