The Growing Impact of Influencer Marketing | Converge Consulting

The Growing Impact of Influencer Marketing

If someone were to ask you who the most famous people on earth are you would likely put together a list of top celebrities or brilliant minds such as Albert Einstein, C.S. Lewis, or Elon Musk. Social endorsements are great, and can help your brand generate new revenue but it’s not always practical for your budget. If you were to get one of these top celebrities to endorse your product it might cost you short of a small fortune.

While nationally known celebrities might be a bit costly, there are usually plenty of smaller influencers on social media that may be relevant to your business and have strong followings for a specific niche. These online celebrities might not be well known outside of their social media niche but they do have plenty of clout and exposure. Some people refer to these influencers as social media rockstars.

If you’re ready to learn more about how you can leverage influencer marketing, take a look at what are some of the essentials you need to know for your brand.

How does influencer marketing help your brand?

By teaming up with influencers in your niche, you can quickly reach a huge follower base and piggyback on the trust that an online influencer has already built. Since social media influencers are usually hyper-focused in one single area, your message will be reaching a very relevant audience. Here are just a few of the reasons why you might consider influencer marketing.

  • Place your brand and messaging where your audience spends time online
  • If done right, you can get targeted exposure at a low cost per impression
  • Increase your brand image and recognition
  • Borrow trust earned by each influencer

Another option for academic institutions is to leverage student-generated content and ask them to help you promote it via their personal social networks. They might not all be social media power users, but their reach can help you to better your brand awareness.

What should you look for when searching for influencers?

There are a number of factors you might want to consider when partnering with an influencer. Does this person compliment my brand? Does he or she present himself/herself in an appropriate manner? While these are all good questions to include, below is a checklist to consider when deciding what influencer(s) to work with:

  • What is your goal/what do you want to get out of influencer marketing?
  • What are the performance metrics?
  • Who is your ideal influencer?
  • How will your track results?
  • How much is this partnership worth?

What lies in the future for influencer marketing?

If you have ever wondered if influencer marketing is just a fad you might be happy to hear that it looks as if influencer marketing is here to stay. That shouldn’t be a stretch for anyone to accept considering that, according to Google, a number of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities. In fact, the same article notes that some millennial subscribers say their favorite creator understands them better than their friends.

Additionally, it has been my observation that a number of influencers have been developing cliques where the group seems to be growing by cross promoting each other. As each of the members of the group increase in authority so does the entire group (in theory). I feel like we may see more of this going forward. As a brand, finding a way to join a group of influencers within a niche may be a meaningful relationship that could influence your online presence and reputation.

About the Author

Chris Foerster is a technology junkie and digital marketer at Fremont College. With more than a decade of experience marketing businesses online, Chris brings a unique skill set of SEO, PPC, social media, lead nurturing and content marketing to the college’s website.

Learn about the Fremont College Digital Marketing program here.

Chris Foerster
Chris Foerster
September 6, 2018