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“When it comes to consumer spending, online content and social conversations have a huge impact on how and what people choose to buy. Whether you sell fitness and health products, tour packages, or home services, a single positive recommendation from a trusted source can work wonders for your business,” – ConvinceandConvert.com
Brands and businesses must successfully invent new means and novel methods of marketing their brands and products to modern customers. This assumes more importance because the digital customers of the present day tend to be savvy individuals that may not invest much faith in traditional marketing tactics and legacy marketing mechanisms. Therefore, finding and using influencers has emerged as a prime objective for modern business enterprises because influencers can command mass followings and sway customer preferences in favour of a brand or a product. Brand influencers can also raise the profile of a brand through on-ongoing customer conversations. In light of the above, we may state that finding and using influencers represents critical business objectives for a brand or a business.
Third party recommendations form the crux of influencer-based marketing strategies. We note that such recommendations have assumed importance in a world that is pervaded by powerful digital media, such as the global Internet and social media platforms. Hence, every brand or business should actively work on projects that hinge on finding and using influencers to benefit business prospects. Mega-influencers carry the potential to ignite discussions on social media and online platforms. These conversations can be critical for the success of a brand because the said influencers can discuss a brand or a product from their unique point of view, thereby directing the thoughts of millions of followers to a certain brand or a business.
Commercial enterprises need to bear in mind the fact that influencer marketing costs a fraction of the budgets imposed by traditional marketing techniques. However, the business gains and returns on influencer marketing can be outsize when we consider the incremental volumes of business that follow successful influencer endorsements. We must note that businesses can find mega-influencers and influencers in online domains; such individuals can be spotted by the sheer energy and dedication they bring to the conversation. In addition, influencers wield significant reach and the influence over online audiences and this must be leveraged by commercial enterprises. These monitoring actions can help businesses in their mission of finding and using influencers.
Brands and businesses must ensure that a contextual fit is of paramount importance between an influencer and a commercial product or service. For instance, an organic foods manufacturer should ideally target passionate online advocates of healthy lifestyles that promote food materials devoid of chemicals and manmade agricultural inputs. Similarly, a business that sells environment-friendly building materials can target architects and home builders that offer an innovative approach to modern construction. Both these cases can be viewed as successful instances of finding and using influencers as part of a concerted marketing strategy centred on leveraging third party marketing strategies.
The online fans of a business enterprise represent rich hunting grounds for finding and using influencers. A brand can easily monitor the various strands of social and online conversations that discuss and assess its products. The fans and brand aficionados that represent the maximum energy and positive actions may be identified as future influencers of a brand or a product. We must note that this strategy of finding and using influencers bears considerable promise because brands are already familiar with their online followers. The marketing technique should ideally hinge on creating an uptick in conversations between the brand and its chosen influencers. These actions can have the salutary effect of raising the profile of a brand, while igniting intense interest in its various aspects.
Additional means of finding and using influencers can be found in the perusal of the followings that are attached to a brand’s online fans. This means that the brand or enterprise needs to examine closely the numbers of followers enjoyed by a potential influencer. Larger numbers indicate that an influencer wields sizeable online influence and this should be a prime consideration in the subsequent actions of the brand or business. Similarly, the number of conversations between a potential influencer and his or her online following attests to the energy levels that a brand influencer is capable of deploying. These factors are critical in determining the marketing strategies that hinge on finding and using influencers. For instance, a restaurant may choose a number of online influencers to promote its business. In return, the business establishment offers free meals and beverages to these influencers. This represents an equitable transaction, in addition to providing a shot in the arm for the business establishment.
Videos made for consumption on social media should attract serious traffic and this fact should be considered in the selection of brand influencers. We must note that a fan video (or animation) that has been posted online indicates serious interest on the part of the video maker. The video or the animation should also signal the fact that a future influencer carries a lot of followers that can represent potential customers for a business enterprise. Therefore, brands and businesses should be advised to enrol video creators in an effort to boost influencer marketing. The competitive commercial organization can also choose to offer select influencers the use of video creation and editing software and hardware modules. These actions should be viewed as part of business investments designed to boost commercial outcomes.
As mentioned earlier, context should be a critical consideration when a brand or a business is working on finding and using influencers. An influencer and a brand should share the correct context because this alone can guarantee successful business outcomes. For instance, a commercial airline services operator should avoid brand influencers that promote fast moving consumer goods. Obviously, the category of the service and the influencer’s domain are completely at odds. However, the said airline should work to find aerial photographers of repute that can post original images of commercial airliners on social media platforms. This pairing carries much significance from the commercial point of view and therefore, the said airline can benefit greatly from the work of the aerial photographer. This illustration clearly outlines the correct techniques of finding and using influencers.
Business enterprises can use key-word searches to find online influencers. For instance, a food service provider can use online search engines to survey food bloggers in a certain geographical area with a view to engage their services. This approach represents an efficient strategy to set up business partnerships using influencer services. In a similar vein, we may state that hashtags can be deeply analysed and the users of appropriate hashtags can be brought on board as brand influencers. In light of these facts, we must note that brands and businesses should use multiple techniques to narrow the range of influencers to those that promise the most effective influencer marketing.
In the preceding paragraphs, we have examined some of the techniques that can help brands and businesses to find the most effective online influencers. Modern marketing techniques have evolved with time to keep pace with the evolution of customer choice. Therefore, brands and businesses must engage their critical faculties and survey the market in search of the most effective marketing solutions. Influencer marketing has clearly emerged as one of the leaders in marketing techniques and therefore, commercial enterprises must work to fully leverage the scope of such marketing paradigms.
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