Why Influencer Marketing Matters

December 6, 2019 - Reading Time: 4 minutes

Gone are the days when marketers could reach almost anyone through newspapers or TV. With the advent of social media, there are now multiple platforms where people can create and consume content. There’s Facebook, Instagram, YouTube, LinkedIn and TikTok, just to name a few. Consumers are scattered across these platforms; marketers have to put in more work to discern where and how to reach them.

This is where influencer marketing comes in handy.

Influencers are established names in the online sphere and have loyal fan bases. They are a marketing force to be reckoned with. Marketers can tap into their clout to reach their target audience.

Here are some reasons why you should consider influencer marketing.

1. Niche Targeting

One of the perennial challenges that marketers face is getting consumers interested in their product or service. Advertising often feels akin to screaming into the void in hopes somebody out there hears you, and cares enough to become a customer. The good news: there’s always a place for even the most obscure of interests on the Internet, with an influencer to boot.

Influencers have a group of followers who are already interested in particular niche topics that range from beauty to philosophy. By collaborating with the right influencer, marketers can reach out to their target audience easily. Cosmetic brands, for example, can work with beauty bloggers like Cinddie to reach out to people interested in makeup.

Before working with an influencer, check their audience demographics and make sure they match the people you want to target.

2. Authenticity & Consumer Trust

Besides attention, there’s another coveted resource that influencers have and that’s the trust of their (your) audience. Two-thirds of people surveyed in a recent Rakuten marketing report indicated that they discover products from influencers on a weekly basis. 88% of them noted that they’ve made a purchase based on what they’ve seen from an influencer. Many followers view influencers as credible sources and will trust their opinion on products.

However, there are some influencers who have drawn flak for simply endorsing products because they were paid to do so. This is where it gets tricky for brands. You want the influencer you work with to say positive things about your product but, at the same time, you want them to be honest. It is still always better to engage influencers with integrity because that would mean they are highly credible; their endorsements would therefore carry more weight. Insincerity will do more harm than good. Any influencer worth their salt would refuse to endorse a bad product regardless of how much money they are offered.

3. Content Creation

Consumers prefer social posts to traditional ads. Well-versed influencers will know the type of content that resonates with their followers and will work on weaving marketing messages into content that caters to their tastes.

Local influencer Brenda Tan (wordweed), for instance, produces marketing social content that is authentic and interesting.

Influencer marketing works best when the sponsored content resembles an influencer’s social posts but is still able to get the brand message across. Work with an influencer who has found that sweet spot.

4. Improve SEO

According to Moz, SEO is “the practice of increasing the quantity and quality of traffic to your website through organic search results”.

A side benefit of working with influencers is that it helps you build a strong link profile. This, in turn, helps improve your search ranking. Your link profile is made up of backlinks and internal links. When influencers post links to your website, backlinks are generated. The more high-authority sites link to your site, the better your chances of ranking high. Getting links on other people’s blogs or websites will also boost the chance of others sharing your link as well.

The next time you sit down to plan your marketing strategy, consider working with influencers to reach out to potential customers. It goes without saying that you should do your homework before committing to a contract. With so many influencers across different interest areas, you are bound to find the right one for your brand.



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