Not long ago, internet marketing was all about affiliates. It is one of the more effective ways to reach a large audience and brands can compete with each other through an affiliate publisher or a web portal, to increase visibility and drive business. sales number.
Now, ordinary individuals can gain vast reach through a single social channel. Brands that used to rely on affiliates to promote their products online are turning to influencers to give more legitimacy to their products.
Because of my background in affiliate marketing, I can confidently say that influencer marketing is the new wave of affiliate marketing. The hottest influencers leverage the latest, most exciting technologies to deliver a better experience for their audience.
The Future of Influencer Marketing
It's easy to tell what I'm talking about just by looking at the trends. Consumers are cutting the cord from cable TV, choosing instead to create their own viewing experiences from their phones, tablets and computers. Those who are still tethered to the tube now have the ability to ignore what they deem unnecessary and use digital content whenever they want.
Cutting the cord — and a growing skepticism about what brands say about them — has reinforced the impact of user-generated content leaving celebrities (or micro-celebs) devoid of people with a knack for taking selfies and recording videos of themselves.
The influencer marketing space will keep growing , especially as people continue to consume digital content. More sophistication will emerge regarding the ways brands customize their messages and measure the impact of their marketing efforts — especially through this new type of media persona.
Selected newsletters are growing in popularity. If you follow business influencers on platforms like Twitter or LinkedIn, chances are you'll see them promoting an article in the newsletter. And if you like what you read, you'll keep coming back. Ultimately, the author of that content will become a trusted source of information, and what they say will influence your thinking. And when they start promoting a product or service, it can become a viable purchase decision.
Newsletters and blog posts are nothing new, but what I get is the importance of thinking outside the box to reach your target audience . It is becoming increasingly clear that traditional marketing methods are no longer enough to increase brand awareness. You need to rely on influencers with your ideal customers.
3 Tips to Influence Others
How do you use these influencers to your advantage? Keep these three strategies in mind.
1. Be selective about your influencers.
Influencer marketing is like any other form of marketing—at least when it comes to the basics. It's essential to understand your audience members before you can reach them, let alone offer them anything of value.
Segment your target audience into personalities based on their interests, interests, and preferences. Afterward, Find influencers who attracted those people instead of selecting influencers solely by their reach.
Athletic shoe brand ASICS has successfully targeted a wide variety of audiences by engaging influencers at different levels of expertise. To promote FrontRunners , a global health and fitness initiative, it draws content from amateur, semi-professional and professional runners. These influencers have created profiles and blog posts that the brand uses to target a wide range of readers, from those interested in long-distance running to those just entering the shoe-buying market. .
Relevance is, after all, the most important factor in your relationship with any influencer. Reaching the right people requires choosing an influencer with the same target audience as your brand. And with 83 percent of consumers trust you and recommend for family, it's easy to click on an authoritative source for purchasing decisions. Followers of influencers often see their videos, photos, and other posts as endorsements from a trusted friend.
2. Go into the niche with your influence.
Lots of influencers reach millions, but partnering with them sometimes yields the same results as other “mass” marketing efforts: a big bang for a few dollars — at least. is at the end.
Instead, try searching for influencers or channels with a smaller following . They generally offer a more engaged and dedicated fan base. They will also know their audience well and communicate in ways that will generate a response.
Sperry adopted this approach when it decided to go smaller with 2016 campaigns Worked with 100+ Small Instagram Influencers . The boat shoe brand sought out loyalists who shared primo photos of the shoes through their personal Instagram accounts and asked customers to create similarly glamor shots for Sperry's own account. Little approach little to do with ROI and more to do with expanding the brand's social footprint, which can generate financial dividends on time. Sperry has seen the possibilities that can arise from investing in niche influencers, like what Amazon did when it invested in live-streaming video platform Twitch.
Twitch viewers watch other people play video games. Existing platform more than 100 million monthly customers , with almost half clocking over 20 hours of watch time per week. Amazon saw so much potential in Twitch's ability to drive game sales that it bought the service for a low price. almost 1 billion dollars In 2014. Channel influencers recommend products they like, earning a commission from any sales they make. Twitch has proven an easy way to reach a potentially large audience.
3. Create the right mix of content.
Think of influencer marketing like you would content marketing: It offers multiple types of content, and each type of content connects you to a different part of your audience.
In other words, don't just rely on foundational short-form content like Snapchat or Instagram. While these platforms have an impact on viewers, relying entirely on them means you could be missing out on opportunities that only long-form content can provide. Instead, consider using sites like Medium to strike the right balance with your content mix. Unlike Snapchat or Instagram, Medium provides a channel for your audience to dig deeper into topics.
You should always manage marketing assets, and any good collection has more than one form of content. The real trick is knowing when to use images, videos, articles, or even email to keep the conversation going.
Influencer marketing is fast becoming most powerful weapon in the marketer's strategic arsenal. Using it effectively comes with a learning curve and it can take time, energy, and a lot of research to find the right influencer to promote your brand. But once you do, it can be a heavenly match for your bottom line.