You’ve got a great product but a limited budget. The competition is steep, but your product is competitively priced. You’re just outspent. Should you consider influencer marketing to promote your product? Yes!
1. Influencers are a great way to seed the market when launching new products to get early buzz. Just pick influencers that are the right brand fit and passionate for your product.
2. Content is key for promoting your product. People like to make informed decisions. But content needs to live everywhere because people are channel-agnostic. Influencers love to syndicate the content they create for brands across all of their owned channels like Facebook, Twitter, Instagram and Pinterest, for example.
3. Influencers can teach shoppers about your products through relevant content that consumers trust. They can create unboxing videos capturing the excitement of receiving the product to showing step-by-step usage of the product highlighting lessons they learn. And studies show 92% of people trust peer-to-peer content. (Nielsen)
4. Don’t forget blogs. They are the third most influential resource for driving purchase of your products. (Technorati)
5. Influencers can help explain difficult to understand products through video content: how tos, unboxing videos and more. Your product gets the triple benefit of their influence, great content and the trust they’ve built with their audience.
6. Influencers are great at creating unexpected and new use cases for products.
7. Influencers can bring new audiences to your product your brand might not already attract.
8. The best influencers are looking for a relationship with a brand. Don’t use rent-a-blogger platforms for promoting your product. You’ll get little to no value from picking influencers from a database.
9. Leverage influencers, along with social media, to connect with audiences to learn more about what you are doing right or wrong in promoting your product. People are happy to be helpful.
10. Make the product great and word of mouth will make it happen. Great promotion won’t help sell an inferior product.
Bottom line, every new product launch should have an influencer campaign as a part of the marketing mix. Influencers can create early buzz and conversations, long form content, amplify your traditional marketing efforts and more. And ultimately bring in new audiences.