Influencer marketing is the process of identifying, researching, engaging and supporting the people who create high-impact conversations with customers about your brand, products or services.
Influencer marketing offers brands the potential to unify their marketing, PR, sales, product, digital marketing, and social media through powerful and relevant relationship-based communication. Both the ROI and marketing potential of influencer marketing are immense.
Certainly, the value of influence over customers is not a novel concept in marketing. But as online customer conversations continue to evolve so drastically, influencers are playing a critical role in breaking online clutter, creating relevant customer dialogue and bringing trust to the table for brands and marketers alike.
Utilizing an inbound approach to influencer marketing drives awareness, cultivates an audience, and bolsters owned media over time. The effects of influencer marketing on your inbound efforts include improved word-of-mouth advertising, increased number of expert opinions gained and social proof.
All of these factors are essential in gaining customer trust and loyalty. In fact, a recent Nielsen study found that 92% of consumers trust word-of-mouth recommendations above all other forms of advertising. By starting with a relevant message and audience, mapping your best-fit influencers, and utilizing social engagement best-practices, your inbound marketing will reap massive rewards.