There comes a time when every marketer faces the challenge of how to build brand credibility. Especially in a marketplace that increasingly uses social media as a way to reach customers.
For many businesses, the answer is to build an army of influencers who will provide your product the positive word-of-mouth it needs to stand out among competitors. And if you think that this isn’t necessary, here are somethings to consider:
Word-of-Mouth directly influences of 50% of purchases decisions
81% of customers are influenced by their friend’s social media posts
89% of costumer testimonials were considered the most effective content
25% of search results for the world’s 20 largest brands are links to user-generated content published via social media
With those impressive figures, there’s little wonder why companies are are looking to include influencer marketing as part of their promotional mix. So how do you go about making word-of-mouth marketing work for you? It’s easy with these simple rules.
Find the Right Influencers for Your Product
Remember that brand influencers are usually well-respected individuals who utilize social media and personal interactions to build word-of-mouth marketing opportunities. This doesn’t necessarily mean that they have massive following on their social media platforms but rather are credible due to their expertise in a particular subject.
With all of the power that the right brand influencer can wield, how do you find the right one for your business? When considering an influencer, there are three things that you need to evaluate.
What are the potential reach of the influencer: Again, this should mean more than the number of Twitter and Instagram followers that person has. But how active they are with them.
Who are their audience: This means that you have to make sure that their main audience closely matches your brands.
How important does your product or service fit in with their area of expertise: Making sure that your business would be relevant to their followers to increase the impact of your marketing dollars.
If you are not sure where to begin, you are in luck. Services such Buzzsumo , Klout and Little Bird are designed to give companies of all sizes a chance to identify and evaluate potential influences based on a number of factors. In addition, you can also reach out to a number of businesses like Massive Sway that represent seek to match bloggers with companies looking to get a social boost.
Treat everyone like a VIP…Well before You Need Them
Once you find the right influencers, you have to begin the important task of building a relationship with them. Think of this is to be a long term relationship.