How you can build a powerful influencer marketing strategy in 2020

In the words of marketing guru Seth Godin, “People do not buy goods and services. They buy relations, stories, and magic.”

What Is Influencer Marketing?

Influencer marketing is leveraging the reach of an existing influencer who has built a large following and strong brand reputation in a particular niche to support your brand, endorse your product, or co-create content, with the intent to increase brand awareness and drive sales.

As Anja Skrba at First Site Guide says, “Influencing is about connecting, and that’s what marketing revolves around today – making us feel connected with the product and people who use/promote that product.”

Everything about marketing used to be magic, from concept and strategy to creation and implementation. Once upon a time, it was difficult to find a worthy vendor who could produce and implement high-quality advertising. Now, it’s never been cheaper, simpler, or more readily available.

With demand for attention on the rise and overwhelming product options on the market, consumers are beginning to lose sight of who they can trust. To filter the noise, they’re turning to ad blockers, cord cutting, and even media fasting (yes, that’s a thing).

A consumer taking such extreme measures to avoid advertising makes it increasingly more difficult for brands to keep up with the digital landscape.

So where do you turn? The smart move would be influencer marketing.

If you’re looking for an ironclad way to seize the attention of your ideal audience, you should look no further than someone who already has their ear.

In short, you need an influencer.

When you look at the stats below, it makes sense why influencer marketing is such a popular tactic to drive sales:

When it comes to millennials, only 1% of them trust advertisements. However, 33% of them trust blog reviews for their purchases. Around 40% of people reported that they purchased a product online after seeing it used by an influencer on YouTube, Instagram, or Twitter. 71% of influencers believe that it’s an honest and authentic voice that keeps their audience engaged. According to a study by Tomoson, influencer marketing yields a $6.50 return on investment for every dollar spent.


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