Engage & Influence Your Audience

Engagement and Influencer Marketing

It’s a tough world out there for marketers and advertisers – Their job is centered around reach and frequency. They want to get their message out to their target audience in the easiest manner available and for little as possible. Luckily for them, almost everyone has a smart phone and spends the majority of their day using it. It’s easier now than ever for marketers to get their message in front of eyeballs. However, this isn’t always the best route to take – they should be investing heavily with engagement and influencer marketing. 

Marketers can’t just blast their audience with ads anymore. Users have become so immune to advertisements – it’s easy for them to just flip a switch and easily tune out all ads. Not to mention the increasing amount of people using ad blockers. That means wasted dollars for little to no impressions. Marketing and advertising campaigns now have to get extra creative or think outside the box to find a new way to engage their audience.

This is where we start to see marketing campaigns rely heavily on influencer marketing and engagement marketing. Not only agencies but brands are starting to see the potential in these new types of marketing strategies. Tide recently executed a great campaign using both influencer marketing and engagement marketing. They partnered with a bunch of social media and YouTube celebrities to kick off their Tide Challenge campaign. These influencers have huge followings across social media and Tide was able to tap into their audience by working together to create unique content.

The campaign resulted in millions of views for the Tide YouTube channel and drove thousands of people to subscribe to the channel. By partnering with influencers and creating original content, users proactively engaged with the content in a more natural way, rather than being subjected to pre-roll advertising. Tide was still able to increase their brand exposure but without the risk of alienating a potential audience from too many ads.

At the same time, Tide used social media to connect and engage with their audience on a 1:1 ratio. That means every time Tide was mention on social media, a member of the social media team would respond. This level of engagement only helped to increase the awareness for the brand during their campaign.

Businesses and marketing agencies can learn a lot from the Tide Challenge campaign. People are more open and responsive to engaging with a brand if it comes on a recommendation of one of their favorite influencers. You see this happening all across the internet with bloggers, podcasters, and social media stars partnering with influencers to get their message to an audience. It helps if these brands have an active social media presence and work to build a community of their own. Keep an eye out and you’ll soon start to notice many more brands working with influencers to grow their awareness.

 

Influencer Marketing

Using Influencer Marketing to Spread the Message of Your Brand

 

Influencer marketing, or using those with established online communities to spread the message of your brand to your target market is skyrocketing. Influencer marketing delivers high ROI for your brand, helps you refine your strategy by really understanding your audience and expands the potential reach for your message.

In its simplest form, it helps you connect with your consumer by using the voice and presence of someone those in a specific community respects.

So how do you do it? Social media marketing and content marketing go hand-in-hand with influencer marketing. Think about this. What is a great way for community influencers to connect with those they influence? Social media. What do they share? Articles, graphics, videos, you name it. It’s all content. If your brand can create and send content that complements what the influencers community is already interested in on their social media outlets, you’re able to expand your reach to an interested and engaged community. Even better, the community influencer could create content around your brand and then share it.

In a survey of 125 marketers conducted by Tomson about their community influencer marketing, they found:

  • Blogs are the most effective influencer marketing channel
  • Influencer marketing is the fastest growing customer acquisition channel (22%)

A successful community influencer marketing campaign requires a genuine relationship between the brand and influencer. If this doesn’t exist, you risk losing credibility. Influencer marketing has some consequences if not done correctly, however, there are some great opportunities for real results. In the same Tomson survey, it was reported that businesses made $6.50 for every $1 spend on influencer marketing. THAT’S ROI.

Need more reason to give community influencer marketing a look?

According to research firm Yankelovich, the average American is shown 5,000 advertisements per day. This figure certainly gets the point across, we’re exposed to a ton of ads. In fact, we see so many that we’re starting to tune them out. With all the ads interrupting consumers these days, it’s no surprise that people love products like Adblock, Netflix and Spotify Premium.

It’s also worth mentioning that community influencer marketing is actually native advertising since it places brands and products within organic content. This organic content makes for a better experience for consumers and a more powerful marketing solution for brands. A recent study by MDG Advertising found that 70% of internet users want to learn about a product through content rather than through traditional advertising.

Not only does community influencer marketing build your brand and improve your sales numbers, but it is also a great search engine optimization strategy.

Are you still trying to build the right kind of strategy and relationship to have success with influencer marketing? As a tip, take some cues from who is responding to your influencer and incorporate those into your overall presence. You might even see ROI grow in other places!