Word of mouth has always been a go-to resource for marketers in every industry. In today’s digital world, the concept of word of mouth has evolved into a formidable online marketing force: social media influencers. In a short amount of time, social media influencers have created a firm foothold in our collective purchasing consciousness; Bloggers, Facebook personalities, YouTube sensations and the like have all proven that even a single recommendation or endorsement from them can create waves amongst the consuming masses. In fact, recent reports from Search Engine Land indicate that 88% of consumers trust online reviews just as much as personal recommendations.
If you’re not getting your brand in front of industry-relevant influencers, you may be missing out on invaluable marketing momentum. Social media influencers offer your brand several key advantages, such as:
Granting Access To A Wider Audience
It probably goes without saying (but we’ll say it anyway): social media influencers generally have a large social media following. Some specialize on one platform while others have extensive networks across all the biggest forums (Twitter, Facebook, and YouTube). Having an influencer discuss your brand instantly plants your business firmly on the radars of her entire following.
Building Your Street Cred (And Brand Loyalty)
As we’ve already indicated, people trust the people they follow online. When an influencer uses his clout to endorse your product, he instantly boasts your own credibility amongst followers. Beyond earning your street cred within the influencer’s network, every time your brand is retweeted, reposted, and shared, you have an opportunity to build brand loyalty amongst consumers.
Making Your Brand More Relatable
Many business owners assume that only world-famous social media influencers (Kardashians, anyone?) can make an impact on their own business marketing efforts. Not true. Online marketing statistics reveal that only 3% of consumers let celebrity endorsements influence their purchasing decisions. However, the same report demonstrates that a whopping 30% of consumers are more likely to make a purchase based on an endorsement by a non-celebrity blogger. Having non-celebrity recommendations often make your brand more approachable to your demographic and can yield better results than working with famous personalities.
More specifically, relevant leads. Influencers often have established themselves as an expert in a specific niche. The people following them do so because they are interested in their established field of expertise. As a result, when members of their social network contact you, they already know what you offer and why they need it. In short, your influencer does the initial legwork to compel relevant leads to move forward into your sales cycle for the ultimate marketing win.
Have you had success leveraging the power of social media influencers in your marketing campaigns? Let us know about your experience in the comments below.