The new year is approaching. Time to dust off your tennis shoes and make sure your gym membership is still active. (Perhaps only to give up on your New Year’s Resolutions a month later. But, sure, this year will be different… Right?)
Believe it or not, the goals and expectations you may be setting for yourself have a lot of overlap with what goals and expectations you should be setting for your brand or business. In order to be a dynamic, credible brand, many of your brand values should be human-esq.
As you plan for the New Year, set goals for yourself in the marketing space – with clear “next steps” on how to achieve them. Here are a couple of ways influencer marketing can help achieve the brand goals and qualities you set for 2018 and beyond.
It’s no secret that influencer marketing has a major leg-up on traditional advertising on many different levels. It has been around long enough that marketers are starting to understand not only how different the type of content that reaches the consumer is between the two, but, subsequently, how different the consumers’ reaction to that content is.
Here, the value in influencer marketing lies in its authenticity. An influencers’ job is to experience, promote, and show how well a product fits in their own lives. Reading or viewing a product promotion is much more genuine coming from a real person than from a highly edited and manicured advertisement (commercials, radio ads, billboards, etc).
A recent Forbes study showed that 43% of millennials rank authenticity over content. If your influencer posts reek of brand micromanagement (forced branded copy, trademark™ and registered trademark® symbols running rampant, etc), viewers will be less inclined to buy into the idea or product that is being promoted, whether they realize it or not.
Make sure you value your influencers’ creativity and input, because, after all, that’s what the audience trusts. Influencer marketing can help you achieve the level of authenticity you want in your marketing plan and remain genuine in your audiences’ eyes.
On a similar note, it’s important to position yourself as a brand that allows the consumer to trust you.
After years of traditional advertisers setting the precedent of making inaccurate or exaggerated promises, caricaturing their product (or their competitors’), and trying to earn their customers’ attention at all costs, consumers developed a distrust and sometimes even an aversion to goods advertised this way.
Utilizing influencers are your key to combatting that, and, in turn, earning the trust of your audience. It can be risky putting your product in the hands of real people demonstrating their real opinions to thousands of viewers, but the payoff is worth it. When marketers trust their own product enough to put it in the hands of influencers with such a wide social media presence, they earn the trust of their intended audience.
This holiday season, remember how important it is for consumers to make a connection with your product. It just so happens, the best way to achieve this is with influencer marketing. Remaining authentic and earning your audiences’ trust should be at the forefront of your marketing objectives – and what better time to implement that than the New Year.