eMarketer stated once that around 85% of Internet marketers and communications professionals would launch at least one marketing campaign involving Influencers, in the span of one year.
So what is or who is an Influencer? One who influences? One who sets a record? Or one who affects the thought process of his/her niche community? Well, whatever you call them, trend-setters, pathfinders, thought leaders, marketing influencers are that genre of the powerful audience who have, with years of expertise in their fields, gained the trust of other consumers. So much so, that influencers can make them buy or reject a product.
Influencers are those subject matter experts who know things beforehand. They sense a trend long before any other can think of it. Be it a new digital marketing trend about to emerge, or some latest innovation in the field of technology, or anything that sort.
Speaking of influencers, we gradually come to the term, ‘Influencer Marketing.’ And I guess by now, you’ve heard enough of it. Speaking of the actual meaning of the term ‘Influencer Marketing,’ we can say –
- It is a way of spreading your message via the influencers.
- Promoting your brand value through influencers of the respective field.
- Marketing approach that is concentrated to a specific niche or genre.
- Involving the influencers directly into your marketing efforts owing to their vast social network.
Well, if you take a sneak peek into Google’s search results for influencer marketing, it’s risen more than 90 times since 2013 (Adweek). Digital media professionals have well-adapted influencer marketing, and aspiring professionals are doing their extensive search for it in Google. Investments are being made into Influencer marketing because it has the potential of substantial returns.
It is among the top trends of 2017 that you must pay heed to. Whether you are in B2B or B2C industry, be aware of the Influencer Marketing Trends in influencer marketing in 2017, and better get moving if you want to keep up.
1. Involve the Influencers in your Brand
Influencers are now actively participating in live video streaming on sites like Facebook, Snapchat, Instagram and so on, for their own journalism efforts. Live videos are totally in trend and people all over the globe are just loving them. And if you succeed in coxing influencers to produce a live content talking about your brand, that can help you a long way.
Make the influencers participate in your brand with zeal; if you already have a cordial relation with any influencer, you may get a live content that says about any topic that is directly related and relevant to your brand. Some cool ideas to make them participate in your brand are, events, virtual website tour, photo shoots, conferences, and so on.
2. It’s all about Relationships
One has rightly said, it’s all about relationships. Be it personal, or professional, the intensity of any relationship makes a process go further. These days brands are leaving no stones unturned to build a strong liaison with their existing clients, revive relation with the existing ones, or take new approaches to develop connections with prospects.
Likewise, they must also understand how important it is to build a steady relationship with these influencers. If you want an influencer to endorse your brand, you must give him an impression that you know everything about him/her. This will motivate them to take action for your brand and endorse it to their acquaintances. It is a time taking process though, and don’t expect result overnight. Be diligent and start making good a relationship with the influencers in your niche.
3. Influencer Marketing has major Impact on Brands
The trend is pointed towards leveraging the power of influencers. Several marketers are of the same opinion that influencers do make a difference for a business. Their influence can indeed make a business successful and thriving, while their absence can obscure a brand or a business. In other way, influencers can either make or break your brand.
And in 2017, this is the trend that is high in the air. Focusing your marketing efforts towards the influencers is what should be your motto now.
4. Influencers – Your Partners, not Vendors
Once an influencer work for your brand, with time they get engaged with your brand so much so that it goes beyond business. When they talk about your brand to their larger community, they become increasingly invested into your brand and business. And this results into the influencers going beyond what was the scope and the purpose you hired them to. They go that extra mile to create contents for free, without expecting anything in return.
Treat your influencers like your partners, not just your vendors. Take the relation beyond business and add a homey touch to it. Trust me, you will be able to make the most out of them. Influencer marketing has many aspects. This is one of them.
5. The Power of Influencers
When an influencer shares content about your brand in his/her native streams, it brings positive impact to your brand. If you hand over your Instagram account to an influencer for one day, you will get to see how it is a great tool to increase your fan following. Such is the power of influencers! Your choice must be a highly reliable influencer who has your immense trust. Because their reputation will get aligned to your brand.
And just because the online reputation of the influencers and your brand image cross their path, you must be highly alert about the steps were taken. Because if one goes down, the other will too. Despite the slight risk factor, influencer marketing is high on demand by most Internet marketers. And this is because the large niche community the influencers possess.
6. Trend of the Year – Influencer Marketing
Influencer marketing is in great trend and just at the right time when you should adapt the movement. It proves to be an efficient solution for both B2B and B2B industries to maintain their consumer base steadily.
How effective is influencer marketing? Well, the facts of influencer marketing growth below may astonish you.
- 49% of people say they rely on recommendations from influencers when making purchasing decisions.
- Influencer marketing content delivers 11X higher ROI than traditional digital marketing.
- 73% of Millennials take it as a responsibility to guide friends, peers, and family toward smart purchase decisions.
- 70% of influencers feel influencer marketing platforms are the best ways to collaborate with brands.
- Twitter users report a 5.2X increase in the intent to purchase when exposed to influencer sponsored content.
- 40% of people say they have made an online purchase after seeing an item endorsed by an influencer on Instagram, Twitter, Vine, or YouTube.
7. Set Metrics, Goals and Benchmarks
Anything you do, any marketing approach or campaign you undertake, you must ensure about the ROI that is yielded by that campaign. Because for any business to succeed, possessing metrics and evaluating them is the first step towards the success game. Whether you are into brand awareness, or engaging your prospects, or set some benchmark for your marketing strategy, you must be assertive of the metrics evaluated.
Same goes when you deploy an influencer for your cause. Be it your public relations program, social media marketing, or digital marketing, in each of the avenues set metrics and goals to execute them. With the correct strategy, robust approach, and the right influencers beside you, your brand visibility is sure to expand.
So you see, 2017 is the best time to dip your toes into Influencer Marketing and stay ahead of the competition. Why competition, because most of your business peers have already started adapting this novel form of marketing, and have got solid results. So avail the trend when it’s hot, and don’t delay further.
If you want to know more about influencer marketing effectiveness, feel free to reach out.