The last few years have seen a huge increase in the rise of the influencer. It’s virtually impossible to scroll through your Instagram feed without seeing the products and services promoted by seemingly ordinary people who have worked to grow their customer base and become an authority in their niche. How can your business use influencers to market your products? Is it worth the investment? Our own influencer, Nicola, talks about the benefits of influencer marketing and why your brand should start using these authoritative numbers to promote your products and services today.
What is influencer marketing?
Influencer marketing is the latest digital marketing buzzword, but how does it work?
Simply put, instead of marketing directly to your target audience, it’s using influencers to market your key message to you. Research shows that a third of consumers don’t trust traditional advertising and will refuse to follow or engage with your brand online. Influencers give you access to their niche audience in a relaxed and relevant way.
Influencers have built their own audiences who trust their thoughts and opinions. Look at Mrs. Hinch for example. As soon as she mentions a product that she uses, the brand in question is found exhausted on the shelves of the country.
Take the example of Zoflora. This particular cleaning product was considered old fashioned and may have been used by your grandmother in the 1950s. Once Ms. Hinch started praising it on her Instagram stories, it became impossible to buy and is still extremely popular to this day.
Not all influencers need as many followers as Ms. Hinch to have an impact. We find that nano-influencers (2,000 to 5,000 followers) and micro-influencers (5,000 to 50,000 followers) can have a huge impact on brand awareness and sales and that it is worth investing in – as long as the engagement and reach rates are right.
Influencers have an unbeatable voice when it comes to marketing – they don’t call them influencers for nothing!
How can influencer marketing benefit your brand?
Sounds too good to be true, doesn’t it? However, influencer marketing is a fantastic way to build brand awareness and increase sales. The advantages include:
It builds credibility and trust
Influencers have worked hard to create a very engaged audience who enjoy following their day to day lives, including the brands they use. By promoting your business on their social media, influencers gain credibility and confidence in your brand – if they are using it, then it must be good! Much of your target audience no longer trusts traditional advertising, so authentic brand mentions from popular influencers can help bypass those who insist on ad blockers.
Influencer marketing is targeted and relevant
Influencers have created an audience based on their own niche. By partnering with an influencer whose audience is in the same niche as your – say, mom products – then you have a target audience out of the box, meaning all of the leads your campaign generates will be relevant.
When you pay influencers to create content that markets your brand, you can have as much or as little involvement as you want. Some brands like to approve content before publication, others prefer a more organic approach. It’s a good idea to pick an unused hashtag to launch the campaign on and give the influencer some guidelines on what to include, who to tag, and which call to action to use. This makes influencer marketing targeted and relevant, ensuring that the content is marketed to the exact audience you want it to be marketed to.
Compared to other forms of advertising, influencer marketing is inexpensive. With an average cost of £ 10 per 1,000 subscribers, paying an influencer to promote your products can generate a huge ROI. Whether you’re looking to increase your brand awareness or drive conversions, influencer marketing can get you the results you need.
Influencer marketing saves time
Creating an ad campaign takes time, whether it’s creating the images, creating the copy, and planning the content on your channels. Influencer marketing takes all of that away from you because you’re not only paying for advertising, but also for design and copy, saving you a lot of time.
Should your brand invest in influencer marketing?
We take influencer marketing for granted. The benefits speak for themselves and you certainly don’t want to be left behind. Influencers have a unique voice in the marketing industry that your brand can use to increase brand awareness, drive sales, and ultimately grow your business where you want it. What are you waiting for? Contact us today to find out how we can take your business to the next level with an influencer marketing campaign.