“Influence”, What does it have to do with marketing? Many of you may not be aware of “influencer marketing” and many others may have misunderstood this concept. But the reality is almost all of us are within the community of influencer marketing knowingly or unknowingly. Let us together explore and get a clear cut idea on influencer marketing, which is a serious marketing service offered by several social media marketing companies in Chennai and other places!
Who is an influencer?
As the name suggests, influencer marketing has a lot to do with influencers. But then, who is an influencer ?. In this context, influencers are persons who affect or play a greater role in the purchasing decision of the consumers with their knowledge, power, skill and engagement with the audience.
What exactly is influencer marketing?
The marketing of a brand through an influencer who suits the brand well is called influencer marketing. Today, influencer marketing is mainly done through Instagram, YouTube and famous blogs where the influencers market the brand through their own content or supportive content offered by the brand. Influencers might be professionals, artists, and even normal persons with significant followers base who have the talent of engaging with their audience on a personalised note.
One best example of influencer marketing is the partnership between Amazon’s Audible and New York Times bestselling author and investor Tim Ferris. Tim Ferris demonstrates a crisp video during his podcast about Audible’s free e-book through custom URL and he also talks about his favourite books listed in the Audible.
What not is an influencer marketing?
So influencer marketing is not about marketing the brand through top-notch celebrities and leaders alone. It is about marketing your brand through people’s content which highly engages the audience. Influencer marketing is also not about instant results. It takes time to market your brand through regular engagement with the audience.
Word of mouth and influencer marketing is not the same
At this point, you may raise a big doubt whether Word of mouth and influencer marketing is one and the same. Word of mouth is instantaneous, where people talk about a brand and its offerings without any promotion or hidden marketing involved. To put it in simpler words, most influencer marketing involves word of mouth but not all word of mouth involves influencer marketing.
Why influencer marketing is powerful?
According to a report by Nielson, 92% of people trust reviews from an unknown individual when compared to an organization’s reviews. Influencer marketing is more concerned about the audience’s trust. They will not market your brand if it has the probabilities of spoiling “their” audience’s trust. In influencer marketing, brands try to market/sell products/services with the help of the trust factor that followers hold over the influencer.
How to select influencers?
Select the influencers who will be a perfect fit for your offerings. Influencer mismatch may backfire both the brand and influencer. Develop a proper influencer marketing strategy. The target audience should feel a sense of connect with the influencer and with the brand he/she is trying to market. It should all work in a seamless way, and shouldn’t seem like “forced marketing”. If you are looking to create brand awareness for your restaurant or improve the sales of your newly introduced food items, check for food bloggers or vloggers who would add value to your business. If you have a beach resort or an exquisite villa, try targeting travel vloggers and bloggers who would influence his/her followers to visit your resort.
Where did all this start?
The book “People’s Choice” written by Elihu Katz and Paul Felix Lazarsfeld says that people respond better to views of their friends and family compared to organizations. Though the book mainly surrounds political factors, the idea is universal and applies a lot in reality.
Target the right influencer to cover the right customers !!
Dhivya is a fiction fanatic. She believes in the magic of words since words are great decision makers of situations. She is passionate about writing articles, poetries, and quotes. As a student pursuing MBA she wishes to convey the business concepts and her views on it through simple understandable language. Dhivya is currently writing articles focussing on business and management.