Recent years have seen a surge in the popularity of Influencer marketing, the practice of targeting influential people with a large online presence to help promote organizations and increase user engagement. Although influencer marketing is still a relatively new concept, noticeably taking off in 2013 according to Google Trends, there is reason to believe it will be here to stay for the foreseeable future. Here is what you need to know to make the most of this exciting marketing trend and build your online profile with the help of influencers in your field.
Snapshot of a Growing Field
According to Nielson, Americans watched 17% less TV in 2015 than the previous year, especially young adults in the coveted 18-34 demo. That means people are spending more and more time online, especially on social media platforms, meaning it’s a pivotal time in digital marketing. A recent poll by eMarketer found that 81% of marketing professionals find influencer marketing to be an effective way to reach their chosen audience, and nearly 85% of marketers planned to initiate an influencer campaign in 2016. These numbers add up to one important conclusion: Influencer marketing is exploding in popularity, and for good reason.
Locate Your Audience
Before you can find influencers to reach out to, you have to know exactly who it is they’re influencing. Knowing your core demographic and keeping up with their demands is essential. You can do this via social listening tools that allow you to get an idea of what your audience wants and who they turn to for advice. Once you know that, it should be easy to find bloggers, YouTubers, and other online personalities who meet the criteria you’re looking for.
Whether your influencers are Instagram stars or popular podcasters, you’ll have to do your homework to find the right voices to associate with your brand. Once you do, reach out to the influencers you feel will most effectively boost your internet presence by requesting their endorsement of your organization or business. This approach increases ad recall and brand lift, creating ideal conditions for your online marketing strategy to thrive.
One useful way to select appropriate influencers is to become familiar with their content, then share it on your official social media outlets. This is a low-stakes way of showing that you are involved in your field and interested in what high-profile members have to say. Have discussions in comment sections and be sure to follow them on social platforms. This will allow you to organically create a mutually beneficial relationship before reaching out to influencers about a potential business partnership.
Before jumping into this hot, new trend, be aware that influencer marketing should translate into a discernible ROI. Be sure to keep tabs on the level of social engagement and changes in conversion rates after starting an influencer marketing strategy. Start with realistic goals and a timeline in mind so you know what to aim for.
To start harnessing the power of influencers to grow your organization, contact AMMA Digital Marketing at 800-466-0684 or send us an email today.