Posted: March 05, 2018
As a business who offer PR software as a service, we are well used to some of the buzz words that are being used a lot at the moment - and influencer marketing is one of these words. It has been around for quite a few years now but has only been picked up on recently by brands and agencies, and there are lots of statistics out there to explain why. But what is influencer marketing and how can you use it to promote your business?
There are many definitions out there as to what influencer marketing is, but what it basically boils down to is using people who have influence over your audience to help you to connect with your audience.
Now when we talk about influencers, these aren't the people you might think, especially in PR terms. Gone are the days of journalists being top dog, nowadays influencers tend to be people who have genuine social media followers who interact with them. Now, these don't have to be a huge amount of followers, it is more important that the followers they have are genuine.
Responsive followers is the key really. It is no good if an influencer has a huge amount of followers on a social media platform if none of these followers interacts with them. A more important influencer to build a relationship with is one who has an audience who interacts with them and get excited about everything they say - so that when they do talk about your product people take notice of it. You need an influencer who actually inspires action with the content they create.
But what has this got to do with online PR software? Well, there is a lot of research around at the moment which demonstrates that people are getting a little fed up of the traditional digital advertising that they are seeing, and they want something more meaningful to connect with. This irritation can be seen most clearly in the rise in popularity of ad blockers - which is costing the advertising industry a lot of money. And even if your advert does get past the ad blocker, people just aren't responding to them the way they used to - especially if they are of the millennial generation.
This is where influencers come in. What they are good at is building trust with their audience as they are basically giving a word of mouth testimonial - even if they are producing sponsored content. Most people, especially Millennials, tend to trust influencers because they can relate to them and they know that that person is not trying to be someone else, they are just being themselves, warts and all. There is also a little bit of nosiness involved too, some people like to look into other people’s lives and see what ups and downs they are facing as well.
Influencers can then use this connection with their audience as a tool to help brands to promote their products, as they know that their audience won't mind them doing so as everyone has to make a living - and that is how they make theirs. The world of influencer marketing is also really appealing to brands, because it is easily segmentable, and brands can, therefore, choose their influencer depending on their target audience, and how engaged with this audience they are.
Once you have decided to go down the route of influencer marketing, then you really need to think about your strategy for this. This is really important in order to help you pinpoint exactly which influencers you are going to target, and ensures you don't waste any of your time or theirs. The best way to do this is to strip everything right back and look at exactly why your business exists, what you are trying to achieve with your business and what you stand for. Once you have this clear in your mind, then you can formulate some specific goals that you wish to achieve with your influencer marketing campaign.
• Some examples of goals you may have in mind include:
• Driving a change of opinion on a topic within a certain community
• Engagement around a certain event such as the launch of an eBook
• Increased brand awareness and exposure
• Lead generation and sales
Having a clear idea of your goal for your influencer campaign means you make a more informed decision as to which influencers to target. For example, if your end goal is concerned with brand awareness then you want influencers who are popular and have a wide audience, whereas if your goal is establish thought leadership, then you want influencers who possess authority and trustworthiness.
If you are thinking about launching an influencer marketing campaign and want access to thousands of bloggers, journalists and influencers then please get in touch with our friendly team today to discuss our pr software tools. You can call us on 020 8720 6914 or send us an email to firstname.lastname@example.org. Alternatively you can use the live chat feature on our site if you prefer.