Every business, once in a while, gets a chance to be unwillingly promoted by a local fan, famous person or celebrity. And that doesn’t have to be done intentionally. The results are just awesome and are introducing the crowd to a product or service worth trying.
If we think about why this happens, it can hardly be explained. But the best way to define this is as ‘some kind of connection’ that people share with influencers – or in other words – experts in specific industries.
In 2017, influencer marketing is done intentionally. Companies pay influencers to write or mention them on their blogs, in their videos or shoutout to them on their social pages. Since these people have the authority and essentially a large base of fans following them, the results are nothing but a win-win for both the company and the influencer. From actual clicks to products to purchases or subscriptions – the end result is traffic – in fact, loads of it pointed to the company’s website.
Why Influencers Are Great In Driving Traffic – And Why Every Business Desperately Needs Them
We all must face the fact that long gone are the days when consumers trusted advertisements. They don’t ‘fall easily’ in the hands of the media nowadays – or trust everything they see online. Same as that, they don’t trust people who push their products or services to them – just like they don’t trust a new guy they meet at a cocktail party.
However, the people they see and engage with in their everyday lives are essentially a group of people they can trust. Especially the ones that are known as influencers in an industry. Now, an influencer in the fashion industry can be a fashion blogger – and an influencer in the sports industry can be a sports TV journalist. It is easy to spot them and find them.
The reason why they are able to drive so much traffic, though, is simple. Because of the loyalty of their audience, its number and the focused posts on a specific industry – they are able to make people believe that a product or a service is really good – even if it actually isn’t.
The fall of traditional outbound marketing is the one that got businesses to a point where influencer marketing is the only way to succeed online. Luckily, the technique has exceeded a lot of expectations and was found to be an effective one.
What are Influencers?
Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers.
But influencer marketing doesn’t just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.
In our article, What is an Influencer we defined an influencer as being someone who has:
- the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
- a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.
One of the biggest mistakes that traditional media makes is a failure to see the difference between celebrities and online influencers.
It is also important to realize that it is the influencers who have built a keen and enthusiastic audience. It is not accidental that these people follow influencers, not the brand. In reality, the audience doesn’t care less about your brand. They only care about the opinions of the influencers. Don’t try and foist rules and business practices onto an influencer. The audience is there’s, and they can simply walk away, taking their followers with them.