Influencer Marketing according to Lee Odden, whom we agree with, is the practice of engaging internal and external industry experts with active networks to help achieve measurable business goals.
It involves a broader idea of what an influencer means, it is not just famous people. Nor is it people with huge numbers of following. We are talking people that are credible to your topic/subject/brand.
The idea of Influencer marketing is hinged on the fact that 80% of consumers trust peer recommendations way above Ads. So, the effectiveness of influencer marketing is centered on the credibility of the influencer(s) and the trustworthiness attached to them, which will then bring about a change or an action taken by the target audience.
Often people juxtapose influence and reach, therefore muddling up their expectations. There’s a difference between influence and reach. Influence means you have been able to educate and inform. It means having the capacity to educate and persuade people to actually take action. Reach is not your only goal in Influencer Marketing, if not you’d end up spending a lot of time, energy or money with no effective actions/leads coming out of your efforts.
In a Uberflip Webinar, Lee Oden emphasized the fact that Influencer Marketing has become the fastest growing acquisition tactic, with quality customers acquired in the most cost-effective manner.
So, how do you choose Influencers?
The first thing to note is that every famous/popular person shouldn’t be your influencer. There is competition for their attention, which means your content and message may be lost. Also, because not every famous person is suited for your messaging. It is very important that you look at this as a recipe, a cumulative/sum of efforts coming together to create a wholesome campaign.
Usually, there is a large pool of people that can serve as Influencers. Almost everyone is influential about something, you just have to identify who is best suited for your cause/campaign. Identify who’s got authority around those topics; who’s the industry famous person or thought leaders. Your company’s executives, and a handful of expert employees; that person/client who is crazy about your product or brand; that customer who loves the subject matter. All of these is essential because actions often come out of these kinds of influences.
You can also co-create content with potential clients/companies. So, you flip the case by opening up a flow of communication with the company which makes it easier for you to make clients and advocates out of them.