Unfolding the truth about influencer marketing.
In this post we will be analyzing why
influencer marketing works that well. With everyday more influencers emerging
and people following them we can not deny that it works, no wonder why several
marketing agencies and experts give this irrefutable fact:
- Influencer marketing is the fastest growing and most cost-effective channel. (Tomoson)
- Ninety-two percent of consumers turn to people they know for referrals above any other source. (Tapfluenceand Influitive)
- Word of mouth generates 2 times the sales of paid advertising. (McKinsey)
But lets unfold why:
It is true that in an every day more
connected world, having someone to physically (or virtually) represent your
brand has become crucial. Every single day people are getting more informed,
impatient and very “picky” towards the decisions they make before a purchase. Right
now it’s more necessary than ever to have a little help to pull them to you
instead of pushing them through the customer journey and influencers have
became an ideal tool to make this happen.
In the article “Love It Or Hate It:Influencer Marketing Works” by Daniel Newman, he says that influencers may be
the next “golden goose” as people no longer trust ads. Influencers can be one
of the most powerful tools to develop an inbound marketing strategy for the
brand. People out there are always looking either for approval or
trustworthiness towards the brands and influencers happen to be the perfect
voice of authority that people trust. One of the main reasons why people
listens to what influencers have to say is because people see them as well
informed and an knowledgeable people. People who understand a brand and its
products and services through their knowledge and experiences heavily influence
their decisions.
But entering to this sensitive point, this
is one of the main risks of making use of influencer marketing, honesty and
reliability. More than ever, brands have to find the influencer that fits and
suits the best to the company. They have to make sure they find the right influencer;
otherwise instead of being useful, it becomes harmful to the company. The best
ads are the ones that don’t even look like one and if a company abuse of
influencers use, the impact is for both parties. If the credibility of the
influencer decreases, the efficiency of the marketing campaign decreases and
the effectiveness of the advocacy is doomed.
This is why it is really dangerous to decide to use influencers.
The relationship between the influencer and
the brand has to be real. People have to see authenticity in their authority
figures in order for the brands to see good performance in their returns on
investments. Influencers have to take customers through the entire sales funnel
in a very subtle, inbounded and cunning way and as the author Daniel Newman
says “it needs to have honesty, unbiased views, and transparency as the key
ingredients”, otherwise, your campaign is lost.
This is why a good and well performed
Influencer marketing strategy works really good for the brands if developed seriously
and carefully.
Hope this analysis helps you improve your influencer marketing campaign if you are developing one or planning to do so.
See you next time.
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