Influence Marketing, What Is It?

When it comes to marketing, each business has its own approach and its own goals. They come up with a strategic marketing plan to reach you, their target audience. Within this marketing plan, they may use a combination of strategies to help obtain their goal. With the ever changing marketing world and the influence of social media, influence marketing is something at the core of promotional campaigns.

Influence Marketing is at its simplest form, using a trusted person to promote a product or service. This is something that has been done for a long time now but with social media and blogging, the way this form of marketing is done is now changing. If you think back, you can probably remember some product that was endorsed by someone you trusted and someone who influenced you. Maybe you were a basketball fan and Michael Jordan was your hero. His influence on you, made you want to go out and purchase his shoes and clothing. This is the old school way of influence marketing.

Today, this marketing strategy is more direct and personal then it use to be. With so much information and content available at everyone’s finger tips, companies are having to find new ways to connect with you, the consumer directly. This is where influence marketing comes in to play. Instead of a company putting out a mass campaign to reach as many as possible, they find key people in the industry to use as marketing tools. They then build a campaign based around this person and use there influence on their customer base to promote a product to you.

The reason this is becoming so popular is because it allows businesses to connect directly with there consumers. Think of it this way. Let’s say you see an advertisement for a brand new treadmill. It tells you about all the bells & whistles but it just doesn’t connect with you. Now lets say you see a video of a health blogger you follow and trust who is using that same treadmill. They tell you the same bells & whistles as the other advertisement. This one connects with you more though because you have a relationship essentially with this influential person whose opinion and judgment you trust.

What are the Key Components of Influencer Marketing?

Since influencer marketing can be used a strategy all its own, you’ll need a few unique components to build an influencer campaign. Here are a couple steps to help build your own campaign:
1. Identify key brand or product influencers in your market.
2. Create a marketing campaign directed at those influencers.
3. Create a secondary marketing campaign for the influencers to drive greater awareness to a larger set of target consumers.
4. Track key metrics relating to reach, sales and brand awareness.


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