Reaching your audience is crucial if you want online marketing to work for you. Knowing how to reach your audience and encourage them to buy your product or service is the key to the whole process. This is where harnessing the power of influencer marketing can make all the difference.
What is influencer marketing?
There is a range of individuals who use social media platforms, including blogs, to share their thoughts and experiences of using products and services. These reviews and endorsements are read by your potential customers before they make their purchasing decisions. Working with these individuals gives your company deeper insight into the minds of your potential clients, while allowing you to broaden your reach and your business’ appeal.
Why is it important?
You could have the best product in the world, or a service that could change people’s lives, but if no one knows you exist you will never make a profit. Similarly, even if your audience knows you exist, but cannot find anyone who has used your company before, they are less likely to take a risk on you. Influencers help spread the word about your existence and provide information about what you offer. By working with influencers, you can gain a semblance of control over your online marketing that isn’t available to those who ignore this marketing niche.
How does influencer marketing work?
Anyone can write a blog or post their opinions on social media. However, some people are much better at this than others. Better in this context means they are able to write fluently, connect better with their audience and provide the type of information their audience desires. Finding the right influencers to work with is the first step in the process, but it is by no means the only step you need to take to make this form of marketing work for you.
Do your research
When looking for market influencers, it is important to do your research. Choosing someone with no experience in your market area is unlikely to provide results. Customers are getting wise to fake reviews and look for depth of information as well as breadth. Similarly, if you use an influencer with a small social media reach this will, in turn, limit your reach. You need to ensure the influencers you approach are:
- Relevant to your market sector
- Knowledgeable about both your sector and in reaching out to their audience
- Popular and able to reach a wide, but relevant, audience
- Careful in their writing and the facts they use. Their mistakes will reflect on your company. There is nothing worse than spelling the name of your firm or product wrong, or providing misleading information.
Have a positive approach
Your relationship with influencers has to work both ways. If there is nothing in it for them, they are not likely to agree to work with you. There are more companies, products, and services than there are top quality content creators. If you fail to approach them with enough respect for the time and effort they put in their work, it will be you that loses out.
Be open to ideas
You may be the expert on your product or service, but the influencer connects with their audience on a daily basis. They know what the audience wants to hear, what they are interested in knowing and the types of tests, checks or trials that will sway their opinions and get them engaged with you and your business. This does not mean that you should go to them empty handed; it just means that you should be prepared to have those ideas changed or modified.
Make time to measure
As with every other aspect of your business, you need to know that your relationship with your influencers is working. The only way to do this is to have a set of metrics in place and continually measure them over the lifetime of the campaign. If things aren’t going great, you may need to return to your research step and look again at your influencers. If things are going great, then look to see how you can make them even better.
Will you harness the power?
Harnessing the power of influencer marketing does take time and effort, but, if done properly, it is time and effort well spent. Choosing the right influencers, who have the ability to communicate effectively and engage with your target audience, is the difference between success and failure. Start your research today and open up a whole new world of potential customers with influencer marketing.