Influencer Marketing - The Future of Marketing



26.06.17



Parul Gupta







Basically, it is a non-promotional approach to marketing in which brands focus their efforts on opinion leaders. It is a marketing strategy which uses the power of real people to spread the word for their brand and products.


What are influencers?

People, groups, or brands who have the power to influence a lot of people over social media or any other platform are influencers. Earlier, bloggers and celebrities with a huge fan following were considered influencers. But now, individuals who have been able to procure a massive following on social media platforms are coming up as influencers. The power of these influencers is assessed according to the size of their audiences

When bloggers recommend a product, most 0f their followers find it easy to trust their suggestions more than traditional advertising.


Why Influencer Marketing?

With the rise of ad fraud and ad blocking software, companies want distribution options that won’t be blocked and that they know can reach the right audiences. There has been a shift to influencer based marketing because advertisements through influencers can’t be blocked and grab the attention of the right target audience.


Who employs Influencers?

Influencers work in every industry, and are employed by brands or entrepreneurs making their own way. Influencer marketing is effective at both national and local level. Startups can benefit from it using inexpensive online strategies to connect with influencers. A small restaurant might ask regular customers to write a review for them. Larger companies develop extensive strategies that include all platforms to maintain an influence over their audience.


How to choose the right influencers for your brand?

51% of marketers believe they acquire better customers through influencer marketing but defining the right influencers for your brand can be challenging.


Start by defining your objectives and goals of influencer marketing. Typically, goals for influencer marketing are usually less about increasing sales and more about increasing buzz and public awareness.


Once you know what you want as a result of your influencer marketing campaign, decide who can help you achieve this goal. The choice of influencer should not solely be based on the size of audience or number of followers. Keep your goal in mind.


There are many other factors to consider while choosing an influencer for your brand like demographics of the target audience of the influencer because that is who you’ll be talking to. You might want to target tech-savvy youth because your brand sells software.


Influencers are typically specialized in a specific topic or category. Finding out the relevant influencers for your brand is essential to improving relevance in the target audience. Even the basic categories like food, fashion, sports, gaming, and travel can be helpful.


Engagement is an indicator of how interactive an influencer’s audience is with the content. Frequency of posting should also be considered. It takes multiple exposures to get a reader to click on a link and explore the website.


When it comes to influencer marketing, quality of the content matters. Simply asking influencers to share brand content on their social channels can turn-off the audience. The best influencers create original content. Personal stories that include genuine use or mention of a product, service, or brand are more trusted than straight product reviews.


Now that you have defined the type of influencer you would like to promote your brand, Research is the key. Finding the right influencers may take a lot of time, but will eventually pay off.


Looking for something similar but do not know where to start from? How to find the right kind of influencer? How to get the post analysis? Well, we are the solution.

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