It’s no secret that the buyer’s journey is constantly evolving. In order to truly create a connection to customers and leave a lasting impression, your brand needs to generate awareness and build trust with consumers in their target audience. Although word-of-mouth marketing is still important, as times continue to change many people are looking online to find the products that their peers or online community are using. In fact, Nielsen reports 92% of people trust recommendations from individuals—even if they don’t know them—over brands.
Brand awareness is a necessity for most brands. Whether you’re an established franchise or a small business, it’s important to get exposed to the right customers. One of the ways to get in front of potential audiences is through a brand awareness campaign. This can be vital to an expansion into a new market, product launch, or just to keep your brand in the public eye.
Most brands don’t have the budget to partner with a celebrity, however, finding micro-local influencers is an option that boasts well for most brands. By honing in on people who are active in the community and have an engaged online following, there is an opportunity for your brand to develop a content partnership that caters to the individual’s needs while ideally using their presence to reach their audience. This tactic not only helps to spread awareness, but it can position your brand in front of an audience by using a source they already know and trust.
Who is an Influencer?
An “influencer” is an individual or publication that may have influence over potential buyers in your target market or industry. This can include:
- Local guides or publications
- Individuals with a large social media following on Facebook or Instagram
- Bloggers specific to your industry (Fitness, Beauty, Lifestyle)
This person doesn’t have to be a celebrity. In many cases, these are individuals who are able to create content that is relevant and engaging to their audience. Whether it’s an Instagrammer who supports local businesses, someone who shares fitness tips, or even someone who does beauty tutorials on YouTube, Google has even found that 40% of millennials say that their favorite YouTuber understands them better than their friends (Google).
Benefits of Influencer Marketing
Why are more brands adding an influencer initiative to their marketing campaign?
- By partnering with an individual or publication that their target consumers already trust, brands are able to share their message through authentic storytelling and content development.
- Through a sponsored post, feature, event or giveaway, a brand’s message can seem less like a traditional advertising and more like organic content.
- By finding the right influencer, your brand is able to get right in front of a specific target market that is already active and engaged.
- Content produced by influencers can be utilized into a current content strategy and repurposed into blog posts, social posts, and email content.
- There is a potential opportunity for building credible backlinks, which can positively impact SEO.
Do you think that an influencer marketing campaign might be beneficial for your brand to reach individuals on social media? Get in touch! Our team would love to discuss your needs.