Why you should reallocate your Marketing dollars on Influencers
An Influencer is someone that has a medium to large following, that says or does something that lead people to take actions. A good Influencer is someone with a large enough mass to drive business results.
An Influencer is also someone whose influential within its own niche. It could be an experienced plumber sharing his knowledge or simply your High School quarterback that everyone wants to follow or be with.
In 2016, anyone can develop his/her own personal brand. Teenagers know that if they can get enough followers on Instagram, Vine, or Snapchat, companies will send them free merchandise, and sometimes even pay them to take pictures with their product. They also know that most of their audience will respect them for being good enough to collaborate with companies.
Massive corporations like Coke, Sour Patch, Taco Bell, and Birchbox have already tapped into this amazing Marketing tool by collaborating with popular Influencers. There are many situations where you would want to collaborate with them:
- Content promotion
- Product Launch
- Content Creation
- Event Management
- Corporate Communications
- Crisis Management
Over the years, Marketing got harder. A lot of people stopped watching live TV and started consuming their content on Netflix or other outlets. We don’t even pay attention to outdoor media since we’re always paying attention to what’s going on on our smartphones. Banner ads on websites and apps have become huge blindspots, let alone the frustration when we inadvertently click on them and get redirected to a website.
Smart Marketers started shifting their behaviour and their ways of doing things by starting to focus on attention and creating value for the consumer.
The old ways of doing Marketing lack authenticity, value, and emotion. They don’t take into account the psychology and the behaviour of the consumers. They obviously don’t help build trust between brands and customers neither.
Influencers allow that gap to be bridged by already having a rapport of trust between them and their audience, which eliminates most of the friction that brands would’ve been faced with if going directly to consumers. Having people endorsing your product actually works… very well in fact. Their personality and passion can easily carry your brand if done properly.
If you’re not convinced yet, there are 2 other important reasons why you should at least give it a try:
- They’re very talented at creating native content (6-second Vine, Snapchat stories, blog posts, YouTube Videos, etc.)
- They’re particularly underpriced. It won’t be long until corporations will start paying enormous amounts of money to Influencers that help them bring awareness to the brand
I also get that it could be a tough thing to evaluate the cost of an Influencer. It’s a good problem to have since I’d rather have a tough time evaluating the cost of an Influencer, than trying to evaluate the potential cost of not collaborating with them.
It’s important to have a context that allows you to track down the metrics that’ll help you evaluate wether or not you’re dealing with the right Influencer. You’d rather have an Influencer that has 2000 followers and 300 of them buying your product, than someone with 100 000 followers an 250 buying it.
To create context, you could provide them with trackable links or downloads that could be translated to black on white interpretations. If you own 10 retail locations, ask them to promote only 1 of them, and track the impact on this specific location.
Choose the platform that are the most contextual and relevant to your brand. Find the right influencers and go anywhere your customers are. Also, don’t try to change the Influencer and his or her narrative. They’re obviously doing something right if their audience is willing to listen to them.
Some Influencers won’t last long, while others could become long-time collaborators. Their life-span is only as good as their talent allows them to be.