“The first problem of communication is getting people’s attention.” -Chip Heath, Made to Stick
You can craft clever tweets and write inspiring blog posts, but none of that matters if no one sees it. The question then becomes, how can I increase visibility? With the rise of social media, people have become the media. People have become the experts. So it makes sense that marketers are turning to people, or influencers, to help spread the word. Aka Influencer Marketing.
What is Influencer Marketing you ask? I think Tap Influence does a great job of defining it: “Influencer Marketing is the practice of working with influential people online to spread the word about your products and services through social media.”
Just think about it. An advertisement might catch your eye, but can you trust it? Companies and marketers want you to buy their goods or services because it directly benefits them. So it’s possible that they embellish, or even lie. But if you’re at lunch with your friend and he/she mentions how awesome this new product is…now that’s a piece of information you would trust. Word of mouth has become an essential part of modern marketing.
Influencers share their opinions with their followers via social media and blog posts. They have the ability to increase exposure, drive traffic and (hopefully) lead people to convert.
But remember: not all influencers are created equal. One of the most important factors in selecting influencers is the size of their following, but people with millions of Twitter followers will not help you if they do not relate to your brand. An article titled The Definitive Guide to Influencer Targeting provides us with a great example: Justin Bieber. While he is definitely an influential person on social media (with close to 60 million Twitter followers), having him tweet about a type of software would not do your business any good. You have to target influencers who are experts in your niche.
And we all know how much I love visual content! So here’s an infographic that breaks down influencer marketing and provides tips on how to make it work: