Do Marketing Influencers Really Influence? Or Do Brands?
The critical role of marketing influencers on driving sales and loyalty for brands in both the B2B and B2C space is nothing new. We marketers have been “influencing the influencers” for decades. But the game has changed and continues to do so at a rapid pace.
Now, with all of the technology available, anyone can create videos on any topic, spark viral marketing campaigns, and get instant fame, likes, and tweets on social media and start influencing others in some fashion at some level. As a result, “influencer marketing” is much more complex, hard to define, and much harder to nail. Yet it is also painstakingly more important than ever.
To succeed at influencing influencers to influence purchasers, we need to step back and review some of the basic fundamentals:
First, what really is an influencer who is worth is influencing in today’s market, when just about anyone can pin on that name? It used to be we could identify influencers by the numbers of followers they had on social media. Well, that’s not so easy in an age where likes and followers can be bought, and often are. There are now many other characteristics of “influence” that marketers need to address.
According to an Influencer Marketing post from Feb. 1:
An influencer is an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position, or relationship with his/her audience. An individual who has a following in a particular niche, which they actively engage with.
Given this definition, who are the top influencers today?
Well, according to MediaKix, an influencer marketing agency that aligns brands with social media influencers ruling YouTube and Instagram, the top influencers in the world are young adults who have mastered the ability to entertain millions of followers by making fun of life as we know it today. They comment on beauty or fashion trends in ways that entertain and inform, or engage followers in game activities. Seriously, most of you reading this post will find little if any value in their trendy, narcissistic, and often meaningless tweets; but somehow, these people are influencing millions daily by just doing nothing but ranting or raving on video channels that anyone can access and use.
Yet these influencers with little talent compared with mainstream entertainers who cross over the big screen to the little screen, sell. MediaKix posts examples of influencer marketing campaigns that engaged these “influencers” in marketing campaigns for clients like Kenneth Cole. The marketing influencers show results that include social reaches of tens of millions, story views also in the millions, high levels of social engagement rates, and, of course, increased sales for sponsoring brands.
Marketing Influencers Seriously Influence Sales
Geometry Global and gen.video released a report in 2017 at VidCon that showed 90% of social media users are influenced to make a purchase after seeing content. Categories most influenced by social media content are consumer electronics, fashion food/beverage, health/beauty, and travel.
Quite importantly, they also learned that social media influencers are now the “most effective and trusted source at driving sales, 94% more than friends/family, and more than six times more than celebrities.
When you look at those numbers, its hard not to wonder how traditional broadcast channels are still able to get advertising dollars.
B2B influencers on social media have far few followers than pop culture influencers, who have as many as 80 million followers on Instagram. Yet, the followers they do have pay attention to every word and every idea. B2B influencers ruling social media are those who share their wisdom, ideas, and help others learn from them, without asking for anything in return, other than maybe a follow or like.
By “influencing” others with their intellect and stories that followers can relate to and actually emulate in their own jobs, they have anchored themselves as thought leaders beyond just their tweets or posts. They are authors and speakers. They are executives at companies who are changing the world as we know it, or some aspect of the business world. The leading B2B influencer on social media, Tim Hughes of London, has fewer than 200,000 Twitter followers, which pales in comparison with the consumer influencers who entertain with short, often raunchy, episodes about their daily lives, or jokes about others’ lives. Instead, he tweets his expertise and insights on digital marketing and social selling, and provides tidbits about his personal life. And people look forward to reading everything he says.
The key to a successful influencer marketing campaign for businesses is exactly the above. Make your tweets so relevant and valuable that people look forward to reading your posts and learning from your every word. Another key factor is to spur influence among all areas of your business, not just your leadership. You can light up social media much faster with multiple influencers than just highlighting your leadership and their ideas.
The first step in influencer marketing is to recognize the “influencers” in your own ranks. That’s your staff at all levels, not just the top. Note that many of the top influencers are employees of companies vs. owners or founders. They tweet about what they do, what they learn, and what moves them within the context of their brands and their own personal visions.
Successful employees have a passion for what your business does, and what they do to further your business. And they have intellectual capital and experiences that are worth sharing. As the marketing lead for your company, you can direct social conversations and get people talking about your company, your insights, your value propositions, and even a day in the life of your business.
Here are five ways you can start influencing people at all levels of your industry:
- Identify a Theme a month with which you want to align your company’s expertise. Define talking points that support your position, and potential social media themes to help get those talking points read and shared.
- Build Relevant Content for your employees to share on their business and even personal accounts. Align the content with what matters most to your audiences and write it in a way that creates anticipation for subsequent posts. It’s not that hard, if you know what’s on the mind of your audiences and have even basic writing skills.
- Enable Employees to set up social media accounts, specifically to tweet about your business and industry. Break down those security firewalls and encourage employees to play around on social media on the job and tweet within the guidelines you set.
- Set Guidelines about what can be said, and not per compliance and proprietary issues, and ask employees to tTweet about it.
- Use the Business Pages on Social Sites to Reflect Your Top Leaderships’ Thoughts and Insights, and post regularly. Encourage employees to share those thoughts with the network they build within their peer circles.
By setting up employees at all levels to be influencers among peers at all levels, the awareness and buzz about your brand will grow exponentially. And as we have learned from recent political elections, awareness gets more attention and action than just about anything else. People won’t necessarily remember every tweet, comment, position you take, or every insight or idea. But they will remember your name when it comes to “voting” for brands or partners to consider for business deals.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.