From Celebrity Spokesperson to Influencer Marketing
Influencer marketing is nothing new. Before it may have been called “celebrity spokesperson” or a “professional endorsement.” This tactic centers on working with leaders and respected individuals to deliver your brand's message to your target audience. Instead of marketing directly to a large group of customers, you instead hire (or inspire) these influencers to spread the word about how fantastic your business is.
No matter if your company is small or large, sells B2C or B2B, or you have a massive or tiny marketing budget, there are those that can act in your favor as influencers and have the potential to deliver exceptional value to your brand. Finding the right influencers and building relationships with them is the key.
But, maybe you wonder why? The reason is that marketing and the importance of influencers has changed over the years.
Consumers Are Bored with Traditional Advertising
Does anyone get excited about billboards and radio ads anymore? Not really. While digital media has a ways to go before it is bumped off of the media of choice podium, we still need to work on the means to keep it interesting. Sidebar advertisements and paid search results may not always garner the bang for your buck, and it has been estimated that almost 50% of 18 to 24-year-olds are using ad-blockers. Therefore, if an influencer is interested in your business, and that influencer has a lot of followers and posts valuable content, your brand is reaching those that may have turned a cheek before.
Influencer Marketing Strategies Need to be Organic
There is nothing consumers hate more than when a big brand tries to play off a cheesy, expensive marketing campaign like it just happened naturally. Consumers are too smart for that. Campaigns need to be creative, authentic, and timed appropriately to work.
Timing is Everything
Yes, people are on their phones 24/7, but that doesn’t mean they need to be bombarded with your brand every minute of every day. It comes across as disingenuous and annoying. Influencers need to post, or schedule to post, at the right time. Don’t promote coffee at 9-o-clock at night.
Influencer marketing is not going away. Done right, it can have unparalleled sales, growth and, results for businesses. It generates unmatched ROI even for the smallest marketing budgets. Lastly, it is a proven strategy that delivers results and will continue to evolve.