Why promote your own brand when you can get others to do it for you?
That’s the idea behind influencer marketing.
You get other people to extol the virtues of your product or services on their blogs, social media accounts, and other sites. The bigger their network, the more reach you get for your brand.
If that weren’t enough, you should consider these other benefits of influencer marketing:
It Is Effective
Influencer marketing does more than creating brand awareness — it actually increases your sales and brings you better customers.
Several studies have shown that influencer marketing brings in more sales than many other types of marketing, and the customers that it brings you are more likely to remain with your company after that first purchase.
It Has a Big ROI
Most of the time, influencer marketing is free. You build relationships with influencers, and they spread the word about your product because they really love it or believe in it.
However, even when you pay for influence, such as in the form of a review, you can still get a huge ROI. Some studies show that for every $1 spent on influencer marketing, brands can expect to get back $6.50.
If you can be an early adopter of a platform — such as Snapchat or Periscope now — you can get an even bigger ROI. Since you’ll be among the few people using the platforms to gain influence, you’ll get much bigger results for your efforts.
It Solves the AdBlocker Problem
People don’t want to see ads. In fact, they are so sick of seeing ads that they are installing programs that help block the ads entirely.
Instead of paying for ads and annoying your customers, you can build relationships with influencers to spread the word about your brand. Not only will these posts slip right past the ad blockers, but your customers will be much more willing to listen since the content will seem organic and authentic.
It Improves SEO
Any chatter around your brand and links to your site are only going to improve your site’s ranking in search.
In addition, the mentions and links you get from influencers will send more people to your site, which will also increase your search ranking. You’ll have more visitors and a lower bounce rate, which will both improve your site’s health.
With increased site health, you won’t have to spend as much on future PPC campaigns, nor will you have to go to such herculean efforts on your organic SEO strategy. You’ll get the results you need much more easily.
Easy Ways to Gain Influencers
Everyone wants influencers, and it can be difficult to even get someone to answer your tweet, let alone will promote your brand. So what do you do?
You have to focus on building relationships outside of any gain to you — at first. Just strike up conversations with influencers through their blogs and social media accounts. Make sure you are offering value to them and their readers so that they will actually respond to you. That means having a unique perspective, providing information that solves a problem, or saying something funny or inspirational.
Promote their content and their brand to your own networks, and tag them so they know about it. They’ll see that you are helping them, and they’ll be more inclined to want to help you in return.
Over time, you can start sending them links to content or products that you feel would be of value to their customers. You have to give them a reason to want to share, and offering them something of value would do it. For example, you might reach out to a fitness blogger and share your special product that aids recovery after an intense workout. That’s an item that their readers would want to know about, so you are helping them by sharing it.
The direct approach also works. You can send outreach letters or messages that ask influencers if they want to build a partnership with you. Send a media kit about your business, and ask if they would like to talk more. Save the details for working out a partnership arrangement for when you begin an ongoing email correspondence.
You can also send a free product or a discount code for the influencer to try out what you offer for themselves. They can see the quality of your product or service, which will convince them that you are worth working with and that their customers will like what you offer.
Attracting influencers may take a little time, but once you have them, they will be worth their weight in gold to your brand. Start building relationships with influencers now so you can reap the benefits of this effective marketing for your brand this year.