After all, influencers work to attract customers, influencing and facilitating purchasing decisions. Did you like the topic and want to know more about the reasons why your brand should invest in this strategy? Then continue reading this article and check out the topics below.
What are influencers and why invest in them?
How to create a strategy with influencers
What are influencers and why invest in them?
Digital influencers, digital influencers or simply influencers are people who have become famous and recognized due to their presence on social media, like virtual celebrities. YouTubers, bloggers and those who present content on other social networks are some examples.
Just like traditional celebrities, these are people who, as a result of the content they create on the internet, have formed a captive audience. This audience is interested in what they have to say and is influenced by their opinions, including in relation to consumption.
So, basically, if your company wants to gain authority among compliance directors email lists a specific audience, a great strategy is to hire an influencer who communicates directly with the people who make up that audience. The partnership that is formed is called influencer marketing.
This strategy is advantageous because if an influencer speaks highly of your brand and/or promotes a product, even indirectly, the chances of their followers doing the same are high. After all, people identify with influencers and follow their recommendations.
It is also worth understanding that influencers do not necessarily need to be nationally famous, but rather recognized as a reference in their niche, even if very specific. Therefore, even small and micro-businesses can invest in this strategy.
In the book Marketing 4.0, by Philip Kotler, the author explains that digital influencers are efficient in marketing strategies because they talk to their audience all the time, understand their pain points and are almost intimate with them.
But for it to work, there needs to be sincerity in this relationship. In other words, even if influencers are paid, they must also use a product because they like it and it has quality.
How to create a strategy with influencers
To create a strategy with influencers, the first step is to know the objective of the action that your company wants to promote. Defining an objective will help when choosing the digital influencer, as they must relate to your market segment and the audience you want to reach.
From there, you need to find out who the main influencers are. They could be famous celebrities or people who are well-known in certain markets. The important thing is to list all possible partnerships and evaluate which ones are most advantageous according to the goals your company wants to achieve.
In addition to requiring a larger budget, even if super celebrities reach a huge audience, the strategy may be less efficient with them. In this case, an influencer with a more specific focus, as long as they are an authority on the subject, is more advantageous.
Reach, resonance and relevance are some criteria you can consider to make an assertive choice. In addition, you can use a group of small influencers, a journalist or even your company's employees, who can work with your brand on social media.
The strategy with influencers must be carried out following several marketing principles, such as defining the audience, the language aligned with the target audience, the channels to be used, etc.
