Although it’s true that technology has made it easier than ever to connect with individuals and specific groups of people, it has also contributed to information and advertising overload. It’s no longer enough to have a catchy ad or video promo; most people have blocked out much of the noise. As a result, influencer marketing strategy may be one of the most effective ways to reach your target audience today.
Who are Influencers?
Influencers are people who have a network of followers and authority about a particular subject so that they are credible sources for recommendations of products and services. According to Malcolm Gladwell in his book “The Tipping Point,” there are three types of influencers:
* The Mavens. As industry experts, mavens are seen as knowledgeable sources of information. They create and share content, which is typically requested by their audience. Teachers, doctors, or fitness professionals are common mavens.
* The Salesmen. These influencers are excellent at what sales folks do best. They sell. They can persuade target audiences to consider, invest in, or purchase a wide range of products and services through specialty marketing tactics.
* The Connectors: These individuals have a massive network and a considerable following. Popular musicians or celebrities may have hundreds of thousands of followers, seeking to connect with them in some way. Using their influence, a company can jump on a large bandwagon that significantly affects their bottom line.
Contrary to common thought, influencers do not advertise for companies nor are they always the most popular group of individuals. Influencers, on the other hand, are people who can change a customer’s thinking or behavior. They have developed a trusting relationship with their target audience, and as a result, their audience will turn to them when they are seeking advice or recommendations.
What Makes a Strong Influencer?
Two primary considerations that affect the strength of a particular influencer are reach and authority.
Reach is not just about the size of the influencer’s audience but whether that reach matches what your business is selling. In some cases, influencers with a small yet extremely targeted circle of influence might be the perfect companion for your particular business. Look also at the channels the influencers operate in. The more places they have influence, the more likely they will have an impact.
Influencers must have authority with their particular audience to be effective. The audience must not only trust the influencer’s opinions and perspective, but they must also have a regular level of engagement with the influencer’s sites. In the end, influencers are not merely mouthpieces for a business but must believe that your particular product or service is the best fit for the needs of their audience.
How to Find Influencers
The process of finding the best influencers relies on careful observation of those involved in your marketplace. They may be industry analysts, experts in a related area, customers, employees, or complementary businesses. You’ll want to select quality players and always be aware of new individuals gaining influence in your market.
You can also tap free tools such as FollowerWonk and Kred, which can help you identify influencers who match your business and industry. Once you narrow your search to prospective influencers, these sites can provide information on your selected influencers’ reach and authority before you approach them.
How to Work with Influencers
Once you’ve found your influencers, and they are interested in working with your brand, you’ll want to get them up to speed on your company and products quickly. One of the best ways to do this is to invite your influencers to test and try your product or service. This will not only provide an educational experience for influencers but will offer something for them to talk about as well serve as part of an overall marketing campaign.
Be sure to have items like product reviews, an advertisement, a tweet, or a sharable video on hand to provide. This will make your influencer’s job much easier. You may also want to sponsor a contest or giveaway or a live event for influencers to participate in. Give your influencers liberty to bring their personalities to the marketing effort.
You’ll have to compensate your influencer with things like money, free product, sales commission or referrals back to the influencer’s site. Even though you are compensating your influencers, allow them to provide honest information and feedback to their audience, including critique or comments on things where they feel there is room for improvement.
If you need assistance with influencers, contact GYC Vegas. This PR company Las Vegas has years of experience helping a wide variety of clients work with influencers to reach their target market. Whether you’re a small start-up or a major corporation, this public relations company Las Vegas can add value to your marketing strategy.