Why Your Brand Needs Influencer Marketing
Influencer Marketing is an Old Practice With New Life
This is an old marketing practice with a new fancy name, influencer marketing. Basically, it’s getting someone, who’s well known on social media, to become one of your brand advocates. Like a celebrity endorsement of sorts. Endorsements and testimonials have long been good practice in marketing your brand, but influencer marketing is much more niche and accessible.
Let’s say you own a t-shirt design business. You send one of your t-shirts to a local musician and ask her to wear it in one of her many Instagram posts for her many Instagram followers. She does and she tags you, because hey, she got a free shirt. Boom, influencer marketing. Your shirt design is now seen by an entire audience that your social media accounts may not have reached.
The beauty of the newer version of this trend is what the data is concluding about influencer marketing. The smaller the better. Turns out your audience may be much more likely to trust a micro-influencer over an influencer with a huge following, and that’s actually good news for small business owners. So that a t-shirt owner, who may not have access to a local musician may have access to a local blogger or tech entrepreneur, the same mission can be accomplished.
Market influencers and micro-influencers come in many shapes and forms. The small business owner reading this blog post right now may be an influencer in their own industry. Influencers are approachable and ideally, local. Take steps to identify as many as possible and send samples of your product to them and ask for a review and a tag or two. It’s a great idea to offer to do the same in return so both of you benefit.
Influencer marketing feels like a trend, and to some degree it is, but the instincts it taps into are timeless. Intimate and personal relationships are what drive consumers to your brand. This is just another exploration.
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Founded in 2001, RUSSO is a strategic branding agency with offices in New Orleans, Lafayette and Nashville. RUSSO uses consumer insight to develop branding initiatives that effectively change the conversation — forming emotional connections between the consumer and the brand. To learn more, visit brandrusso.com.