What is E
xactly Influencer Marketing?
How Does it Work?
It can either be paid or earned depending on the traffic or sales generated by the influencer’s content or even both. It’s relatively cheaper than other types of marketing like on television. Influencers are found on many social media platforms.
The following is how influencer marketing is applicable:
- Establish market credibility
- Create social conversations and drive in-store sales of products
- Reach a wider market
With market influencers, you can either market your brand to them or through them. You can also market with the influencers. There are several ways to identify influencers. You can identify them by choosing any of the following traits:
Select the best influencers by checking their market reach, independence, impact, frequency, expertise, persuasiveness, and thoroughness.
Giving Accurate Information
Influencer marketing that offers misleading information to customers can have a severe ethical implication on the brand. In the long run, honest influencers generate the most click-through. If an influencer becomes controversial, brands tend to withdraw their allegiance to him or her to protect their brand image. Brands need to be skeptical when hiring influencer marketers as some can be fake. This can have a disastrous effect on the brand public image.
Marketers should selectively target influencers on account of their profiles and influence. It can be achieved by having an influencer identification program and a criterion for ranking them on their impact on the decision-making process.