The importance of influencer marketing

Leveraging influencers for marketing can be quite cost-effective, but only if you understand how to choose the ‘right’ influencer and the power of the ‘right’ influencer. Therefore in this article, we’ll understand

• Influencer marketing
• Influence of the influencers
• How to choose a suitable influencer
• How to advantage Influencers for your Brand

What is influencer marketing?

Influencer marketing is a type of brand marketing where a brand collaborates with an influencer to market one (or multiple if establishing a long-term partnership) of its product(s)/brand. Given the current popularity of influencer marketing, it presents an ideal opportunity for your brand to thrive. And there are multiple reasons as to why so.

The Influence of Influencers

So what exactly are the influences of these influencers that aids our product or brand marketing? How do they help in the amplification of your brand message?

A strong relationship of trust

The essential part of being an influencer is to have a relationship based on trust with the followers. Influencers expose your brand message in a manner that exhibits genuineness and authenticity. This very attribute of an influencer is what makes their recommendations and endorsements influential, and which is what a brand benefits.

Since their recommendation feels more like a personal suggestion to a follower, it leads to more followers trusting the brand and therefore increases the likelihood of them engaging. In addition to credibility, they provide social proof to the followers, alleviating consumer skepticism. So in short, their relationship with the followers results in more conversions and engagement.

Story-telling approach

These individuals can promote your product in a way that’s called a “story-telling approach”, where they present your products in a compelling story-telling way that resonates with their followers, because in a follower’s point of view the more ‘relatable’ they are, the more ‘trustworthy’ they are. Therefore this approach makes your brand more relatable and more memorable.

Your targeted demographics in their followers

Influencers can reach a targeted audience targeted demographic that is likely to engage. By partnering with influencers who have followers matching your ideal customer profile, you can effectively reach and engage with your target audience, increasing the chances of conversions and brand loyalty.

Qualities of a suitable influencer

Now, that you understand their impact, let me provide you with a list of qualities to look for in an influencer.
• Strong presence and engagement within your target audience: work with marketing agencies and do your research on social platforms such as Instagram, YouTube, and TikTok etcetera.
• Evaluate their authenticity and credibility: Look for influencers who have genuine connections and a history of promoting credibly.
• They create compelling content that resonates with their audience while incorporating your brand message and also maintaining a balance between promotion and their uniqueness.

How to Leverage Influencers for Your Brand

Now that you understand influencer marketing, here are the steps on how to do it:
1. Create a precise list of goals: for example, increasing brand awareness; driving sales; and/or expanding reach. Use these goals to evaluate the results!
2. Identify your target audience to choose the suitable influencer with the suitable audience on a suitable platform!
3. Choose the right influencer possessing the qualities aforementioned, and reach out. Highlight to them why the collaboration would be beneficial for both parties.
4. Form a marketing strategy(s).
5. Analyze your performance. Always track and measure.
6. Foster long-term relationships with influencers who consistently deliver positive results for your brand.
7. Frequently evaluate your marketing strategy, and amend based on the insights, learn, and adapt.
And there are seven steps you’ll need to follow to benefit from the power of influencers for your brand marketing.