Brand recognition in this day and age doesn’t necessarily equate to brand loyalty. Think of it this way: Bitcoin has gotten amajor amount of press in the past few weeks alone, yet a lot of people are still on the fence about using that type of currency in lieu of the traditional dollar.
Today, gaining square footage alone is not a requirement for a small-to-medium-sized business’ social success. Rather, the more effective alternative is the influencer marketing approach
, or being in the right moment
, with the right message
, for the right opportunity
. Here’s why:
1. Gives you a higher, more contextualized success.
Influencer marketing takes on the idea of contextualized influence, that someone might be a top influencer in one field, but might not engender the same engagement in another. By using this approach, you create campaigns that resonate to the right consumer-base of listeners in every possible scenario.
2. Opens up real-time marketing possibilities.
Without identifying and targeting influencers, you’ll find it challenging to deliver engaging content that resonates
with the best audience for your message—especially with the pressure of doing it in real-time. Because influencers are more likely to have their fingers on the pulse of real-time trends, following and targeting these individuals allows you to take advantage of “there one minute, gone the next” conversations.
3. Spreads your message faster through “zones” of influence.
Put simply, using the influencer marketing approach helps advance virtual word of mouth; i.e. retweets, shares, likes, and more. When you target influencers, they’re not just more likely to talk about your brand, but to do it within the right social communities and with the strongest impact.
4. They’re likely leaders of industry.
Similar to point #3, influencers are often leaders in their own right or industry
. They can includes bloggers, journalists, C-level executives, or even just people who are experts in a field of thought. When you start marketing to these people, you’re at a better vantage point for publicity and thought-leadership.
5. It’s a simpler way to optimize efforts.
Think about how much time, resources, and energy it takes to focus on creating—and even harder, maintaining—a positive social presence. Trying to go for the square-foot approach alone only makes that harder, as you’d need a team dedicated to social engagement alone. But with the right insight for influencer marketing, you leverage a more focused marketing approach with people who are more inclined to become brand loyalists—resulting in a better outcome with less of the legwork.
6. Point blank: It’s a better way to inspire decision-making.
What we’re saying is this: influencer marketing IS a way to build social media presence and gain virtual square footage—just done more intelligently, efficiently, and effectively. If you’re targeting the right people, then through their social media content alone, they have the power to sway decision-making for other readers, followers, and potential consumers.
Today, influencers stimulate brand engagement in ways that traditional advertising just can’t keep up with, which is why we’ve seen a rise in social media marketing. At the end of it all, this means optimized processes and higher profitability for your company through a master social strategy—and for small and growing businesses, that’s nothing to sneeze at.
To learn more trends and insights about Inflluencer Marketing, follow us on Twitter at the handle @Zoomph .