As the world becomes more digitally connected, influencer marketing is quickly rising to the forefront of effective marketing strategies for brands. Based on the trust garnered by traditional word-of-mouth marketing, influencers bring that idea into the digital realm.
Lord & Taylor realized the impact of influencer marketing first-hand when they used Instagram influencers for a campaign. The dress they promoted on their individual accounts sold out before the weekend was through. Influencer marketing campaigns are especially successful for retail companies like Lord & Taylor for multiple reasons.
Consumers today are more wary of the messaging that is distributed from by brands. Of course, a company is going to tell you their product is the best, but to hear that from a peer is far more valuable to consumers.
Similarly, consumers tend to resent when their newsfeeds or articles are filled with overbearing paid promotions from brands. While it may be a product they are interested in, the constant push of brand-distributed content turns many people away.
For consumers that are looking to purchase a product for the first time, research and review are two key components of the buyer’s journey. Influencers can help consumers with both of these factors. Leveraging the trust already built between a consumer and an influencer helps a brand convert a potential consumer into a current customer.
Influencer marketing campaigns don’t necessarily need to be limited to just one channel. Facebook, Instagram, Snapchat, and blogs are all fair game when it comes to developing a strategy that will work for you.
While the research and review phase is an incredibly important part of the buyer’s journey, it’s also important to be able to reach them when they are ready to make decisions. This doesn’t always occur when a consumer is at home in front of the computer or TV. In fact, the number of consumers that access the internet on their phones has now surpassed the number of desktop users. Influencers can easily create and post content that will be seen on the most popular websites, including relevant blogs and social media channels.