Companies already contend with technology advances on a yearly basis. It’s no surprise then that marketing techniques are also continuously evolving. Where once adverts and directory listings helped to determine the success of a business, these days it’s all about word of mouth and recommendations. This ‘influencer marketing’ is especially popular online, where direct links and mentions can do wonders for your SEO.
However, just because influencer marketing is currently enjoying its day in the sun doesn’t mean the days of data-driven marketing are completely over. In fact, by combining the two methods you can make your strategy more rounded, more comprehensive and more powerful.
What is influencer marketing?
Influencer marketing takes many forms, but in essence it involves individuals recommending a product, company or service to friends, family and associates. This can be done through direct word of mouth recommendations, posts on social media and brand endorsements.
One technique that’s becoming increasingly popular is the use of individual ‘influencers’ in marketing. These are often people with large social media followings who agree to work with a particular brand to increase awareness of their products and services. The influencer might post a related video on their YouTube channel, take a photo for Instagram of them using the product, or write a blog post featuring the brand in question.
How can influencer marketing benefit a brand?
A brand can benefit from influencer marketing in a number of ways. If an influencer has a large social media following, the company will be able to boost brand awareness among a particular demographic. The brand will also benefit from its association with the influencer. This will help mould a brand identity, since target consumers will begin to think of the company through the prism of the influencer.
Combining influencer marketing with data driven marketing
If a company doesn’t know exactly who they’re aiming their products and services at, any attempts at influencer marketing are unlikely to have much of an impact. Data can be used to help businesses identify their target audience and to help them assess which types of social media may be most effective in influencing them. If a business uses the wrong digital avenues, they may well find that their influencer campaign fails to get off the ground.
Data can also be used by companies to identify new trends emerging within the market. This can help brands to stay ahead of the competition and allow them to corner the influencer market in their particular niche.
By combining these two powerful marketing techniques, businesses can make the most of their money and reach a receptive audience. To learn more about marketing techniques, explore our site today.