Influencer marketing is one of the most popular digital marketing strategies in the world today. As a form of “word of mouth marketing,” it uses the reputation of another professional in a specific industry or sector to drive attention towards a budding or existing brand.
In a world where people are becoming increasingly cynical, influencer marketing taps into a growing need for customer proof to help businesses resonate with their target audience.
The question that most companies are asking isn’t whether to use influencer marketing campaigns to strengthen their brand strategy—but when they should start using them to get the best return on investment. Here are a few of the times that companies should consider using influencer marketing:
1. When you need to build trust
According to some studies, around 92 percent of people trust recommendations that they get from people more than they trust the advertisements launched by brands. This statistic remains true even when the customers don’t know the people giving the recommendations. Influencer marketing can be a great way to build authentic relationships with customers for companies who haven’t had a chance to establish their credibility in the marketplace yet.
2. When you’re worried about ad blockers
Today’s customers see thousands of different ads every day, which has led to a rise in the amount of ad-blocking software downloaded onto standard browsers. People are sick of seeing ads so they’re actively ignoring things like display and banner ads—even when they manage to make it through ad blocking software. Influencer marketing circumvents ad blocking software by delivering a visible and authentic message to customers wherever they might be.
3. When you have a tight budget
A lot of companies assume that they need to have a huge marketing budget to make the most out of their influencer marketing strategy—but that doesn’t necessarily need to be the case. Actually, influencer marketing can be very affordable—particularly for brands that decide to use micro influencers rather than appealing to big-name celebrities. Additionally, the customers that come to a company through influencer marketing tend to stick around for longer- which improves their lifetime value.
4. When you want to target a specific group
While some companies assume that the best thing they can do to boost their profits is target the broadest audience possible—the truth is that most businesses acquire stronger customers when they refine their efforts. Because influencer marketing pushes companies to reach out to a very specific audience it helps to ensure that all of the leads that come from a marketing campaign are relevant to the brand. This can mean a greater return on investment.
5. When you need help with SEO
Finally, a good time to use influencer marketing can be when a business needs extra help with their SEO strategy. Influencer campaigns can help to boost brand search rankings through back links and social credibility. Apparently, user-generated social posts make up about 25 percent of the search results for the 20 most popular brands in the world.