These days the #1 trusted resource for consumers is peer-to-peer reviews and word or mouth testimonials and, thanks to the wonderful digital world we live in, most of these recommendations happen through social media.
And the most trusted sources for these reviewers are known in the marketing industry as "influencers."
Influencers are individuals who can sway the sentiments of their online audience in a particular direction regarding a brand, idea, business, person, or any other entity. These people can make or break your reputation.
And since, whether you like it or not, there is already a conversation happening about your brand on social media, it would be best to get out ahead of it and start an influencer marketing campaign to build the trust and recognition among a large audience thanks to a popular voice on social.
Here's how social influencers can lead you to success:
1. Wide and Loyal Audience
Social media influencers generally have a large Twitter and Instagram followings, long Facebook friends list, and/or heavy blog traffic, which means that through them you can reach a wide audience. If they mention your brand name, talk about it or retweet or share your posts, they are amplifying your brand communication.
For example, when Kylie Jenner endorses a brand the world knows about it.
But it also works on a smaller scale too...
2. Good Networks
Influencers build good networks. Their contacts engage in conversations or discussions on the various subjects the influencers post about, which can lead to more brand building. Not just that, they share these posts which means that your audience multiplies, increasing your visibility. Also, through them you can identify other influential people as well, who are a part of their audience. They can in turn influence their own audience’s opinion of your brand.
3. Quality Content
In a survey conducted by Vocus and Brian Solis, 62% of the respondents said that they follow an influencer because of the content they create. Quality content is crucial to any marketing campaign. And Influencers can create great content that would easily strike a chord with the audience, and reduce the work for you. They might even come up with creative ideas for content marketing that your brand itself did not think of.
Some Influencers will post reviews of your products and services, its features, quality etc., some write stories related to your brand, so on and so forth. The possibilities and their creativity is endless.
Another important factor that contributes to their large following is credibility. In the same survey, 51% of the respondents said that they follow an influencer because they consider them as opinion leaders and 40% follow them because of their relationship with the Influencer.
The expertise these individuals hold in a particular field combined with the good relations they maintain with their audience makes them reliable to people. Their opinion of your brand will most likely become the general opinion among their audience. A word from an influencer can make or break your brand.
5. New Trends & Insights
Influencers are usually aware of the latest trends of the evolving social media platforms. They tend to be among the first to try these new trends, to discover new platforms to reach and engage with their audience. Through them, you too can get acquainted with such new ideas and employ them to interest prospective customers. And seeing as they are experts in the field, you could gain deeper insights about your industry from them.
'Anyone who stops learning is old, whether twenty or eighty. Anyone who keeps learning stays young. The greatest thing you can do is keep your mind young.' - Mark Twain Piper is a student of his craft, constantly learning. He never settles. Here he learns to deal with snowy rotor wash from @uscg #airstatvc. K-9 Piper: 'The Student' - watch the full video on our Facebook or YouTube pages. Eye Pro: @rexspecsk9 Ear Pro: Mutt Muffs Vest: @k9storminc (Donated by @spikes_k9_fund) Helicopter: @uscg Soundtrack: Sonic # #airportk9 #airport #k9 #k9team #k9storm #rexspecsk9 #spikesk9fund #muttmuffs #badass #aviation #helicopter #uscg #coastguard #military #training #winter #snow #dog #dogsoffreedom #dogsofinstagram #bordercollie #bordercolliesofinstagram #proudbordercollies #workingdog #workingdogsofig #traversecity #puremichigan @militarybadassery @becausebadass
Marketers are heavily engaging social media influencers these days and it is indeed important to identify them. Building good relationships with them will help strengthen their advocacy or convince them to be associated with your brand.
But identifying these influencers from the vast ocean of social media users is not an easy task. That’s where social media listening can come in handy, tools such as Explic8 can help you identify your loyalists or even the ones who hate your brand. You can not only identify the top authors in terms of numbers but also measure their influence and categorize them as your promoters or detractors, and engage with them in real time.
Interested in learning how to start your own Influencer marketing program?
Reserve your spot in MELT's How To Run an Influencer Program online workshop happening on Wednesday, April 20. For more information and to register, click the button below: