Reality has proven that people are more attracted to products that are being endorsed by celebrities. It is more viable for sales to come in based on the people endorsing and influencing various products, even before trying the products out themselves. Influence marketing is one of the best options today for various marketing types; however, it could have either positive or negative effects on your business, depending on how you use it.
The specific strategy of business marketing that involves influencers is called influencer marketing. This type of marketing usually focuses on influential people to showcase the brand of the products that they are selling to potential buyers and that brand’s target audience. These influencers are often popular figures with either a big following or a fan-base.
In other words, the new term for marketing ambassadors is an “Influencer.” This time, the platform that influencers use is mainly social media. It is the main source of their followers and fan base. Marketing a business has taken a total makeover this millennium and the reach is not just locally, it has now turned global.
Influencers on social media and the internet
With the internet usage of people at an all-time high, promoting your business via the world wide web is the most obvious way to go, and what better form of online platform to use than that of social media. These influencers like mentioned earlier, usually have a large following or fan-base that look up to them. The people that are included in these followings often base their decisions on that of the influencer that they follow.
Once these influencers make posts about a specific product or brand, it is likely that their followers would check out the product(s) they are endorsing. The influencers get paid, the brand that they’re showcasing gets new customers and everybody benefits.
Traits to Look for When Choosing Influencers
These businesses, however, should first know what kind of influencer they are looking for. Keep in mind that whatever brand you are trying to sell will reflect on the kind of person your influencer is. Background is vital.
Being an influencer doesn’t always revolve around popularity, the way they use their popularity is what matters. Influencers should have several key aspects for them to succeed in marketing your online business’ status.
These are the aspects and traits that should be considered when looking for influencers:
Credibility – Before people buy into what the influencer is advertising, it is crucial to first see a trustworthy person. Influencers need to have that authenticity and credibility to gain people’s trust. Without this particular trait, people would probably not listen and take notice of the person moreover, your product. Always keep in mind that people hate to be deceived, especially when it comes to their money.
Knowledge – Much like credibility, the things you are laying out for your target consumers should all be facts. False information may lead your target consumers away from your product due to the dire consequences that misguided information could bring.
An influencer should at least have basic knowledge and experience with the product being endorsed. Vast information should be provided and should reflect high quality and value coming from the influencer. Opinions matter coming from the endorser for your target people to pique their interest.
Reach – Influencers should have a wide reach of people to disseminate their influence. Reaching large masses of people and spreading information to them should be an easy task any influencer to handle. Having this kind of leverage among large groups of people will surely boost the status of the business that is being marketed.
Passion – If the influencer do not have a passion for what her or she is doing, it is very likely that the business or product they are promoting will not thrive. Influencing takes a lot of time and dedication and certainly needs the drive and passion of an influencer for it to be real and successful at the same time.
Good Timing – Timing is that particular aspect which profoundly affects marketing, whether it is positive or negative. A good influencer must have a good sense of timing. Knowing when and where to properly execute or lay low is crucial and has a tremendous impact when it comes to marketing, mainly because of the ever-changing flow of the economy.
Communication – Influencers not only should have the ability to communicate, but also have the desire to do so. Influencers are very likely to use social media platforms to expand the scope of their following and influence. Influencers must be able to constantly communicate their brands through online means since a large portion of the world’s population heavily relies on the internet and other people for all kinds of information. Social media should be the primary platform to be used in promoting the business or products they are endorsing.
Persuasion – Great marketing requires a lot of convincing and persuasion. Influencers should adequately engage their target masses with the mastery of persuasion. People should get that feeling of interest and belief for them to pay attention and listen to influencers.
In today’s age, ad blocking has been widely used by websites and is plaguing the marketing of some companies everywhere, which makes influence marketing a very viable option for brands or companies to consider.
Influencers sometimes can also be ordinary people, as long as they practice or try learning these aspects while having a following of people. According to a list made by CBS News, a lot of influencers start gaining popularity by being who they are and doing what they love.
The difference that they manage to do is bringing in exciting contents for people to gravitate towards their range of influence. They have strategically grown through their means and have now made a living out of being influencers in the marketing industry.
When looking up for influencers, you should be able to identify them first. Here are four archetypes of influencers that are around today:
Educators – influencers that thrive on insightfulness and helpfulness
Coaches – influencers that thrive on usefulness and engagement
Entertainers – influencers that thrive on engagement and inspiration
Charismatics – influencers that thrive on insightfulness and inspiration
Once you’ve found influencers with the traits mentioned and have identified their respective archetypes, the next step on how to appropriate them correctly is by undergoing proper communication.
Influencers usually have their hands full, so if you have a chance of engaging them, be sure to catch their attention. Explain how you as a business would want to work with them and compliment their content to show that you are interested in their work.
Then after selecting the influencers that you have decided to work with, these important details should be discussed:
Your campaign schedule should be thoroughly discussed to ensure the timeframe that you intend to assign to your influencer. It is very likely that the influencer you choose will have several other products to showcase. Without proper scheduling, your brand could get lost in the mix of your influencer’s schedule.
Compensation should be taken into notice as soon as possible. When considering an influencer, financial matters should always be settled to avoid future problems. Without the proper discussion about money, the influencers you choose might generate doubt and lose interest in working with you and your business.
It is essential for both sides to know the limits of what is available for use, how long it is available for use, where it can be used, and when are the times it may be used. This helps maintain control and order of the usage rights, doing so could lessen the chance of conflict and keep each side well informed.
Always keep in mind that you have opened up new opportunities once you get through these critical details and finalize getting an influencer. Using influencers as a form of marketing strategy could surely help your business credibility.
The status of your business should gain through the use of influencers. It will also undoubtedly feature new and more significant responsibilities. With those responsibilities, if handled correctly, comes excellent results. So, if you’re ever considering the use of influence marketing, the time is now.
Author: Usman Raza is a freelance writer, marketing specialist at Crawford and O’Brien and co-founder of Usman Digital Media. When not working, he’s probably spending time with his family.