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When people jump online to research a product or service they are interested in buying, they are often met with an overwhelming, and sometimes confusing, amount of information. All that information makes it difficult for a brand to gain the attention of a potential customer. So how do you stay competitive in a world that thrives on the competition? Go to the sources that are already trusted by your newfound audience — influencers.
Is Influencer Marketing Successful?The rise of influencer marketing gives brands a stronger online presence and increase exposure to the audience they care about the most. Most brands, however, think that the only way to drive sales with influencer marketing is to work with those individuals who have a colossal social media following such as celebrities, social media icons, etc. But the rise of micro-influencers and their small, dedicated followings has changed things considerably. Ring any bells? Sounds like we’re talking about quality over quantity. That age-old rule has been the platform for so long, why would it change now?
It’s perhaps best to think of the benefits of a micro-influencer compared to a traditional, or macro, influencers in terms of a funnel. Macro-influencers create a funnel of influence that has a wide top that narrows at the bottom, whereas a micro-influencer creates the reverse. The traditional influencers with large followings can provide you with a tremendous amount of attention, but not fully transition into sales opportunities.
Often times it's because influencers with large followers do not foster as personal of a connection. Their audience may feel like they are just another fish in the sea within their community. And with larger audiences, it is more difficult for a community to be fully aligned, An example of this disconnect may be a social media icon with a large following who shares an irrelevant brand with their following, regardless of whether or not the majority of their audience may be interested. It becomes a business opportunity for them, rather than a reflection of their personal brand.
To acquire more targeted, highly qualified leads, identify micro-influencer with highly engaged audiences. While you may not receive as many eyeballs, they will have a better chance to be more qualified viewers. There tends to be more genuine interaction and engagement with the micro-influencer as opposed to a traditional influencer because there can be a more personal connection. Remember, quality over quantity! As the followers of micro-influencers make their purchases, they are often times more likely share their love of your brand with their own followers because they value their community. As this process continues to repeat itself, more and more of your audience will be encouraged to share your products and services because of the community you created.
Lead generation, and conversion optimization, through influencers can be one of the most effective parts of your marketing strategy if executed correctly. It all boils down to trust; people do business with others they know, like and trust. A genuine influencer’s following trusts their opinion, their review, and their critique. They hold credibility among their followers. Because of their established community, followers trust the recommendations and opinions of influential people. This means the influencers you choose must align with your brand and genuinely support your offering, Once you identify those key individuals, allow influencers to market your business for you!
Working with a traditional influencer is a surefire way to get a new perspective on who your target audience is, as well as decent insight into related interests. This information is valuable moving forward to hone in on new niches in the industry or create something totally new that you know they’re going to love. All businesses need exposure and leads, influencer marketing is a powerful way to achieve both.
If your business needs more assistance with beginning your search or building your influencer strategy, our team is ready to help.
