What is influencer marketing? It is one of the few questions that will keep a marketer up at night. One word that answers the question is “Influencers”. Its all about influencers.
So why is it so much about influencers? People have become allergic to marketing. Even a small piece of marketing jargon triggers their inner shield and throws your product into their mind’s dustbin. The worst part is that every message, poster or promotion of your product ends up in that dustbin. Bad for business.
What is the best way to get people to listen to you? Relating to them. But however you try to do that, you will fail miserably because people will always perceive you as a marketer. Enter the Influencers.
Influencers are those few people in a target segment to whom your target customers will listen. They believe the influencers since these guys promote what they think is best for their subscribers in an unselfish way. Therefore, influencers are the best way to promote a product to a given target segment.
The concept of influencing the influencers in a given target segment in order to reach to your customers is called influencer marketing. Here is how you do it.
Segment your customers. The more specific you are, the better you can reach out to them. Get to know your customers really well.
Identify the Influencers in your target segment. They are usually the ones who are active and have a good number of fan following.
Pitch the influencers. They always look for good content to share with their followers. Its easy to pitch these influencers rather than journalists.
Influencer marketing strips the sales component of your product and makes it look more human friendly. When an influencer finds that your product is ‘share-worthy’, he/she can easily get the word out to their social circle. A healthy relationship with the influencers of your customer base greatly contributes to the growth of your product.
Turning the influencers of a customer segment into product evangelists is a powerful strategy that can set your product from competitors. Good PR is saying “I am great”. Great PR is letting others say that you are great.
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