The evolution of the Internet has given rise to several different types of marketing. Influencer marketing is one of the most pervasive, and given today’s hyper-connected world, most effective forms of marketing. While speculation abounds regarding the recency of this concept, the simple truth is — influencer marketing is here to stay.
At its core, influencer marketing operates on a very simple principle — if you’re going to buy a car, you’re more likely to be swayed by the opinion of one of the hosts of Top Gear than you would by Joe Schmo on the street. You’re more likely to frequent a restaurant if someone you follow for lifestyle advice happens to mention that they had a delicious meal at said restaurant.
From a bird’s eye view, this might make influencer marketing seem like a paint-by-numbers strategy. When you get down to it, however, the nuances of the strategy make themselves known. Since we’re all connected to one social media platform or another, brands need to undertake the following activities meticulously.
- Understanding the audience and identifying the people who hold the most sway over this demographic
- Connecting with these influencers
- Using their authority to promote your message organically
- Developing partnerships with these influencers to strengthen your brand
Choosing the right people is extremely crucial to the success of this strategy. If you just pick the most popular influencer in your market, it might create a disconnect between your message and the audience. You must evaluate their credibility as a thought leader, and not just go by the number of followers/subscribers they have.
When you choose the right influencer, you get readymade access to an audience who has willingly chosen to receive information from this person. You don’t have to hard-sell your message, making it easier to convert this audience into customers.
Influencer marketing can backfire if you don’t know what you’re doing from the outset. The following infographic by Simplilearn will lay out the process in an easy-to-understand manner.
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