Influencer marketing is one of the hottest trends right now. It's grown in popularity because businesses are looking to advertise in a more trustworthy and organic way. Consumers are becoming savvy to digital marketing tactics, and thus they have experienced lower performance compared to years past. Influencer marketing allows an organization to promote their products and services in a less obvious way. While some brands have had great success with influencer marketing, others have missed the mark. Here are some tips to make the most of your influencer marketing campaigns:
Under the sunlight of social media, few strategies have blossomed like influencer marketing. But when used errantly, few strategies have the same capability to quickly wilt a brand.
Influencer marketing is built to win consumer trust, especially when compared with traditional online ads. Consumers are blind at best and irritated at worst by pre-roll, pop-up and banner ads. Influencer marketing is less intrusive and more flexible than traditional online ads; it can be small and quiet, big and booming or somewhere in between. An influencer can be a teenage girl posting about her favorite hamburger joint to make a few bucks, or it can be reality star Kim Kardashian posting about a clothing line to make $500,000. Whether teenager or celebrity, influencers create and post ad-supported content to their own accounts, bypassing ad blockers and potentially popping into millions of social media feeds. Followers can block or unfollow individual influencers, but there’s no ad blocker for influencers as there is for traditional ads.
But marketers see influencers as more than just a means to bypass ad blockers: They see influencers as a chance to engage with a new generation of consumers, people who have always had the option to skip, ignore or completely avoid ads.
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With influencer marketing on the rise, it's important to look at the quality of the partnership before jumping into a campaign. The best instances of influencer marketing are from influencers that connect with the audience you want to reach. A macro-influencer with 100,000+ followers may get more eyes on your product, however, a well-engaged influencer with less followers may prove to be more effective. For businesses looking to utilize influencer marketing, or improve their strategy, it all starts with authenticity. Influencers who support and use your product or service will have much more success promoting it to their followers. While you're looking for that perfect influencer partnership, here are 30 ways to keep up lead generation.