If you’re a marketer focused on the social media space, you know the daily struggle of jumping into the noisy and ever-changing arena and grabbing consumers’ attention. Having a static social strategy just doesn’t cut it. We need to be listening to our consumers and constantly adapting to their needs so that we can be giving them what they really want when their precious seconds of attention fall on our brands.
If you haven’t added influencer marketing to your marketing plan, you’re missing out on a HUGE opportunity for your company.
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.
If you’ve been in the marketing industry at all for the last few years, you’re sure to have heard plenty about influencers. But who are influencers, and what do they have to do with marketing? To most people, influencers are figures with trusted, authoritative opinions and expertise. For marketers, though, influencers are also a class of people whose views can have an incredible impact on brand loyalty and purchase decisions.
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.