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Main Techniques of Influencer MarketingInfluencer marketing is a strategy that centers around influencing potential customers through authoritative individuals. It can be in the form of testimonials in which influencers play the role of consumers or act as third parties in relation to other consumers and producers. It is evident that this particular type of marketing is all about people’s ability to persuade others through their authority and influence. The way companies communicate with consumers has changed over the years, and so has the manner in which customers treat organizations. Nowadays, individuals can instantly exchange information and opinions on social networks where they live and explore the world on a daily basis. This way, the boundary between the virtual and real worlds is being erased increasingly. Influential marketing is inspired by a new understanding of life. Rather than blindly believe a TV or newspaper advertisement, people tend to trust more their friend or an acquaintance’s opinion. Indeed, a 2017 Nielsen study showed that 92% of Web users prefer to shop following the advice of a real person. How an Influencer Marketing Campaign WorksMore and more companies choose to entrust their product advertising to people who can spontaneously and authoritatively reach their target audience. If you decide to launch a campaign like that, you should include in your marketing strategy a content created by users who share the same values and can get others to come into contact with the brand. It works best with social network platforms and blogs, which, contrary to what many people may say, are still very muchalive and kicking. By the way, that is precisely the reason why more and more companies choose to communicate with their target audiences through their business blogs. Thus, bloggers and influencers become a privileged communication channel through which businesses can reach potential customers. If you think that only those who have large numbers of followers can be trusted with testimonials, you’re wrong. In recent years, influence marketing has been growing exponentially, and companies’ most valuable assets are now influencers targeting niche audiences. They are the ones who interact with their Instagram and Facebook followers daily. They’re often much more effective than YouTube vloggers with a large audience. Don't be misled by glossy photos and thousands of likes, which can be simply purchased from followers who will never buy your product. Let me give you a more practical example. If you have a small company that produces camper vans, it will make much more sense for you to choose influencers traveling in camper vans rather than entrust your promotion to people who spend their holidays in 5-star hotels. Targeting the right way is the name of the game here. And, of course, without a solid strategy, you won't get anywhere, even if you have a super-equipped camper van. Measure, Measure, and MeasureEffectiveness of influencer marketing can be measured with likes and followers. To assess the ROI (Return on Investment) of a marketing campaign based on influence, different factors should be taken into account, such as:
Engagement is clearly something that can help us figure out if a campaign works or not. It relies on the perception that people have of еру brand and has a long-term effect on your strategy in general. It also facilitates the relationship between your company and its customers. This way, it helps you understand the behavioral patterns of your target audience and improving conversions — from the disclosure of personal data to the purchase of a product.
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