As business owners, we often get so caught up in the semantics of our brand’s propaganda that we can easily forget our demographic and the real people we’re speaking to. Big brands have been using a form of marketing called “influencer marketing” for years. Over the years, influencer marketing has become more effective, and for the most part, affordable. Do not overlook this form of marketing. It’s here to stay for the foreseeable future.
By now, you’ve most likely heard the marketing term, “influencer marketing.” If you haven’t, don’t worry – you’re in the right place. Let’s start with the foundational question of, “What is influencer marketing?”
At its core, influencer marketing connects brands to their specific audience through an individual who has already created a network of followers. These followers consistently engage the influencer and when prompted, are more likely to participate, purchase or share anything relevant the influencer puts in front of them. Keep in mind that this form of marketing directly ties into content marketing and social media marketing. In short, this form of marketing uses key leaders to drive your brand’s message to the larger market.
Influencer marketing is an art form on its own. The general build-out goes like this:
1.Identify the key product and brand influencers in your market or a market you wish to target.
2. Create your specific marketing campaign for those influencers to use.
3. Track key results of the campaign based on engagement, reach, sales and brand awareness.
Here are a few examples from socialmediaweek.org:
Lord & Taylor: Retail brand Lord & Taylor partnered with 50 influential Instagrammers to promote its new Design Lab collection. Each of these influencers posted pictures of themselves wearing the same dress. The dress sold out the following weekend.
Madewell: For Madewell, partnering with just five influencers on Instagram was enough to reach more than one million targeted customers. The campaign was designed to promote the anniversary of their signature tote. It also involved “regramming” the influencers’ photos and featuring them on their company blog.
NatureBox: In the case of NatureBox, it was blogger Joanna Goddard who played a major role in their Instagram influencer marketing campaign. NatureBox is a delivery service that specializes in healthy snacks. With just three pictures of the Goddard’s kids snacking on food from the NatureBox monthly roundup, the company gained credibility with popular mommy blogs.