Word of mouth recommendations have a great impact over a consumer’s mind and it cuts through the marketing clutter quickly and effectively. The digital revolution has signified the role of word of mouth (WOM) as it operates on a one-to-many communication channel nowadays. Online reviews, opinions voiced through discussion forums, social media information sharing, blogging and a lot of online communities are playing a key role in influencing the purchasing decisions of a customer. Hence, business organizations need to focus on devising strategies for generating word of mouth recommendations. Influencer marketing is an innovative method to consider. Here you focus your marketing efforts towards few key leaders who have a clear influence over the potential customers. So, rather than marketing directly to a large audience, you direct the marketing activity to the influencers who further deliver your brand’s message to the desired audience. Businesses may either inspire influencers or hire the services of a brand marketing agency for attracting, engaging and converting the prospects into buyers.
Targeting and engaging with the influencer is not as easy as you think. If you have decided to integrate influencer marketing strategy to your current marketing mix, then it is essential to have a sound understanding about your goals and objectives. Influencer marketing mainly consists of four activities. First of all, you need to identify the right influencer for your brand. Journalists, celebrities, bloggers, professional advisors, industry analysts and activists are some of the many faces of influencers.
Social media marketing and content marketing has a vital role in the influencer marketing strategy. For instance, a person with thousands or lakhs of subscribers on YouTube and a blogger with a large number of followers can be a source of influence. YouTube, Twitter, Facebook and Instagram marketing are some of the popular forms of social media marketing whereas blogger influencer marketing can be considered as a form of content marketing. You may take advantage of some online tools and techniques to choose the right influencer for your brand. Orienting your marketing efforts before the influencer is the second step. You need to establish a good relation and foster trust with the influencer through online and offline communication. The third step is marketing your business through influencers by increasing the brand awareness among targeted customers. Last but not the least, track the key metrics related to the influencer marketing strategies. But always keep in mind that influencer marketing is a slow and continual process as it requires building strong and sincere relationships with the influencers for long term. If you got it right, then these relationships can provide great returns that yield your brand’s big success.