Influence is subtle yet powerful and this quote by TemitOpe Ibrahim does make us understand the potential of it: “Influence is when you are not the one talking and yet your words fill the room; when you are absent and yet your presence is felt everywhere. ” Well, business does not work on strategies alone, in fact, business runs on the science of marketing and advertising too. Today, the face of marketing has made the world more open to opportunities, however, the latest concept that business runs on is influencer marketing as the archaic methods of marketing are not delivering what they used to deliver earlier in terms of audience attraction and profit maximization . Also, we live in an era where people have more faith on self-help gurus, experts, and buyers who provide genuine feedback that is why people now value advice from third parties and influencers whether micro or macro depending on the dynamism of the business.
Various studies have shown that many business houses, whether startups or multinationals have increased their budget for marketing and are mainly focusing on the power of 'influencer marketing'. Since, ages we have seen cricketers and actors influencing the mass audience by endorsing various brands. Well, this is one perfect example of influencer marketing because as an audience, we tend to buy a product that is recommended to us by someone who is the face of the country and we have seen, otherwise, we know, there is no synergy between a cricketer and a toothpaste brand.
Why Does Your Business Need Influencers?
Any business works well when word-of-mouth is a part of it. In our daily lives also, recommendations play a great deal. Imagine yourself buying a product or a service online by just reading the reviews mentioned by some random people whom you don't even know. Well, mostly, we don't fall for it even if the product and services are great in reality. On the other hand, when the same piece of information comes from a reliable source then our brain automatically tends to believe it and gives a positive feedback if the influence is strong.
Hence, an influencer is the connecting thread between the targeted mass audience and a particular brand.
Influencers are great traffic generators, if influencers are ensuring to enlighten your brand amongst audiences then you ought to have a landing page as all this traffic will directly land to your website in order to generate good revenue.
However, now the smart customers do not fall for archaic marketing done via commercials or billboards, in fact, people now do all the research themselves and want to hear an honest feedback from someone they know and share a connection with and this is a major reason why different startups and multinationals are doing influencer marketing on various digital platforms.
Why Audience Matter?
Doing marketing on a larger scale has its own pitfalls if distinctions are not made. As a company, you must know what topics, blogs, and hashtags will your targeted audience follow and then play the influencer marketing card.
Every brand needs a different influencer marketing strategy as attracting the audience varies from brand to brand and if the influencer strategies are not distinctive then the end result will not be productive. Triggering the area of interest in the individuals will automatically let them follow you, share, or purchase your product or services.
How Influencer Marketing Works?
Specify Your Audience:
The first step to influencer marketing is identifying the online audience. Once that is done, understand the science behind their decision making, what impacts them the most, and what is the unique buying factor that they consider the most.
Think of An Apt Influencer:
After figuring out what the audiences need and how their decision making power works, implant a human magnet that attracts their needs in the right manner. If the buyers' decision-making power is not what is being targeted then the purpose of influencer marketing is not being fulfilled at all.
Track Influencers and Their Activities:
By tracking your influencers you get to know a lot about the activities they do to attract the audience. Always listen to the advice of your influencers. Watch them carefully; figure out what topics do they focus on, how and what do they share with the targeted audience, and how do they respond to the queries of the targeted mass audience?
Assessing The Result:
If you do not evaluate the outcome of the influencer marketing strategy you use, then it may suffer bottlenecks as and when it grows. Keep a close eye on your relationships. Develop a bond with them and then convert your targeted audience to your clients by providing a positive experience.
If the concept of influencer marketing is foreign to your brand still, then remember the saying; it is better to be late than never!