Why you should invest in influencer marketing
Oct 13, 2021
The rise of influencer marketing
In the past two years, the global pandemic has transformed the world. Everything from the ways we socialise to the economy has been rapidly and drastically altered. One of these changes has been the observable shift toward a preference for online commerce amongst consumers, leading to the critical need for a digital marketing strategy for businesses of all sizes. But while just a few years ago digital marketing was essentially a repurposing of traditional marketing methods that were loosely adapted for online use, marketing to the more savvy and sometimes more cynical consumers of 2021 requires new tools for success, one of which is the ‘influencer’.
What is an influencer?
Whilst the term influencer is tossed around often of late, it generally refers to an individual who has the power to affect the purchasing decisions of others. They may possess influence due to their expertise or authority, or simply by their popularity, as they are often celebrities, entertainers, athletes, or other icons. But regardless, they almost always have devoted followings on social media.
Influencers are powerful because of their relationship with and connection to their audience. An influencer’s effect on their audience may evoke emotion, such as appealing to personal needs or causes. Regardless, the influencer has a personal relationship and trust with their audience that a company could take years to build, and a personal relationship is vital to building a brand.
Influencer benefits and strategies
While many large companies utilise influencers extensively, a smaller business can benefit from influencer marketing by using it to tap into an audience both more quickly and less expensively, thus reducing the time and budget spent on market research promotion and instead leveraging an influencer to plug directly into its target market.
As in any marketing venture, the first step into the world of influencer marketing requires a solid, well-considered strategy.
What is the budget like to work with an influencer?
Not only will some influencers be more expensive than others, but you could also spend more in the long term without effective communications. While some influencers command huge, broad audiences, the vast majority of those involved in influencer marketing is considered ‘micro-influencers’ with 10,000-200,000 followers. Not only can micro-influencers be more cost-effective, but they can also help focus your influencer marketing on the true target market for your brand.
What type of influencer would be most aligned with your brand audience?
An informative authority who knows your market’s trends and vernacular might be a great fit, while one who creates a connection through emotion might help more effectively build a network. Both may be effective, but which would work better for your needs? These are a few good starting questions upon which to build.
Once you’ve solidified your influencer marketing strategy and selected the influencer with which you would like to work, working and communicating closely with the influencer will help build a solid relationship. An influencer may promote your brand in various ways, for example, this could be, product unboxing, testing, or reviews are just a few ways that an influencer can create interest in your brand and increase your audience.
In summary
Amongst the changes the global pandemic has brought about are a shift in consumer preference toward online commerce, which has led to a need for a digital marketing strategy for virtually all businesses. Influencer marketing has recently been an increasingly effective and almost essential component of these strategies. The trusted relationships they build with their followers give them the power to affect the attention, opinions, and purchasing decisions of their audiences. Businesses large and small can benefit from employing a carefully chosen influencer and marketing strategy that can be leveraged to reach a target market and create connections, building a brand more quickly and cost-effectively in today’s digital economy.
If you’re looking to boost visits to your site, establish trust with your clients, position yourself as a brand leader, reach new customers and create a voice for your brand, then you should be thinking of starting a company blog. Get in touch today with us here at The Creation Lab. We can help you transform your business with the help of influencer marketing!