Influencer marketing has often been thought of as something that could only work for B2C companies, but as the world has shifted more and more firmly to be integrated with technology, the average person also needed to become more knowledgeable about technology to continue to compete in their respective industries. Now it is more common for highly influential business people to seek out an influencer providing fresh business approaches that keep up with the technology's grueling pace.
So how did influencers become a powerful marketing tool? Let’s look at the reasons why.
INFLUENCERS REACH MORE PEOPLE WITH FEWER RESOURCESInfluencers allow your company to reach a wider range of people, but without investing the time and money needed for traditional marketing approaches like commercials. One viral tweet in the reach of people who fit your target customer is far more effective than a commercial blasted out to many people who will never have any intention of purchasing your tech.
INFLUENCERS REMAIN IN TOUCH WITH YOUR CUSTOMERSInfluencer marketing encourages more engagement than traditional marketing. This allows the influencer to be a bridge between your company and your current or potential customers, making you more aware of any thoughts and feelings your customer base has towards your brand. Incorporating information from these dialogues into future business endeavors would also let your customers know that their opinions matter, which will inspire more loyalty to your company, helping your business to retain customers.
INFLUENCERS USE CONTENT MARKETING
Content marketing is a marketing approach focused on creating and sharing content that attracts a particular type of person, usually an ideal customer for a business. Influencers usually start with posting about one of their passions. For example, someone who constantly purchases Apple products may start a blog reviewing them. Eventually, the blog becomes popular and their reach grows from there.
Through a barrage of blogs, videos, social media posts, and other things shared by influencers, their followers come to trust their opinions and believe that they have knowledge that won’t steer them wrong. When your tech comes into their content marketing mix from a genuine place, those feelings will extend to your company as well.
So now that we know why how influencers can help, how can you connect you tech to one?
FIRST, KNOW YOUR CUSTOMER BASEIf you link your business to an influencer that won’t connect with your customers, then that’s just wasting everyone’s time. Identify who your customers by studying information like their demographics, interests, and motivations. This helps with identifying potential influencers that will speak to their best interest. As your company combs through this customer data, you will begin to notice similarities amongst your customers. This will allow your company to create groupings of similar people with similar goals and challenges. These groups are called buyer personas and serve as representations of your customers.
Buyer personas are often given names like “Manager Mark” to describe them. Manager Mark could be a project manager who's a married father of 3 children. Manager Mark looking for team collaboration software to improve efficiency on his projects from different locations around the world. Businesses can have one or multiple buyer personas. It depends on how viable this persona is as a significant money maker for your company or the potential to be one in the future. When you know more about your customers, it’s easier to determine what type of people, content, and information in general they’re drawn towards.