An integrated marketing strategy is imperative in this day and age, and influencer marketing should be a part of that approach.
EVERYONE knows word-of-mouth marketing is extremely valuable. MOST PEOPLE know social media marketing cannot be overlooked at this point. SUCCESSFUL MARKETERS know an integrated marketing strategy – bringing together traditional, mass media, digital, social media, PR & guerrilla marketing tactics – is the goal, and the most impactful way to grow brands.
There are plenty of articles on branding and advertising, and you can’t login to social media or step into a coffee shop without seeing a social media “guru” (which I personally think sounds like they should be arriving everywhere on a flying carpet). The missing link for many is the whole “integrated” part, ensuring all activities are working together (in their own way) toward the same goals to grow said brands. If you have that figured out, GREAT! If not, email me at Landon@DoubleLBrands.com and ask about fractional marketing leadership offerings. (PLUG!) :)
Influencer marketing and all the guerrilla marketing tactics that come with it is a whole other animal, one that I know well. Maybe it’s because I grew up in the streets slinging drugs like 50 Cent, so I know the hustle? Don’t think so, because I’m a geeky redneck from Louisiana and that’s a lie… I think it’s because I’ve worked with a lot of small brands (and budgets) and over-committed myself to big brand results, meaning I had to get CREATIVE to get the word out and drive profitable results. Influencer marketing, or using influential brand advocates to spread the word on your brand’s behalf, is essentially a more modern method of word-of-mouth marketing – which we already agreed EVERYONE knows is extremely valuable. It’s also a method that can drive HUGE amounts of awareness and direct purchase if done correctly.
Example: A local fashion brand (let's say Aftershock London) connects with 10 influential bloggers and social influencers whose content aligns with the brand’s style and values. The influencers are given the opportunity to wear the brand’s maxi dresses, snap/tag Instagram photos and share with followers, including a link to purchase the collection. A campaign like this could easily reach 25K-400K+ targeted consumers, and by including a link to purchase, sales of the maxi dress and collection have the potential to skyrocket.
How?: Brands can lean on their local network to make these connections, can have a PR firm handle the leg work or can use one of a few platforms out there to connect with influencers. If they’ve created the right campaign, have all brand assets in place (website, landing pages, inventory, etc.) to capitalize on this campaign, connected with the right tastemakers (targeted, passionate about the offer, etc.) and done so without spending too much time or money, they’re in a good spot and ready to launch!
This is obviously a VERY high level post on the topic, please don’t hesitate to reach out via email and call me out for something or ask any questions. Also, a shameless plug for INSTAHYPE is being inserted here, as this is a new (SIMPLE) email service brands and agencies can use to connect with influencers. Brands just enter campaign info and specs here (http://instahype.it/brands), and it's shot out to influencers via email – then the targeted connection happens (without much time spent by the brand/agency) and BAM, magic.
Again, if you have any questions don't hesitate to reach out --- People helpin' people!
- Landon