Influencer marketing is the next big thing in digital marketing strategy… but what exactly is it, and more importantly, how can you make it work for you? These tips should help you clear up the details.

What is an influencer?

An influencer, in the modern sense of the word, is someone who has a large online following with the result that their views, opinions and endorsements are trusted by a number of people. Influencers are frequently bloggers who are highly active on various social media platforms. More often than not they are regular people – not necessarily celebrities – who have naturally managed to create exceptional content marketing that internet users connect with, and who’s posts have gone viral because of that connection rather than strategic search engine optimisation.

What can influencers do for your brand?

Because they have large followings of people who regularly engage with their content, influencers who can be enticed to promote your brand can give you great exposure, plus their followers are more likely to trust a promotion that comes from a real person and is not obviously a sales pitch. Social media marketing that makes insightful use of influencers to endorse a brand has the potential to gain leads, sales and loyalty based solely on the trusted word of the influencer.

The do’s of influencer marketing

  • Choose potential influencers wisely, based on whether their following matches up with your target market, rather than only based on their popularity or reach.
  • Give influencers an incentive to partner with you. Promote their social media posts frequently in the form of retweets, shares or even a post on your own blog (which is also great for link building).
  • Say yes to influencers approach you wanting to review your brand or share something about your company on social media, especially a blog… and reciprocate in kind.

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