Think back to a major purchasing decision. Maybe you were looking for a new pair of comfortable work shoes or a new eye doctor. Where did you find the information? Who did you ask?
I know you didn’t cold-call DSW . I bet you reached out to people who you know and asked.
People listen to other people first. They will always trust them more.
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People consume branded content, but they first rely on friends, neighbors and online personalities they know, like and trust before making a purchasing decision.
For a brand this is not a problem at all if they are using influencer marketing.
You can extend your brand’s reach, inspire user-generated content and boost your sales by:
- Identifying the right influencers for your brand, campaign and audience.
- Engaging with influencers using an established process.
- Keep influencers loyal and vocal with relationship management tips.
The Shelf, an influencer marketing program, finds that 92 percent of consumers trust recommendations from other people, even people they don’t know personally, over branded content.
The role of social media influence is equally strong, according to a new report from Deloitte:
- Social media influences one in three U.S. consumers’ purchasing choices.
- Consumers who use social media when making a buying decision are four times more likely to spend more on purchases than those who do not.
- Shoppers who use social media to make a buying decision are 29 percent more likely to make a purchase the very same day.
People listen to what brands have to say, but they’re going to turn to their neighbors and ask, “What do you think? How’s the customer service? Are you happy with the product or service?”
Social isn’t some foreign activity; it’s people’s lives on the go. The way a brand builds credibility through social is through authenticity and influence.
It’s the right person coupled with a targeted message, platform and audience that gets the job done, not the messenger or content alone.
Many brands are focusing on influencers who have a smaller, more engaged following and are the most relevant to their customers.
That trend will continue.
Influencers aren’t exactly like the target audience, either. They’re the protectors of it. That means you’re dealing with a bear and her cubs.
Influencer marketing is impactful. It grows brand awareness and reach. It can even boost the bottom line. But most of it all, it can make your brand a little more “human.”
As you develop relationships with influencers, the brand becomes their friend. And what do people do when they have a really good friend? They tell their friends.
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