Is Influencer Marketing the Right Marketing Path for Your Business?

Similar to a celebrity endorsement or sponsorship, influencer marketing refers to when brands ask specific influencers to create valuable and relevant content around a particular campaign, product, or service. TapInfluence, an influencer marketing program and marketplace, defines this strategy as “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market.”
Likewise, Traackr says influencer marketing is “the process of identifying, researching, engaging and supporting the people who create high-impact conversations with customers about your brand, products or services.”
To see influencer marketing in action, check out these entertainment examples from Hubspot.
Thanks to the shift away from traditional advertising methods, brands are turning to influencer marketing to help sell their products and services. In fact, it was found that 49% of people rely on influencer recommendations as part of their purchase decision. And 40% of people say they’ve purchased an item online after seeing it used by an influencer on social media sites such as Instagram, Twitter, Vine, or YouTube.

When to Use Influencer Marketing

Although influencer marketing may not be the right track for every brand, there are cases where the tactic can be quite beneficial. If your brand is experiencing any of these situations, you may want to consider investing in influencer marketing.

You Have a Disconnect with Customers

Is your customer service center riddled with disgruntled phone calls from consumers? Are customers just not understanding what your product or service is all about? When there’s a disconnect between your company and your customers, perhaps you need an influencer to bridge the gap.
Influencers have a loyal audience that turns to them for direction and advice. After all, 74% of people turn to social networks for guidance on purchase decisions. Leverage the power of influencers to educate your audience about your brand, what you stand for, and what they can do to learn more.

You Need to Generate Brand Awareness

If you’ve just launched a business or need a bit of help getting your brand off the ground, partnering with an influencer is a great way to reach your target audience. Be sure to do your research and find an influencer with a following that matches the demographic and behavioral characteristics you’re looking to target.

You’re Trying to Reach a New Market

When trying to reach an untapped or new market, you need to find a way “in.” One excellent path is through an established influencer in that audience. Reach out to an influencer who has a thorough understanding of your desired market and find out how you can best partner together to reach this audience.


Leave a Reply