Influencer marketing: a concept that is taking over the marketing industry as social media popularity grows.
This strategy leverages the popularity of people who have a large following base or trusting relationships online.
“As the name suggests, this is nothing more than relying on key players in your industry to push your message to a larger market,” Forbes reports.
Tapping into influencers’ following enables businesses to direct a brand image toward the desired audience.
Some large brands have used influencer marketing in campaigns, let’s take a look at a few.
Old Navy has used influencers with large followings to promote its brand, by publishing videos wearing Old Navy’s clothes.
Tapping into social media channels Youtube, Instagram, and Twitter, Old Navy recruited powerful people on social media to wear the brand, which promotes a positive image.
Hallmark, a brand that gains popularity from tapping into audience’s emotions, has opened lines of communication with influencers online.
These influencers were family-friendly Instagram users, directing Hallmark’s message toward a specific audience.
Move over humans, influencers can be animals too, and Mercedes Benz’s campaign proves this.
Instagram famous dog Loki and his owner Kelly Lund appeared in a Mercedes Benz campaign to appeal to younger audiences by showing the world through the dog’s eyes.
So, What’s Next?
You’ve seen brands dabble with influencer marketing, so how exactly did they go about this?
There a few steps to take before your business plunges into an influencer’s audience.
Find Out Who’s On the Top of the Social Media Throne
Let’s face it, social media is huge. There are a variety of platforms that bring out an audience depending on who’s posting on them.
As a business looking to implement influencers into its marketing strategy, it is crucial to know who is who on social media.
“While sounding obvious perhaps, you must identify the top influencers in your space, as these are the people who can help share your message with their audience” Forbes continues.
This can consist of simply logging onto your desired social media platform of choice, find out the trends and learning who is the most influential in that space.
Anyone with a following of 1,000 to 63,000+ is a prime influencer with the opportunity to communicate with a large volume of people.
Answer Some Questions, Then, Reach Out
After finding the influencers that you wish to work with, it is crucial to answering some questions that will further help you implement this trend.
- Would they represent my business well?
- Does their audience match mine?
- Do they have a good reputation?
Remember, this person will be representing your brand to a large following of people, take this into consideration.
If they meet the proper criteria, reach out to them through:
- Direct message
- Telephone (yes, this is STILL a form of communication!)
Influencers Aren’t Always Cheap
Using an influencer may come at a steep price, depending on many factors, like how many followers they have, how sought after they are and what other brands they represent.
You must develop a budget before diving into this strategy.
Decide if this trend will benefit your brand, it can’t hurt to try!
Finding the Right Trend
With influencer marketing making such a big impact on the industry, it leaves CMO’s with the question: how do I stay up to date on these trends in my field, especially technology?
As we write our posts, we must be accurately informed in order to deliver the best information, so we understand this pivotal concern.
With that being said, Digital Diary has done some investigating looking for the best marketing publications that have given us top notch information in the past.
Hubspot offers a blog that creates a marketing community, offering insight into marketing and sales trends.
Insight about how to grow a brand, use social media, gain organic followers and other marketing trends are offered through the blog.
Here, you can find expert marketing advice that further helps grow a businesses’ brand.
Digital Diary Review: 9.5/10
Influence & Co.
This blog stays true to its name and offers influence regarding all the latest marketing trends and concerns.
Content building is a major theme throughout the blog, offering social media tips and strategies that put businesses at a position to stay informed.
Digital Diary Review: 8/10
This platform offers a “social blog” that offers knowledge surrounding all social media concerns.
It provides the ins and the outs of social media and how to use them properly for effective business strategies.
Digital Diary Review: 8.5/10
Of course, the most important way to gain information about marketing is to learn from peers about what has worked, failed, and the process involving everything in between.
The Millennium Alliance is pleased to announce that application for the Digital Marketing Transformation Assembly is now open. Taking place on October 19-20, 2017 at the Grand America Hotel in Salt Lake City, UT.
Influencer marketing is one strategy that has taken over the marketing industry and is relying on social media “followers” to reach an audience. This proves that marketing is approaching a digital age that incorporates unique platforms into strategies in order to grow a brand.
The Digital Marketing Transformation Assembly has been designed to keep marketing professionals, especially CMO’s, up to date and informed about these trends that include tools such as artificial intelligence, Omni-channel strategy, cognitive marketing, personalization, MarTech and more.
This program is conducted through a series of executive education roundtables, keynote presentations, educational workshops and networking sessions that put like minded individuals together to share ideas, knowledge and present innovative ideas that work in the business.
The marketing industry is becoming so consumer-driven so it is crucial to understand where your businesses’ targeted audience is at all times, whether on social media, or other platforms that help drive a brand’s message. Finding new ways to engage on a 1-2-1 level with consumers is becoming increasingly important.
This is not just another “Digital Marketing” event. Spaces are reserved for the best in the business. If you’re a CMO looking to stay one step ahead of the digital world, Apply for Millennium Membership today
Our agendas and attendee lists are for Millennium Members only. Apply today for access!