Updated: Nov 30, 2021
Influencer marketing is a form of social media marketing. It includes affirmation and product/service advertisements by influencers, individuals, and organizations that have a perceived degree of awareness or social impact in their field.
Influencer marketing is marketing to, with, and through influencers to drive brand messages to your and their target audiences.
Influencer marketing is similar to word-of-mouth marketing, but it doesn’t rely solely on specific recommendations.
Influencers can come from a wide range of places. Any individual, group, brand, or place could potentially be an influencer.
Engaged audiences typically follow these content creators. Advertising to them across different social media platforms enables your company to extend the scope, improve brand awareness, and generate new leads for your sales funnel through buyer personas.
You can use influencer marketing as either a standalone tool or as a means to improve your other marketing campaigns.
We will dive further into what influencer marketing will bring to the company via its key benefits.
Influencer Marketing Increases Brand Awareness & Reach
Most influencers in social networks have millions of viewers, including more than 2.5 billion followers of Instagram’s 50 most followed influencers. Based on that, influencer marketing, in which you partner with influencers whose niche suits your products or services, will bring an excellent opportunity for you to approach millions of potential consumers.
Heavy-handed promotions and sales campaigns are simply an outdated model for brands. It is becoming more sophisticated to advertise with influencers who can seamlessly combine brand campaigns into their style and expression. Influencers make the advertising activities more engaging and genuine for a target audience, who are often overloaded with tons of commercial advertisements every day. Influencer marketing helps you gain more visibility when such a person recommends your products or services or mentions your brands, which not only extend your scope but also increase your brand awareness.
Influencer marketing enables marketers to reach critical Millennials and Gen Z audiences, 85% of whom are highly open to information about specific products via social platforms. In comparison to other social media marketing methods, influencer marketing offers brands a viable, unobtrusive way to communicate with customers regardless of the widespread adoption of ad blockers as well as a general distrust of overt ads.
Without the hindrance of AdBlock apps and extensions, social users can learn more about your brand story and what you are offering. It means that you need to create fresh-looking content and format design in delivering the message to grab people’s attention. And the key to maximizing this strategy is ensuring that your content is meaningful and brings value to both influencers and followers.
Enhance Credibility & Trust
Influencers are experts in their field, which is why their followers trust them and have influencers have considerable influence on them. They have built an inspiring and respectful relationship with their fans. Therefore, people believe their opinions and recommendations. These recommendations won’t make your influencer marketing campaign feel like advertising anymore, meaning that people are more open to your brand than usual.
Studies have shown that 75% of YouTube’s viewers appreciate YouTube’s featuring genuine, relatable, and reliable people, and the number of teenage subscribers who are likely to connect to the influencers, rather than traditional celebrities, is 70%. And 60% of users confirm that they prefer the reviews of their favorite YouTubers to mainstream TV and movie stars.
Enriched Content Strategy
It is not simple to continually produce fresh and entertaining content. Sometimes you are out of ideas and feeling stuck, and that is the time influencer marketing can help fill the gaps in your content schedule.Influencers who are familiar with producing engaging and quality content to interact with their followers daily will bring significant benefits to you if you can sign an agreement of content co-creation deals.
Content distribution, an essential part of content marketing, must be understood thoroughly and considered carefully before working with influencers. Even if you have not come up with new ideas, you should prepare for a detailed content distribution strategy through which your company and influencers know what objectives your brand has. There are plenty of real-life examples of brands collaborating with different types of influencers. The typical one is the case of a well-known lifestyle blogger of HBFIT named Hannah Bronfman, who writes about health, beauty, fitness, and partners with Face Gym, a local facial treatment center.
The brand provides Hannah with information about the studio, photos, trial services, and coupon codes so she can help people learn about them and their offerings. Meanwhile, the content, in this situation, is Hannah’s articles, is originated from Hannah, which means she is helping Face Gym to produce promoted content to deliver to the potential customer via her channel.
Influencer Marketing Boosts SEO, ROI, and Bottom Line
Influencer marketing help boost your SEO, ROI, and bottom line significantly.
Influencer marketing benefits, directly and indirectly, your search engine optimization. There are 86% of advertisers using influencer marketing to empower their marketing campaigns, and 57% state its performance exceeds the other brand-created content. As influencers have a large number of loyal followers, the partnership with them will help you reach more audience rather than doing SEO activities only.
As links are one of Google’s most important search ranking criteria, there will be more chances for you to build backlinks as you hit a wider audience through influencer marketing activities. Although those links are flagged not to impact search ranking, there is still an indirect effect on your SEO as they help to build brand awareness and drive traffic.
According to an analysis from Quicksprout, it proved that social media interactions could, indirectly or directly, enhance SEO signals. As you engage with new social communities, there is an opportunity for you to get additional followers and interactions, which will lead to additional organic traffic, backlinks, and other metrics that progress SEO. Generally, creating more and more content through influencer marketing will give you more chances to rank your brand higher in Google search results.
ROI And Bottom Line
Influencer marketing allows big brands to attract more customers and enables small businesses to scale up by getting them more visibility, which provides higher ROI than other marketing channels.
According to a study carried out by Mediakix in 2019, approximately 50% of marketers state that influencer marketing’s ROI is higher than other marketing platforms’, and about 41% say returns are equivalent to other channels.
Branding or engagements-focused influencer marketing activities produce eight times more ROI than other campaigns. Proved from actual business results, the influencer marketing’s profit surpasses its costs, which is why it delivers a very high ROI and bottom line ultimately.
Influencer Marketing Increases Sales
One of the top three overall goals that marketers aim for in influencer marketing is generating sales and conversions, said 64% of surveyed people in 2019 study conducted by Mediakix.
According to researches, for every $1 they spend on sending a message to the customer via influencers, companies earn about $18. And this number can be higher for many other brands.
As mentioned above, influencers have a significant impact on the purchase decision-making process of consumers. Roughly 40% of survey respondents reported that they made a purchase shortly after seeing their favorite influencer use a product or service. The impact of influencers is why it is exceptionally viable for businesses to create, manage, and create messages to be delivered to the audience via influencer to generate a massive uptick in sales.
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