by Google
Influencer marketing is not just for international brands with big marketing budgets. Working with influencers is also accessible to small and medium-sized businesses. To achieve the best results, it is important to choosing the right influencer, who can significantly help you build awareness and trust with customers. But before you start investing in influencer marketing, you need to find out if this marketing approach is right for your brand. We have created an article for you that will help you find out if working with public figures will help your business grow.
YOU ARE DOING BUSINESS IN A CROWDED INDUSTRY WITH HIGH COMPETITION
It is increasingly difficult to break through in the market these days. Competition is relentless and constantly growing. In the fight against competition, businesses often use a strategy of price reduction, but this is not sustainable in the long term. More important and effective than constantly reducing prices is creating a “love brand” from your business that people will love. Since you operate in a market where the differences between your product and the competition are minimal, you need to differentiate yourself, you need to arouse emotion and create a relationship with customers. Studies show that advertising campaigns with emotional content work twice as well as campaigns with intellectual content, and cooperation with an influencer is one way to create emotional content that resonates with your target group. If you offer a service or product that has high competition in the market, then it's time to try influencer marketing.
YOU NEED TO EARN CUSTOMER TRUST
Let’s say you’re a startup brand that has little or no reviews to help potential customers decide whether to buy from you. Wondering how to convince them? For over 88% of online shoppers, reviews play a key role in their purchasing decisions. For a startup brand, it’s important to gain customers and positive reviews, especially when it comes to online sales. Influencers, as a trusted source of information, will bring your brand reviews that reach a wide audience and give your business the necessary credibility. Current studiesshow that up to 49% of consumers rely on influencer recommendations when making purchases.
THERE ARE SUITABLE INFLUENCERS FOR YOUR BUSINESS
If your target group is all people, you are doing something wrong. Marketing is not about reaching all people, but about reaching those who can become your customers. The same works with influencers. Define your target group of people who you can turn into regular customers. Let's show you an example. Let's say you are interested in promoting tourist equipment through influencer marketing. Who will you start working with? Will it be a beauty influencer, a food influencer or a travel influencer? We believe you would choose a traveler. A travel influencer is the right choice in this case because their audience overlaps with your target group, which makes them potential customers. Don’t work with just any influencer, find the right one. On the other hand, if your product or service is very specific and you haven’t found an influencer whose audience meets your target group criteria, there are probably other, more suitable marketing approaches for your business.
YOU ARE ACTIVE ON SOCIAL MEDIA
Social media is key in influencer marketing. In other words, if you want to expand the reach of your content and get more customers, you need to be present and preferably active on social media. You don’t need to spend hours on Facebook or Instagram. Instead, create a content strategy for social networks and automate content publishing through tools such as Later, Hootsuite, or Kontentino. Activity on social networks can give you a competitive advantage. You can share information about your brand, product, service, or satisfied customers, thus building the credibility of your company. Many brands have created a separate strategy and budget for communication on social networks as a full-fledged marketing approach.
BENEFITS OF INFLUENCER MARKETING
Let's summarize. You should start with influencer marketing when:
- you want to stand out from the crowd.
- you operate in a highly competitive industry.
- your product is not radically different from the competition.
- you are interested in creating relationships with customers.
- you need to build brand awareness.
- you want to be and act as a trustworthy brand.
And if you decide to cooperate with influencers, these are the benefits that cooperation will bring you:
1. Credibility
2. Increased brand awareness
3. Customer base growth
4. Increased sales and business growth
5. Increased visibility in the online space
6. Emotional connection with the influencer's audience
As with all marketing strategies in online marketing, when working with influencers, remember that the strategy needs to be tested, fine-tuned, refined and repeated for its best results. While influencer marketing may not work for your direct competition, it can still work perfectly for your specific business. The important thing is to set it up correctly. Now that you know the reasons to start and the benefits of this marketing approach, it's time to try it out.
At Vidad, we have been involved in influencer marketing for several years and thanks to our rich experience and personal approach to influencers, we can advise you if necessary. Therefore, if our article appealed to you and you would like to test influencer marketing, do not hesitate to contact us and we will be happy to advise you.
