Impact of Influencers and Content Creators on Digital Marketing

Posted October 20, 2020

In Digital marketing, Social Media Marketing

It is not easy to develop a brand in today’s digital age and market it without developing an effective digital marketing strategy. Apart from building a strong sales and marketing team, it is equally important to connect with influencers of various social media platforms like Facebook, YouTube, Twitter, Instagram and YouTube.

Influencer marketing helps businesses to connect with their audience more naturally

One of the best ways to reach out to your target audience is by collaborating with influencers sharing the same demographics of your core market.

For example, to market laptops with backlit keyboards, teaming up with a lifestyle influencer or beauty blogger won’t help you connect with the right type of followers who are interested in buying gaming laptops. You need to collaborate with gamers and designers to a product such as gaming laptops. Influencer marketing helps businesses to connect with their audience more naturally, subtly and directly. These marketing methods are more effective than forced marketing.

Just as your own social media presence is vital for the growth and success of your brand. Similarly, having some form of an online presence on other brands’ social networks is an effective way to promote your business online. Both methods are of equal value if you want to make your digital marketing strategy a success in the current times.

Influencer vs. traditional marketing

Forced marketing comprises of traditional marketing techniques including TV commercials, newspaper and magazine ads, etc. Today, a buyer needs to see relatable content online. And the secret behind online influencers’ success is that they can connect with their followers more organically and naturally.

Similarly, brands need to adopt the same approach if they want to connect with the new age consumer.

Influencers and the demographics of their core followers

By collaborating with influencers online, brands and businesses are making them a part of their digital marketing strategy and their marketing team. However, by simply collaborating with anyone online won’t help you get the desired result. You need to check for the online presence of these influencers and the demographics of their core followers.

At times, many influencers get involved in various controversies that may affect your business’s image and brand value. However, there is no way one can to prevent any unforeseen controversies beforehand. There is always a certain amount of risk that brands have to take while collaborating with influencers online.

Any old video clip or even a candid picture posted online is enough to stir up social media influencers’ controversies online. Therefore, you always need to have a back up plan ready in case of such unwanted situations.

Don’t forcefully team up with an influencer

It has become pretty easy nowadays for potential buyers to know if an influencer is endorsing a certain product that he loves or doing it just for the sake of it.

In most cases, if an individual influencer is marketing a certain app, product, or service forcefully, he is bound to make mistakes while explaining the pros and cons of that product with its followers online. Therefore, don’t forcefully team up with an influencer if he isn’t interested in your goods or services and doesn’t use them personally. You need to hire those influencers who can not only endorse your product but actually enjoy using it.

Becoming ambassador of your own goods and services

Another way is to become the ambassador of your own goods and services. This concept is certainly not a new one. From actors, rappers, athletes to singers, all are seen promoting their brands the same way any regular influencer would. Whether it is posting stories, pictures, posts, or tweets online, these celebrities are seen marketing their products on various social media platforms.

While some influencers are founding members of the brands they promote, some work as a partner. Many international makeup artists collaborate with popular makeup brands like Sephora and Morphe by coming up with their signature makeup kits. All these marketing techniques fall under the category of influencer marketing, which is rapidly becoming an integral part of new and existing businesses’ digital marketing campaigns.

Influencers act as a connecting medium between the buyer and consumer

Forced advertising is something that cannot resonate with the ideologies of today’s generation. Nowadays, consumers prefer to buy goods and services of those brands that can connect with their consumers.

Influencer marketing is something that helps businesses do so in a more effective and personalized way. Moreover, it is practically impossible for businesses to connect with each buyer on an individual basis. Therefore, influencers act as a connecting medium between the buyer and consumer.

Getting genuine feedback

If businesses want to explore new opportunities and want to diversify their audience, then they can easily do so by collaborating with influencers catering to that particular audience or market. This way, businesses can save their time and marketing expenditure by simply teaming up with these influencers online. Getting genuine feedback is crucial if you want to stay relevant as a brand in the long run.

At times, customers feel hesitant or simply disinterested to directly give feedback to a particular brand regarding its goods or services. However, it becomes easy for businesses to get genuine feedback and reviews from customers through online influencers.

For example, if an influencer promotes a particular product on his YouTube channel or Facebook page, chances are their followers will post comments regarding the video and the products itself. They will share their first-hand experiences regarding that product and share other alternative products or services they use.

Such information is almost impossible for businesses to collect on their own. It will also take a lot of time and budget to conduct surveys and polls to get this type of information. And in most cases, the feedback won’t be as genuine and raw as you get through such influencers’ social networks.

Marketing your goods to international audiences

To market a particular product or service globally to international audiences is not an easy task. You need to spend a lot of time coming up with a strategy that would work in the international market. The likes, dislikes, and personal preferences of consumers differ based on the country they belong to. And customizing existing marketing campaigns for different markets is not an easy task.

However, through influencers, you can easily market your goods to international audiences without spending extra cash on developing and customizing your marketing campaigns.

In conclusion

Those businesses that don’t have a big marketing budget can opt for digital marketing agency services to hire relevant influencers for them. Such companies often have a pool of such influencers and are directly in touch with them. They can help you select the right influencers according to the type or niche of your brand.

Looking for a Digital Marketing Company in Delhi? Get in touch with us and we will cater to your requirements with our services. Our comprehensive services include; website designing, SEO, Content Marketing, and social media marketing.

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Pratibha

Hello! I am an Digital Marketer & Content Developer by profession and a keen learner by passion. I work as a Project Manager with ICO, and hold a total learning experience of 10 years. When I am not working, I am exploring new places and cuisines with my family and friends.

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