Influencer Marketing, or influencer marketing, is not something new. It has existed for a long time and, in the era of Digital Marketing, with the emergence of new technologies and the boom of social networks, it has been gaining more and more strength and relevance, becoming popular among marketers and an important complement in their digital strategies.
That is probably because we realize how powerful it is, especially since it comes as an alternative to traditional advertising that is usually expensive and inefficient. Especially when today, consumers are constantly invaded by endless advertising stimuli that are losing credibility day by day.
what is influencer marketing?
Influence marketing consists of the hiring, from a brand, of people with the power of persuasion over a specific group of individuals and therefore socially influencing.
So, it is a non-intrusive type of marketing, which, through influencers, is capable of guiding behavior and impacting the decisions of various audiences effectively.
Among the benefits of working with influencer marketing, we can highlight:
They create trends and social debate. Generate conversation. They create more valued native advertising. They have their audience segmented. They increase the reputation of the brand. Increase traffic to your site. More effective and higher conversion. Contributes to SEO positioning.
And what is an influencer (or influencer)?
One of the most misconceptions about influencers is that it is enough to have many followers on social networks to be one. This thinking confuses influence with popularity. The act of influencing goes a bit further, requiring a specific result: a change in someone else’s thinking or behavior. Therefore, an influencer has the power to influence the perception of others or make them do something different, apart from generating opinions and creating trends.
When applying this definition to marketers, an influencer is someone who influences other people to buy products or services. For example, a good review of an article or the simple appearance of a garment of a specific brand can increase sales due to the imitation effect of many of its followers. And for that, they must present three key factors: reach, contextual credibility, and sales ability. The greater these three factors, the greater your potential for influence.
• Reach: the ability to deliver a message to a large number of people. It is an important point but it is only insufficient. Those with little reach but high credibility and sales are called micro-influencers.
• Contextual credibility: the level of trust and authority given by the audience based on the perceived knowledge and experience of the influencer in relation to a particular topic (it can be fashion, sports, nutrition, etc.).
• Sales ability: the style of presence and communication that gives the influencer the ability to understand and adopt a particular point of view. Some people have incredible power to convince people of their point of view. They can explain things convincingly and persuasively, they are clear with their messages, and they convey their views with confidence.
Where to start?
Influencer marketing strategies are still very recent, so there is ample room for development and learning. But first of all, it is essential to be clear about the objective and what you want to achieve before putting the plan into action.
Once the goal is defined, it will be necessary to consider the best way to reach it: choose the influencer well, choose those that reflect the values and spirit of the brand, and therefore that is adequate to achieve the objectives. There must be collaboration and positive synergies between the brand, the influencer, and the consumer. In addition, it is essential to evaluate the profiles of your followers on social networks carefully. This will help determine if they match the brand’s target audience.
After that, it is time to create a detailed plan with the tactics to carry out (actions, the message to be transmitted, the publication dates, etc.). the possibilities are endless!
Finally, you must measure the impact of the campaign with influencers and also evaluate the results obtained.
So, it is time to take the first step with promoneum.
Consumer decision-making processes are a widely studied multidisciplinary subject, in which both the seller’s interest and the psychology of buyer behavior play an equally decisive role. To influence decision-making, among other issues, we must be aware of the participants in the complex purchase process, from the moment they need for it is created until it is made, and even later. When establishing a marketing plan that seeks to influence buyer decisions, it will be essential to consider these aspects that elucidate how we make our purchasing decisions. But this will not be enough, as multiple external variables will also influence a process as complex as the buyer’s decision-making process. Instead of building a marketing strategy that tries to predict the buyer’s behavior, it is committed to highlighting variables that may influence the decision, also taking into account the rationality and irrationality that characterizes the behavior.
Influenced, but not predictable behavior
Marketing strategies can achieve their objective starting from the premise that it speaks of behavior that cannot be predicted but can be influenced. The construction of brands is a clear example of the importance of differentiation when it comes to achieving success or, in other words, provoking the decision to purchase products or hiring their services. However, no matter how well built the brand is or whether we have planned the marketing strategy, it is not always possible to convince regardless of how and where we sell it. Among the factors that influence the purchase decision, we can cite from the price, the promotional conditions, the favorable opinions of other users, the perception that the needs are going to be covered, or, at the other extreme, that the emotional impulse makes sense and deserves the purchase. Logically, the same strategy will not be applied when establishing a marketing plan as in specific situations in which the customer is served. However, whether studying a general user profile or taking into account the characteristics of a specific client, the objective remains the same: to recognize their needs and try to understand the different factors that influence decision-making to prepare appropriate strategies. Among other factors that influence the purchase decision in a general way, we can mention the following quality of the product, free shipping costs, having other options, among them some news, the ease of making returns, as well as a friendly environment, which can be anything from a friendly page design to a seller behavior that is helpful without being perceived as intrusive. Depending on your personality and profile, very different variables will come into play, such as motivation, your personality, age, lifestyle, culture or cultural group, and, among many others, the importance given to a good value for money.