Even before digital marketing swept the world, the opinions of customers have served as powerful marketing tools. If there is one change that the implementation of social media platforms has instituted, it is the expanded reach of the customer’s voice. Today, more than ever before, the success of marketing campaigns often relies on a concept known as influencer marketing. According to Forbes, influencer marketing can be defined as a type of marketing that works toward identifying and targeting persons who hold influence over prospective buyers. Spokespeople and celebrities were often tapped in the past for such roles. An important influencer today could just as easily be an everyday consumer. The most discernable difference setting influencers apart from other consumers is often the size of their social media following. However, holding marketing influence is not only about having a large following. Influential marketers also typically have a vast amount of knowledge regarding a specific topic. As a result, influencer marketers are often relied upon by other consumers for their credibility and expertise.
Marketing Profs points out that in light of the increasing barrage of marketing messages received today, consumers have become more and more cynical regarding the brands they choose to trust. In order to tap into the power of influencers, you must first learn how to identify them. Marketing Profs further reports that approximately 60 percent of marketers believe that the biggest challenge of influencer marketing is identifying the people who can boost their campaign or brand.
Influencers are often bloggers, consultants, journalists, and influential customers. The ways in which an influencer can assist your marketing efforts vary, ranging from creating blogs or articles specifically about your company or products to allowing you to submit content on their website. Influencers may also offers to share information about your company or products on their favored social network.
