Influencer marketing is currently one of the most powerful and cost-effective marketing strategies.
An influencer is a person with the ability to inform and sway potential customers via online promotion. For most teams, influencer marketing strategy involves finding, recruiting, and partnering with one of these content creators, then expecting them to post branded content from their account.
The goals of influencer marketing campaigns should align with team and company-wide objectives, such as increasing brand awareness and sales. Many companies around the world, from Dunkin’ to Dior, are turning to this unconventional strategy to reach their marketing goals.
If you’re ready to take your brand to the next level in 2023, read on to learn more about the benefits of influencer marketing and where the industry is headed.
Influencer marketing is an incredibly effective tool if you use it correctly.
Additionally, Insider Intelligence estimates that influencer marketing spend in the U.S. will reach $4.14 billion in 2022, and in 2023, it may surpass $5 billion.
Clearly, many marketers are finding success with influencer marketing, and so can you.
There are lots of advantages to integrating brand advocates, aka influencers, into your marketing strategy.
Here are some of the benefits of pursuing influencer marketing in 2022 and into 2023.
Influencers have between thousands and millions of online followers who consume their content. One of the major benefits of utilizing influencer marketing is that you can get your brand in front of a different and sometimes larger audience.
While digital advertising is only somewhat effective, with many users quickly tapping through or scrolling away, influencer campaigns typically involve native posts that read less like ads and more like genuine endorsements.
As the influencers you work with create content that talks positively about your brand, its reputation will grow among their followers.
Traditional marketing strategies, like commercials and ad campaigns full of buzzwords, are becoming outdated. One reason is that most are one-sided, with no interaction or proof of “genuineness” from the brand.
Influencers, on the other hand, help build their following by being someone that people can relate to and begin to trust. They establish credibility by being a person rather than a corporate brand, and by interacting with their followers online, which most companies do not have the time to do.
By creating a partnership with an influencer who is relevant and influential to your target audience, your marketing becomes more trustworthy to potential buyers.
Marketers are always trying to refine their target audience and nail down who is most likely to engage with and eventually purchase their products. Working with influencers can make this job easier, as most already have an established niche audience.
However, even if your chosen influencer’s following only slightly overlaps with your target audience, it may be a good opportunity to expand your reach by speaking to their other followers that may not fit into your exact idea of your brand’s “target market.”
Working with influencers is actually not as expensive as you might expect.
Influencer marketing pricing models vary from creator to creator, especially when taking into account metrics like number of followers and average engagement per post. While larger influencers will expect higher payments, micro-influencers still often agree to post content in exchange for brand merch.
Another way to drive sales while saving budget with influencer marketing is to incorporate custom discount codes or affiliate links into your strategy.
The more data you have about who is looking at, interacting with, and purchasing from your brand, the more you’ll understand the potential audience that you can market to.
Due to the nature of their field, influencers keep track of important audience metrics and are generally (but not always) expected to report relevant analytics to their brand partners. Audience demographics such as age, gender, and location are examples of the information they can provide.
Additionally, influencers will report on metrics such as reach, impressions, and engagement, so that you can see how the campaign performed. This is crucial for understanding what type of content is resonating with your audience, and whether or not the influencer is a good fit for your brand.
Marketing, as a whole, is always changing. What is the future for influencers?
According to our 2022 Influencer Marketing Trends Report, some current trends in the industry include:
Influencer marketing is a unique tool to help you elevate your marketing strategy, increase brand awareness, and make more sales.
Want more tips for implementing influencer marketing into your marketing mix? Learn how Lionize helps you find, recruit, and manage influencer relationships to boost your brand. Contact us today. We’d love to answer any questions you may have.