Influencer marketing is the strategic use of endorsements and product placement by influencers. These are individuals who have a dedicated online community and have established themselves as authorities in their field. Having influencers share your offering works because of the trust and rapport they have built with their audience. Recommendations from them serve as a form of social proof to your brand's potential customers.
Here are four benefits of using influencer marketing:
1 | Awareness
Getting eyes on your offering is a prerequisite for selling. Partnering with influencers can allow you to reach new audiences. You can get strategic about who you work with, what niche they belong to, and the nature of their audience to focus the awareness you are building and speak to the people who are most likely to resonate with your business.
2 | Credibility
In this era, it is hard for customers to know what brands they can trust. Having your business endorsed by an influencer expediates the long process of building credibility. Influencers have a relationship with their audience, so their recommendations hold weight. Their audience knows they would not put their name behind something they don't believe in, so their trust for the influencer will extend to your business.
3 | Touchpoints
Most people need to hear your offer a multitude of times before they will buy. Placing your product or service on the social platforms of influencers will increase the amount of exposure your target audience has to your business. Adding this touchpoint will make it more likely that you will be at the top of mind whenever they are in the market for what you sell. Influencer marketing is yet another touchpoint for people to experience your brand. Long-term partnerships rather than one-off campaigns with creators will increase the effectiveness of your marketing efforts.
4 | Affordability
Influencer marketing is typically more cost-effective than traditional marketing. Ads on search engines require you to pay continuously, auctioning for people's attention and outbidding other brands. You generally pay every time someone clicks on your ad, whether they buy something or not. Alternatively, influencers typically charge a flat fee for each post created. Not only will you get visibility, but you can also purchase usage rights for the content they create. Some influencers create professional-level content for a fraction of the cost it would require to orchestrate a photoshoot.
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