In my line of work I frequently get asked “is influencer marketing something I should consider?”
Well I ask you this…
- Are you looking to grow your brand’s name online and build your social following?
- Do you want to find new ways to create content?
- Do you want help amplifying the content you have created?
If you said yes to any of the questions above, then influencer marketing is something that I strongly encourage you to think about, and here’s why…
In order to grow your following you need people to talk about you. I get asked all of the time, “how to I grow my following on my Instagram?” Well it’s simple, you need people to talk about you. I look to brands like Benefit Cosmetics, Ipsy and Living Proof who have built out influencer networks – networks with hundreds of influencers and micro-influencers who serve as loyal brand ambassadors for their business. They send these influencers product on a monthly basis and in return these influencers tell this brand’s story to their highly active (and engaged) followers. Over time, their community will pick up on the fact that this brand must mean something to them, and they will eventually follow the brand. I use the analogy of beating a hammer over and over again, while the sound may be annoying, it will get your attention. The same thing applies when it comes to getting consumers to notice your brand on Instagram.
By strategically thinking about the influencers you want to send product to, you will not only gain loyalty from their community you will also get content. One of the biggest roadblocks brands have when they initially start thinking about what they are going to post on their social channels is literally, what they are going to post? I encourage you to think about sending product to influencers to have them create content for you, because at the end of they day, it’s a content creator’s job to create great content.
To be an influencer means that you carry some sort of influence. One of the biggest struggles brands have is getting people to talk about their brand and sharing their content. There’s a way to fix this. My suggestion to any brand is to develop a network of influencers that you can activate at any time to amplify a piece of content or campaign. Having an extremely active and loyal network of influencers who are ready to support your marketing team at a moments notice is one of the most invaluable things you can do as a brand.