I’m sure “influencer” is no new term to you, especially if you’re in digital marketing, but the term micro-influencer might be. Micro-influencer marketing is taking off and beginning to be just as if not more successful than celebrity influencer campaigns and advertising. Why is that?
In the 90s, everyone wanted "The Rachel" because of Jennifer Aniston on Friends. When my mother was growing up, she wanted waist-length locks because that's what graced the covers of Bollywood magazines. Times may have changed, but the effect of influencers on consumer behavior has not. Love or hate her, Kylie Jenner is one such powerful influencer and a financial force to be reckoned with. At just 20 years old, Kylie is not only the youngest, but also the richest member of the Kardashian-Jenner clan with a $386 million cosmetic line under her belt and a net-worth estimated to hit $1 billion before she turns 25. If that’s not impressive enough, last week, a single tweet from the beauty mogul is believed to have caused Snapchat parent company, Snap Inc.’s stock (SNAP) to drop a dramatic $1.3 billion in value. Now, if that doesn’t make you sit up and pay attention to influencer marketing, I don’t know what will.
Sometimes, the quickest way to drive inbound marketing results is by leveraging someone else's audience. This strategy, known as "influencer marketing," is precisely what enabled Anna Nardone to deliver tremendous ROI on a small budget. Anna, who is the CMO of Chesapeake Eye Care & Laser Center and One Vision Eye Partners, wanted to increase bookings for LASIK surgery and had a very specific audience she wanted to reach. By partnering with a local influencer, she was able to dramatically increase the campaign's reach and book over $50,000 in new revenue in just a few months.
With thousands of articles available on the Internet, creating quality content is essential and getting it in front of as many people as possible is key. While the Internet has made it extremely easy for companies to create and publish quality content, it has also made it easier to share content with your friends, peers, or followers. Sharing useful content is extremely valuable even if it’s not your own. Sharing other’s content shows that you are helpful and knowledge of your industry, while promoting and distributing your own content, can help you spread the reach of all your hard work, turning it into new traffic to your website, new followers, or even customers.
What do the movers and shakers in your industry have to say about your brand? This week, Bob and Nick took to Facebook Live to discuss influencer marketing and the role it can play in the growth of your organization, as well as exciting updates regarding what's happening at IMPACT, "creepy" Facebook ads, Google's fines in the EU, and and what you should know about IMPACT Live 2017.
Imagine spending thousands of dollars on an elite weekend in the Bahamas attending a music festival deemed “the next Coachella." You're expecting luxury cabanas, surrounded by the world’s most famous models, athletes, and musicians only to find yourself stranded on an island with shark-infested waters, sandflies, and none of the musical performers you were promised. This was the reality for consumers attending Fyre Festival this year. Seemingly doomed from the start, Fyre Festival is the latest case study on what not to do when trying to run a successful business.
So, you want to implement influencer marketing into your strategy. That's awesome! But, what exactly defines an influencer of your brand? How can they actually help you?
When Tom and I first started IMPACT in 2009, we had hardly any influence in the marketing community. Fast forward to 2017 and our blog is exploding, we speak at big conferences, and we have friendships/partnerships with many of the most respected players in the marketing world. Our agency brand, along with our personal brands, is stronger than ever -- we even host our own annual marketing event now. While it certainly didn't happen overnight, there is nothing random about the growth of our influence. We can trace our success back to several critical things we did and continue to do.