Influencer marketing is all the rage these days. But do you actually know what it is?
By definition, influencer marketing is when businesses utilize leaders in their industry to help drive their brand’s message and reach new audiences.
In layman’s terms, you’re partnering with someone who is aligned with your business goals in some way so that as a team, both of you can reach a larger audience and grow your loyal following. They promote you and you promote them – it’s a win-win (when done right).
The reality is that influencer marketing has been around for a long time. Just think of all the celebrities you’ve associated with brands in the past. Michael Jordan sponsoring Nike, for instance, or Ellen DeGeneres for American Express and Cover Girl. George Forman and the Forman Grill, Fabio for I Can’t Believe It’s Not Butter, and Jennifer Aniston for Smart Water, to name a few.
What’s changed is the fact that we now use social media for much of our marketing strategy, so we’re a bit more consciously aware when we see someone endorsing a brand. And it’s not just about celebrities anymore. More often than not, influencers on social media are people who have established themselves as an authority on a topic, or have a unique story to tell.
Don’t confuse influencer marketing with a popularity contest. As a small business, you need to select your influencers wisely and strategically. You likely won’t have access to influencers with tens of thousands of followers (most of us don’t). What you do have access to, though, are people who’ve been impacted in a positive way by your brand. They are your best and biggest influence. They will be the ones that can drive impact, because they’ve already been impacted themselves (and you’ve done that!).
Total Brand Agency