What is influencer marketing

What is influencer marketing, and why should it be part of your digital strategy?

If I tell you I have the secret formula for any entrepreneur to succeed, you may not believe me.

You probably have never even heard of me, my company, or have yet to follow me on social media.

But if Neil Patel, New York Times best selling author and a person The Wall Street Journal calls ‘the web’s top influencer’ tells you, “My secret formula is the greatest”, you will probably believe him.

In a nutshell, that is influencer marketing. It takes the “I” out of the equation, letting others tell the story about your products and services. Haven’t you seen George Clooney’s Nespresso commercials?

Now getting Neil Patel or George Clooney to be your influencers is where the challenge lies. Sending either one of them an email may prove difficult, but fortunately there are many social channels and creative ways of identifying and targeting key influencers.

The return on influencer marketing may be worth the trouble too. Trusted influencers can boost your brand awareness and market your products and services in unprecedented ways traditional marketing can’t compete with.

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Why influencer marketing? Well, the answer is quite simple. Influencer marketing can provide you with instant visibility, hordes of potential customers, and a high return on your digital strategy.

A relevant influencer to your industry exposes your brand to the right consumers. These targeted consumers are already interested in your niche, and they will be paying attention with a strong likelihood to purchase.

According to an influencer marketing study by Tomoson, “51% of marketers believe they acquire better customers through influencer marketing.”

This may be why 84 percent of marketers are planning at least one influencer marketing campaign in 2017, according to a survey by Schlesinger Associates.

And it is all about established trust. An influencer’s followers are loyal with rapport built over several years. In fact, 92 percent of people trust recommendations from people over brands, according to research by Nielsen.

Another great reason to add influencer marketing to your digital strategy is that you will get instant results.  You can be sure your influencer’s sizable loyal audience will stick around and give your brand instant attention.  No need to wait for organic SEO results to kick in after months and months of work.

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The first thing about influencer marketing you want to keep in mind is relevancy. You want to not only look at a potential influencer’s audience numbers, but also how they fit with your brand.

“The best influencers work to integrate their branded campaigns into their unique stories without skipping a beat,” says AJ Agrawal of Forbes. “They know their audiences are fickle and can quickly leave, so they treat each and every post with care.”

Three things absolutely essential to consider when qualifying potential influencers are Context, Reach, and Actionability.



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