Influencer marketing is currently a popular topic in the marketing world. Defined as “the action of promoting and selling products or services through people (influencers) who have the capacity to have an effect on the character of a brand”, influencer marketing seeks to revitalize traditional and online marketing efforts by placing its focus on people rather than products.
This is an effective marketing strategy. With the Internet and growth of online communities, we are consistently inundated with content and information. As a result, selective distortion kicks in and the majority of content is dismissed out of hand. We need a lifeline, which is something that influencers can provide.
For the most part, influencers are people who are knowledge experts in their field. They are highly respected and their recommendations carry a lot of weigh and power. For example, you are probably more likely to buy a new Microsoft PC if Bill Gates is promoting it. Finding the right people to promote a product or service helps to build a company’s reputation and creates value for the product.
While Influencers do not have to be celebrities or famous people, companies that have the resources to contract them will most likely see a large return for their business. For example, with the popularity of YouTubers such as PewDiePie and Tyler Oakley, you often see certain products being mentioned and promoted in their videos.
Having a charismatic and friendly Influencer who is able to engage with your audience to promote a product or service helps keep that company top of mind when customers are looking to make a purchase.
One of the great things about influencer marketing is that even if a company has never used it before, it’s not difficult to start. Unlike other marketing efforts, which can take a considerable amount of time and money, businesses that have built up a solid reputation and client base can take advantage of Influencer marketing tactics by connecting with people in a similar field.
By creating these connections, a business owner could ask one of their connections to help promote their product. Whether this is by sharing their content on social media, writing a recommendation, or speaking at a conference, having people who know and respect your business goes a long way to increasing its success.
With the impact and speed of social media, a business’ product or service has the potential to receive a lot of attention. Coupled with the right Influencer promoting the business, the more likely that people will listen and pay attention to what the business is offering. When this happens, hundreds if not thousands of people might comment, like or share the business’ content. This helps to create even more influencers and brand ambassadors who are willing to promote the business’ product or service.
Influencer marketing is all about connecting with the right people to help promote and grow a business. By creating a more human and engaging approach, customers will find the business more appealing and will be willing to buy. When considering a marketing strategy for your business, consider Influencer marketing and the power of people.
Yodel, Global. “What is Influencer Marketing?” The Huffington Post, July 5, 2016. http://www.huffingtonpost.com/global-yodel/what-is-influcner-marketing_b_10778128.html (accessed February 24, 2017).
 Global, Yodel, “What is Influencer Marketing?”, The Huffington Post, July 5, 2016, http://www.huffingtonpost.com/global-yodel/what-is-influcner-marketing_b_10778128.html (accessedFebruary 24, 2017).
Courtney Rosebush is a marketing and sales professional in Toronto. With a passion for social media marketing, research, and blogging, Courtney seeks to educate visitors on the importance of marketing in both business and everyday life by creating fun and engaging content to share with others. In her spare time, she is having adventures in the form of reading a bestseller, trying a new restaurant, going to the theatre, or spending hours in a coffee shop. Follow her on LinkedIn and Twitter.
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