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Published On: August 13, 2018
Author: Kenneth Pendleton

Social Media Influencers

Social media influencers carry a great deal of credibility. When you include them in your marketing strategy, they become your best brand ambassadors.

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Word-of-mouth (WOM) advertising is one of the most enduring and effective marketing tools available. According to a 2014 study, 64% of marketing professionals agreed that word-of-mouth marketing is more effective than traditional marketing methods. But with the prevalence of social media, a revamped version of WOM has surfaced—influencer marketing. With influencer marketing, brands partner with leading social media influencers to generate a greater following.

Social media influencers carry a great deal of credibility. When you include them in your marketing strategy, they become your best brand ambassadors. Having an influencer in your corner will make it easier to widen your target audience, and recommendations from these people will help you boost your brand. In this article, we’ll explore why it’s important to include social media influencers in your marketing efforts.

Image credit: SeroVital Hair Regeneres


Influencers are Trustworthy

With consistency over time, social media influencers build a rapport with their online audiences. Influencers are authentic, and relationships are built on a belief in what that person has to say—whether it’s negative or positive. In some cases, an influencer’s recommendation may be enough to encourage a viewer or reader to act. As a digital marketer, you can leverage that trust to drive sales for your company.

Influencers Grab and Hold Your Audience’s Attention

If you’re looking to expand your target market, look no further than social media influencers. One of the best things about online tastemakers is that they cater to specific groups, such as parents, techies, or sports enthusiasts. Staying visible to these niches is a compelling reason to get into the field of influencer marketing.

When an influencer connects you to your target market, they can deliver important messages on your behalf. Influencers shape perceptions, build images and drive consumers’ behavior. By harnessing the power of social media influencers, you can save time and money on audience targeting and testing.

They’re More Approachable Than Other Celebrities

A recent study found that almost 70 percent of millennials preferred endorsements by non-celebrities, especially those that they considered peers. The study went on to say that nearly 60 percent of respondents consulted social media or a blog on a mobile device while they were shopping.

Social media has created new paths to popularity for younger people. Influencers are more popular than TV personalities and mainstream celebrities, especially among millennials.

Consumers are Skeptical of Paid Ads

Whether we’re discussing digital or traditional media, people always view paid ads with a healthy dose of skepticism. Today’s consumers aren’t looking for advertisements—they’re seeking conversations, and they’re tired of ads tracking them online and slowing down their browsing experiences.

Here’s where influencers come in. They have a reputation to uphold, so they only promote the products they use and believe in. When companies promote products through paid ads, the marketing message is considered biased. However, Influencers are authentic and, unlike paid ads, they can connect with your customer base, earning trust and credibility.

Social Media Influencers Meet Your Need for Content

Today’s digital landscape is ever-changing, and it demands the most up-to-date and exciting features. Influencers can help you bridge the content gaps that may come when you’re promoting your products from your perspective alone. The fountain of creativity may run dry rather quickly, or you might want to put a different spin on your social media and website content.

With the help of a social media influencer, sales pitches are created for you. Your content, along with that of the influencer, creates varied tone and style in visuals, headlines, and calls to action. In the end, the message is still the same: your brand is the best in the field.

The Marketing is Highly Trackable

For many years, accurate measurement of a conventional PR campaign’s effect was a daunting task. But with the prevalence of influencer marketing, it has become much easier. A major benefit of influencer marketing is the ability to accurately measure a campaign’s performance.  To do this, you can use a range of metrics such as brand mentions, click-throughs, social media likes, revenue, and referral traffic, among others.

Increasing Brand Awareness

If you’re still relying on traditional marketing techniques, social media influencers can augment them by opening up the digital world. For instance, sponsoring an influencer’s work will bring additional attention to your brand. This generates traffic and drives new leads into the sales funnel.

Dedicated fans associate brands with influencers, which is why the chosen influencer should embody your brand’s unique characteristics. Conversely, you can look up important individuals who have used similar services and products in the past and determine the potential for a collaboration. No matter how you find the right influencer, these strategies will bring you to an untapped part of the market—expanding your brand’s growth potential and reach.

Influencers Add Value to Content

It’s easy for an influencer to keep his or her audience. Influencers are authentic, and they provide content that their audiences love. They deliver more than simple product knowledge— they show people how to solve problems. They inspire, educate, and have a mission to fulfill.

In doing so, they find people on the same mission, and they meet their needs. When coming from such a purposeful space, they always come up with creative, fresh content. With shared interests that go beyond the brand and its benefits, the influencer’s network is strengthened, and so is your brand.

They Become Partners

Reaching out to a social media influencer is like adding a character to the story of your brand. In doing so, be sure that your content syncs with the influencer’s aspirations and voice. When the influencer sees that your content aligns with their purpose and can expand their presence, they’re more likely to share it and lend their voice to your service, product, or brand.

FDG - Social Media Influencers

The Takeaway

Today’s marketing world is competitive, and everyone is struggling to make their presence known. Social media influencers can help you get your message across to a much wider audience. From generating a target market to increasing your company’s credibility, the benefits of influencer marketing are too numerous to be ignored.

Looking for more ways to reach your audience? Contact Future Design Group for more information on developing a stand-out marketing plan for your business.

If you are interested in learning more about how this topic can help your business, please contact our agency on our contact page or call us at 1-888-964-4991. We publish a new article once or twice per month so make sure to follow us on social media and allow for push notifications if you want to stay in the loop with our agency and digital marketing.

Posted In: Digital Marketing, Marketing, Social Media, Social Media Influencers, Trends