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3 Reasons You Should Consider Influencer Marketing to Grow Your Business
As small business owners, most of us have made peace with the fact that social media is here to stay. Not only is it an integrated part of our personal lives, but we’ve also realised how integral it is to growing our business. And, while you may have gotten comfortable with scheduling posts and creating reels, many business owners are dragging their feet at the idea of entering the world of influencer marketing.
The question is…why?
Before you write this article off as not relevant to you or your business, consider this—nearly half of all consumers on social media depend on the recommendation of influencers they follow. That means seeing your product or service touted by their favorite influencer increases the likelihood that they will make a purchase. They may not trust you just yet…but they trust the influencer, and you get to enjoy the benefit of that relationship.
Another point to consider—brands average a whopping $5.78 return on every dollar they spend on influencer marketing.
Still not convinced? We’ve gathered 3 reasons why it’s time for you to embrace the influencer marketing angle in order to increase your returns and grow your business.
1. They Already Have a Strong Relationship with Your Audience
We’re not kidding when we say there is an influencer for every industry. It doesn’t matter how niched your business may be. Do you sell food for tropical ocean fish? There’s an influencer for that.
The beauty of working with an influencer who is already embedded in your industry is twofold. First, you are given direct access to the audience of the influencer when they share your product and services. Second, and perhaps most importantly, you’re getting your product in front of consumers who are already interested in what you offer. Working with an influencer within your field gives you instant access to an eager audience that might never have found you if it weren’t for the influencer’s help.
2. Increases Engagement
We all know how important engagement is when marketing through social media. But getting organic engagement can be tricky. It’s tough enough to elicit likes and comments from followers…and shares often become the unicorns of social media—oft dreamed about but rarely seen.
Influencers are experts at building relationships with their followers and you can use that familiarity to your advantage. When you retain the services of an influencer he or she will post regularly, sharing what they love about your product. As followers make comments or ask questions, you can provide answers or respond to those who post, increasing engagement while building trust for your brand.
And don’t forget to talk to your influencer about other ways to boost engagement. Having your influencer host a giveaway where people are required to follow your page and share posts about your product is a great way to increase both engagement and awareness for your product.
3. Helps People See Your Brand As Authentic
Any small business owner knows it can take years of careful tending to win the trust of potential buyers. It’s no longer enough to just provide a needed service or product within your industry—these days you must also present yourself as an expert within your field…and hiring the right influencer can do exactly that.
We emphasize the importance of finding the right influencer for your business because it matters…it really matters. As mentioned previously, there are influencers for every niche imaginable, and it is a mistake to choose an influencer based solely on their popularity or number of followers. A makeup influencer with 2 million loyal fans will do you no favors if yours is a landscaping company. The pairing doesn’t make sense, and their followers will have precious little interest in your services.
Take the time to find the right influencer whose audience will already have an interest in the products and/or services you offer. There are plenty of platforms available online that can help you connect with relevant influencers. Take Influencity as an example. Here, you’ll have access to their juggernaut of a database that houses no less than 70 million influencers. And, with an easy-to-use filtering system, you’ll be able to find the right influencer for your needs in no time.
Another option is to put on your Nancy Drew hat on and do a little recon work on the social media feeds of your biggest competitors. Which influencers are they working with? What is the engagement like on those posts? This may give you valuable information…especially if they are using local influencers who are recognisable to people in your area.
Like it or not, the days of sales-heavy marketing are gone. In its place are businesses looking to build meaningful relationships with their customers, and influencer marketing is one of the best ways to do just that. Working with the right influencer can help you strengthen customer relationships and enjoy increased revenue. It’s a winning strategy that is most definitely worth your time.
Thanks for reading,
Digital Canteen Team