It’s no secret that influencer marketing has become a major way to convert traditionally hard-to-reach audiences into customers. In fact, according to a Tomoson survey, a business can make $6.50 for every dollar they spend on influencer marketing. Influencer marketing works because it emphasizes engagement over sales pitches and capitalizes on the trust that an influencer has built over time with their audience to sell a product. With today’s consumers avoiding commercials and demanding authenticity, influencer marketing has become practically mandatory for companies who want to stand out.
So how does a local business take advantage of influencer marketing? Research, research, and more research! First, you need to find your ideal influencers: bloggers, YouTubers, or other social-media-savvy personalities who are a contextual match for your company and have followers within your target audience. Look into hashtags that prospective customers and competitors use and see who contributes to them actively, or set up Google Alerts to find blog posts about topics of interest to your target audience – the people who produce this content might be potential influencers. And make sure to pay attention to those who already love your product! It’s not all about numbers; passionate influencers with small audiences are able to engage with their followers more actively, and their recommendations often lead to more sales than ones by influencers with larger but less-engaged followings.
Once you’ve found the influencers you’d like to target, reach out and suggest a partnership. Common deals include sponsoring a post in exchange for mentions or coverage, or supplying free samples in exchange for a review.
Influencer marketing can be a great way for you to make efficient use of your small business’s marketing resources, as long as you’re willing to do your homework and reach out!