I’ve written several articles highlighting the benefits of influencer marketing. They can improve brand sentiment and deliver high ROI. You can even work with influencers to drive more sales for your business. Even if you realize the impact of influencers from these articles, you might still be unsure whether your business is in need of influencer marketing.
As a general rule, I recommend influencer marketing for businesses across all the consumer goods sections. It has also successfully fueled the growth of hospitality businesses — from international hotel chains to local restaurants.
Fair warning: It may be less ideal for promoting business-to-government organizations and some kinds of business-to-business organizations, such as those selling industrial equipment, for example. Know your audience.
I’m going to put things into context and help you better understand whether or not you need to partner with influencers. I’ve put together a few questions that you can ask yourself. And if you say “yes” to any of them, there’s a good chance you need influencers.
1. Are you struggling to attract and engage a new audience?
First of all, you might have a hard time reaching and attracting a new and relevant audience. As a result, you may be unable to expand your reach and grow your business.
One of my clients answered “yes” to this question. They had tried everything — from paid search and social media advertising to SEO. But they were still unable to attract a new audience. I recommended an influencer marketing campaign to turn things around. Within just three months, they were driving three times more traffic with the help of influencer content.
Influencers usually have thousands of followers; some may even have millions. These followers specifically chose to gain access to the influencers unlike with advertising. Additionally, influencers tend to specialize in specific niches, making their audience highly targeted.
So you have an opportunity to reach thousands of people who would be interested in your product or service through influencers. This is particularly important since more and more people are blocking ads.
PageFair reports that adblock is being used on 380 million mobile devices and 236 million desktops. With the help of influencers, you can ensure that your promotion efforts can reach the desired audience.
2. Are you failing to win the trust of your target audience?
Trust is an important factor that marketers need to consider when attempting to drive conversions. But like many brands that I’ve come across, you may have a hard time winning the trust of your target audience. A Havas Media study found that people in North American trust only 22 percent of brands.
That’s why I find it crucial for brands to work with influencers so they can earn people’s trust. This works because Nielsen reports that people trust peer recommendation over advertising. And according to a Twitter and Annalect study, the trust people have in influencers is almost as much as their trust in friends.
Interestingly, gen.video found that there has been a dramatic shift in the level of trust people have in social media influencers. Their 2017 study found that consumers now have the most trust in social media influencers, even more than they trust their friends and family. So if you want people to trust you, your best option is to get trustworthy influencers to vouch for you.
A client of mine who answered “yes” to this question saw a drastic shift in brand sentiment after working with influencers. Influencers helped create review content that established trust among the target audience.
3. Are you struggling with low conversion rates?
Finally, influencers may be the perfect solution for you if you’re dealing with less than ideal conversion rates. Your advertising efforts may have attracted a few people but there’s no assurance that those people are going to end up converting.
But when influencers promote your products or services, they can effectively create a desire in the audience to try the product or service. They can create context that helps the audience understand how they too can benefit from the product.
The previously-cited Twitter and Annalect study even found that exposure to brand and influencer tweets can increase purchase intent by more than five times. And almost 40 percent of respondents have reportedly purchased a product after seeing it in an influencer’s tweet.
For a client who answered “yes” to this question, influencers turned things around for them. After just a month of influencers promoting their products with a discount code, they were seeing five times more conversions.
Asking yourself these three crucial questions will help you understand whether or not your brand needs to work with influencers. Influencers can help you attract, engage, and convert your audience, in addition to winning their trust.