As many brands realize, the best audience to target for marketing purposes are women, and even more specifically – the mother community. These modern day moms are not what they used to be. Today, in between work, social commitments and taking care of families, their primary focus lies in researching new products and services online. Being addicted to social media, they also share their thoughts and experiences online, leveraging their powerful presence to either make or break a brand.
As the name implies, social media influencers are individuals that are very active on social networks such as Twitter, Instagram, Facebook, and more. In addition to having large followings, true influencers have audiences that are highly engaged with their content. As for the content that social media influencers post, it goes far beyond don’t just posting wild selfies to entertain, maintain and expand their follower base; they use their influence to raise awareness on topics they view as important. Continuing with the modern mom example, they use their social networks to praise the brands that minimize their day-to-day struggles, give them a sense of better safety for their children, or help them improve their quality of life in any way.
While the power of social media influencers lies in the extensive reach of their networks, their vast following is not the only reason to add them to your digital marketing strategy. With only 15% of consumers trusting brand messages in social media, authentic and trusted social media influencers have a much better chance of getting your message out to consumers who are willing to listen to them.
In the digital world of today, some of the big brands, such as Gap, Old Navy, and Dick’s are already utilizing social media influencers to boost their online presence, gain rapport with their consumer base and connect with prospective customers in an authentic way. By posting videos and pictures of the brand’s products, reputable influencers are able to relate to the target demographic and encourage vast networks to follow the brand.
For your business, that can mean millions of impressions, thousands of engagements, and hundreds of followers in literally a matter of days, all while showing an authentic, approachable side to your brand and product.
Even with apparent advantages of using social media influencers for authentic engagement with your audience, you can’t use just any influencer to promote your brand. If your influencer is not in line with your core objectives or is not conveying the message you want to be associated with your brand, you can ultimately drive customers away.
To avoid these issues and utilize social media influencer marketing to its full potential, you should:
Track and analyze the results and leave nothing to chance. Monitor your campaign and optimize it in real-time to meet your goals.
For help with growing your business with influencer and social media marketing, please reach out to firstname.lastname@example.org.
Steven Tulman is the CEO of Social Pulse Marketing Inc., a leading influencer marketing agency. He is a social media marketing and sales expert, and an entrepreneur with a passion for helping companies grow through effective online marketing strategies, improved sales performance, and overall customer experience.