Influencer marketing, it’s happened for centuries. Once they grab the limelight, their opinion turns to gold. It doesn’t matter what their station in life — celebrity, government official, business leader, athlete, or who knows what. If they’re well-known or even modestly known, their words pack clout. Authority on all things worldly is their privilege. And there’s no disputing their pronouncements, no matter how outlandish.
Yes, influencers matter. And they matter so much that their name alone is money in the bank. If they thumbs-up a product, it’s destined to fly off the shelf. Which is why so many brand marketers hunt the hot name when selling time rolls around.
2017 promises to see a surge in influencer activity. That’s because the available options are multiplying. Social media and other digital ‘stages’ offer a rapidly-expanding arena for the humble opinions of VIP’S.
Brand marketers, however, shouldn’t see the expanding influencer pool as a wide-open grab bag. Those chosen for product support must be carefully selected for their suitability. Incompatibility could blow your campaign way off course.
Ensuring the right choice requires first and foremost precision goal-setting. Know how your prospective influencer or influencers align with your product. Equally important, determine if their opinions match your long-term brand vision. If a candidate won’t be relevant down the road, they’re not for you. The typical influencer is tenured – latched onto, they’re expected to stay in the picture permanently.
Brand marketers should also understand that influencers have different reaches. Some have massive followings; others, not so extensive. Ideally, you want the big fish in your corner. But if the coveted superstar steers clear, don’t throw in the towel. Instead, round up the second stringers and turn them loose. Even modest followings can add up quickly.
If you have any questions or comments about influencer marketing, or about any other brand-related topic, feel free to send them our way.