For all it’s benefits, traditional above the line advertising can sometimes feel like shouting into a crowd in the hopes that someone will shout back. And when someone does there is the question of how you make the most of that.
For scaling businesses like yours with tight budgets, small teams and hard deadlines, booking your radio spots, finalising art for your digital display campaign or sending your artwork off to the magazine for your quarter page placements can bring fear and the prayer to the marketing gods; please, please, please - let this land. And that is of course before the 20th of the month, when the invoices roll in.
Meanwhile while you are obsessively checking your Facebook ad conversion, and watching your funnel on Google Analytics, as much as 85% of small business owners are still targeting the somewhat more time consuming, but albeit delightful world of word of mouth. Your billboard screams your tagline to whoever comes across it, while word of mouth wraps your offer in a testimonial given by a trusted source, who likely shares interests or needs with their friend - your potential customer. As a business owner or marketer it's a dream situation, with 77% of consumers “more likely to buy a new product when learning about it from friends or family” so it's not surprising WOM is 10 times more effective than traditional advertising. It’s a total no brainer, apart from the fact that driving word of mouth is often a long-game and there is no clear cut formula to make it work.
Which is why, dear friend lean in and listen to me: In many ways influencer marketing takes the stuff you like from word of mouth and amplifies it.
Nordstrom get it, which is why this August 4 out of 5 of their mobile visits came from an influencer referral network - mobile that month making up 24% of their total traffic. Closer to home brands like Berocca and Kiwibank get it too - working with influencers like How To Dad and Jamie Curry. So why aren’t you - the startup owner or scaling business marketer doing this too?
Ignore 90% of the 24,800,000 jargon-laden, weirdly complex results/guides/blogs that come back when you Google “influencer marketing” - the basics are this:
“We all know how powerful a recommendation is a from someone we know. So how would you feel about someone who 'knows' thousands or even millions of people being able to share your story, product or idea with an audience that trusts their opinion and is interested in your category?
As social media grows, social influencers have become powerful marketing players, with the ability to connect brands in with engaged, and connected audiences.” - Influencing with Integrity
Along with the obvious, reaching people thing. Like tends to attract like online, and because of this - influencers tend to have an audience of like-minded, demographically similar people. This is of course great for not only great for targeting consumers and converting BUT also can mean creating relevant, high quality content driving back to your website.