The root of influencer marketing
Influencer Marketing has always been around, but it’s gone by many different names: spokesperson, testimonial, celebrity, and the “manager’s pick” on the video store shelf. Opinions from those who are in the know are trusted by many. Influencers who have built large, dedicated-followings give product recommendations that people actually listen to. When it comes down to it, the root of influencer marketing is trust in an educated suggestion from someone who knows what they’re talking about. That’s why influencer marketing works for social media strategies—people follow accounts they trust for content that appeals to them.
Audience — someone in there holds the power
Influencer marketing has become an enticing, fast, and efficient way to amplify a brand. On the other side of every screen is a decision maker: someone in the audience who can choose to give your product or service a try. The beauty of influencer posts is much more than just splashy imagery featuring fun products. Marketing-wise, many industries can benefit from influencer partnerships.
The benefits of influencer marketing are unlimited
The usual suspects
Influencers are probably most prevalent in consumer-packaged goods industries. You may picture an influencer with makeup, clothes, headphones, and athletic gear. A brand will send the influencers free products along with the influencer’s fee, and the influencer will post content including the actual product. They’ll give insight into the product, its efficacy, ease of use, value, and so on—but this strategy is not limited to physical items. Programs like the Amazon Influencer Program also play a significant role in connecting influencers with brands to promote a wide range of products.
Financial products and services
Since financial services benefit a vast majority of people, financial brands have the option of utilizing two drastically different types of influencers to communicate to an audience:
1. An expert in the world of finance who gives tips on investing and managing money
2. Someone who is anything but an expert—which allows them to showcase how easy a financial product is for everyone to use (for example, an app)
It makes sense for a financial brand to use a mix of these types of influencers when they are targeting a broad range of customers.
Tech
When we mention tech and influencers, you probably picture Microsoft and Apple. These two corporations have always had massive influencer and celebrity partnerships. However, smaller tech companies and app developers definitely have an opportunity to leverage influencer marketing as well! Since influencers typically develop an audience using niche-focused content, tech companies focusing on solving a unique problem have a great opportunity to find the perfect influencer partners.
Insurance
Similarly to financial brands, insurance companies have an opportunity to appeal to a vast majority of people. An insurance company’s ideal influencer is incredibly relatable with a following that fits the target demographic. Whether they’re an expert offering advice on the best insurance or a non-expert with a great experience to share, trust is the common denominator.
Automotive and recreational vehicles
Sourcing talent looks different when you produce a large product like a vehicle. Many times, you’ll want to partner with someone who already owns a current version of your product. You may also find an influencer so aligned with your brand’s archetype that having your product is the last piece of the puzzle for them. You can get tremendous value from providing a micro or macro-influencer with a product trade for posting content (provided they have an audience that reflects their interests and affinities).
B2B can benefit from influencer marketing
It may seem like influencer marketing is only for direct-to-consumer brands, but it can be beneficial for B2B companies as well. Major decision makers at companies are listening to influencers every day! They’re often online absorbing information just like consumers. Influencers who are well-connected in their field can grab the attention of decision makers in your industry.
We recommend an elevated approach to influencer marketing for managers looking to make waves in the B2B world: have influencers author blog content or film a YouTube video to bolster your company’s reputation, and consider activating an influencer partnership that goes beyond the typical one-off social post. Content marketing partnerships will bring extra attention and authenticity to your effort.
Plus, this will be an opportunity for potential partners to see the product in action and for existing partners to see the customer experience.
Ready to get started? So are we! If you’re considering influencer marketing, we can evaluate your brand, help match you with the right influencers, and even guide you toward a strategy that will fit your needs. Let’s connect!
