Influencer marketing is one of the most used types of promotions by brands. It not only improves their visibility, but also allows them to reach a wider target and attract new prospects. What are its challenges, objectives and expectations?
What is Influencer Marketing?
Influencer marketing is a set of techniques allowing brands or companies to promote their services and/or products, using the power of prescription or recommendation from opinion leaders or influencers. It also relies on the notoriety of recognized personalities or experts in very specific fields, so that they share information with their communities. It quickly established itself as an essential digital lever to improve visibility and develop sales.
Want more information on influencer marketing? See the Reech study on this page:
The challenges of influencer marketing
The maintenance of companies’ e-reputation, the construction of notoriety, the transmission of targeted messages, the creation of reactions and the evolution of opinions: these are the challenges of social influence. Having understood this, several brands have implemented integration approaches in their marketing systems. According to the results of the Reech study, 78% of the more than 600 respondents confirm an increase in budget influence in their structure.
No company is insensitive to the breakthrough of influence marketing, even the biggest ones like Philips, Adobe, Coca-Cola, … This type of marketing capitalizes on the power of recommendation of influencers to attract new customers.
The goals of influencer marketing
Although influencer marketing is on everyone’s lips these days, it is not advisable to jump into it anyhow. Business planning and strategic thinking are essential, it is essential that they align with the business objectives and the value proposition.
The objectives of influencer marketing are:
- promote a company or a brand, as well as its products and/or services to consumers;
- improve its image vis-à-vis an identified target and highlights its expertise and know-how;
- maintain or strengthen its notoriety (and this, through communication with Internet users who did not know it very well) and gain subscribers;
- increase the conversion rate.
The expectations of influencers and consumers
Remuneration is one of the main criteria for influencers (indeed, no professional would like to work for free). They choose brands that are serious and in line with their editorial line and their values, and expect them to include them in the process of creating new products. They also attach great importance to the experiences of the campaigns and wish to benefit from better visibility.
For their part, many consumers follow influencers on social networks and regularly consult their content. Some of them are inspired by their publications before buying products and/or benefiting from interesting promotions.
Developing an effective influencer marketing strategy cannot be improvised. To improve your chances of success, clearly define your goals, be original, analyze and track your performance, and maintain close and lasting relationships with influencers.