While celebrities have always been viewed as influencers, savvy businesses are now making room for a more organic endorsement model. The idea is to adopt a broader definition of what makes someone influential for your brand: a defined voice in your niche, a strong online following, an engaged and ready-to-act set of followers, success working with like-minded businesses, and a proven track record of solid ROI.
Independent website publishers are open and real with their readers, which drives their credibility. Their readers value their opinion in that specific niche and look to them for new trends and ideas. Overall, customers trust them more than almost anyone else when it comes to making purchasing decisions. And while it’s hotly debated whether these new “influencers” are the real deal or just a walking #sponsored #ad, here’s what I think. Influencers have established their credibility and trust because they only endorse what and who they really believe in. Even if you know they are being compensated to “promote” a product, it’s done on their terms, in a way that resonates with them, and ONLY if they believe in the brand and are confidently able to recommend it in the first place. Oftentimes, I find myself scouring my go-to blogger sites for their take on the best leather jacket, or that perfectly cropped skinny jean, or that delicate timepiece. I know they are often being paid by the brand – or through an affiliate program – to market these products, but so what? I trust their recommendations. With style bloggers in particular, they tend to be walking billboards; so, if I like their personal style, I know I can trust their recommendations too. And when it comes to marketing bloggers, I often look to them for what products and solutions I can use to streamline my SEO and content marketing processes. I’m always looking for ways to simplify the timely tasks that need to be done but shouldn’t take up the bulk of my time. Social media scheduling and management, content curation, contact and outreach management, all that good stuff…
