Right now, your company is most likely taking a traditional approach to sales by targeting large groups of people at a time. For instance, you may decide that you want to sell to college students. So, you collect data and use it to shape your digital and marketing initiatives in hopes of attracting unique buyers.
Here’s the problem, though: This strategy doesn’t always work. In fact, many businesses today are failing in their marketing efforts due to a lack of visibility and transparency. What’s more, traditional advertising is a thing of the past. Consumers don’t respond to posters and billboards like they used to, and now they are aware of the content marketing game too.
If you want proof, just take a look at the last article you posted on LinkedIn. Sure, it may have gotten a few likes or comments. But did it actually drive any sales? We’re willing to bet that it didn’t.
Another approach is needed, and now many businesses are embracing a strategy called influencer marketing which is a fundamentally different concept from what most companies have been using.
Influencer marketing works by targeting influential people with large groups of online followers, and rewarding them for promoting your products. For example, think of a YouTube celebrity with 2 million followers. That person may choose to wear a designer shirt, which then exposes the product to all of his or her followers. In doing so, the influencer acts as a sales associate whether or not they know it — especially if they drive large volumes of sales.
A major reason why influencer marketing works is because it’s based on trust. Consumers, in other words, naturally trust brand influencers. If it’s done correctly, influencer marketing does not come across as advertising but rather sharing. Consumers naturally gravitate to products that they trust, and when they see them being used in a real life setting, it amplifies the products and makes them seem desirable.
That’s not saying that you have to abandon your traditional marketing strategy. After all, influencer marketing is still relatively new and has its share of challenges. Right now, for instance, companies are struggling to track, monitor and reward brand influencers. It’s a developing industry where there is still a lot of room for growth and innovation.
The best way to use influencer marketing, therefore, is to deploy it alongside your existing campaigns. It’s all about taking a multi-faceted approach and finding out what works for your brand.
Instead of trying influencer marketing on your own, it helps to have the assistance of a third party contact solutions provider to manage the operation for you and guarantee strong results.