Entrepreneurs are always looking for ways to boost sales. And influencer marketing is a new gold mine. As Tomoson, a popular marketplace, points out, each invested $1 generates $6.50 in return. Besides, influencer marketing is the fastest-growing channel that now outdoes paid search and display advertising.
Sounds great, right? So let’s find out why influencer marketing is that good – on a few real-life examples from well-known brands.
Why Influencer Marketing Is Important
Today, brands involve influencers and celebrities to showcase their products all the time. Why so? Сustomers trust recommendations given by a third party more than the brand itself.
Here’s one interesting point to consider: nearly all your competitors already use influencers’ services. The Julius platform asked some popular influencers and found out that 90% of them have cooperated with brands. And 70% are doing that regularly.
So, to keep running in such a competitive market as e-commerce, you should at least consider adopting an influencer marketing strategy.
And here I provide five reasons why it’s good for your business.
1. Influencer marketing is effective
It’s tough to find a thing that drives sales as good as word-of-mouth does. According to Nielsen survey, 92% of customers claim to trust the recommendations more than any other type of ads.
And this clearly shows the value of influencer marketing. It’s a trustworthy source of getting recommendations that allow brands to benefit from it and use it as social proof.
2. It’s all about socializing
Maybe you’ve already noticed how active your competitors are on social networks. If not, it may be the right time to pay attention. Today, you can’t just build a website and expect a constant flow of customers. And social networks work quite well as the additional channel for generating leads. What’s more, the efficient presentation on social networks drives loyalty and brand awareness.
3. It’s something your customers do
Two decades ago, marketers were using TV commercials as ads in newspapers/magazines. And, of course, the radio.
But we’re living in a digital era, and consumers are not paying much attention to traditional media anymore. They switched to internet sources, and so did marketing. Even though the demand for TV ads is still high, budgets on digital marketing continue to grow from year to year.
So investing in a marketing strategy that moves with the times doesn’t sound crazy at all. Especially as we’re talking about viral and widely-used channels.
4. It’s a way to make your SEO specialist happy
The benefits of influencer marketing don’t end up at just connecting brands and audiences. This approach also helps with SEO optimization, to be exact – with rankings on search engines.
1. You get more inbound links.
2. You get more social reach.
There are the signs of a significant influence marketing campaign and something Google (as well as other search engines) loves.
5. It’s about tracking your results
Any marketing campaign should be tracked. And if there’s something you can’t trace – you’re wasting time and money.
Sure, it may be hard enough to track some aspects of influencer marketing, but any campaign should be built on control. And many platforms provide specialized tools for that. For example, Instagram introduced tags for stories and shopping that collect ROI and conversion rates very accurately.
Here are some measurement aspects to think through:
- Unique visits to your website
- Likes, shares, and other activities on social networks
- Social conversations
Examples of Influencer Marketing Campaigns
But you don’t have to take a word on influencer marketing efficiency. So here are a few real-life examples of the brands you’ve heard about. I’m covering examples from different domains so you’ll have more space for coming up with your influencer marketing idea.
This beauty startup is based in Manhattan with a continually growing millennial audience. The company decided to involve regular people in its marketing campaign – instead of big influencers or celebrities.
Customers took photos of themselves and tagged Glossier’s official Instagram page. In turn, Glossier re-shared the best photos and answers questions about their brand.
Result: almost 90% of the company’s earnings come from their deeply engaged audience, not from paid ads or other marketing channels.
Nikon also took advantage of influencer marketing. But the company chose another path – they cooperated with Warner Music to show what their cameras are capable of. That’s right, cooperation with other brands is also a kind of influencer marketing.
Nikon became a sponsor of Warner Music Group’s festival – SXSW. Their cameras were used throughout the festival for recording live performances. What’s more, visitors had an option to use the cameras and share photos on their Facebook pages.
What did Nikon get in turn? 15K+ posts across social networks with a dedicated hashtag, 500K+ people viewed the live video, 46M media impressions, and 166M social impressions.
Finally, it’s a widely-known Zara brand we’re taking a look at. The company asked Instagrammers to work together on a design project and #iamdenim campaign. By cooperating with influencers, the brand wanted to show that Zara clothes are more affordable compared to high fashion brands.
Results? 4.6M+ new followers on Zara page on Instagram.
As you see, influencer marketing has tons of benefits and can make your product widely-known. Still, an excellent marketing campaign should go with a great product. So make sure your solution is fast, convenient, and user-centered – and you’ll have all the chances to succeed.