Influencer marketing is growing quickly, and as the space expands, new terms are assigned to describe the varied capabilities therein. While many of these terms stand alone, they are often used interchangeably with influencer marketing, muddying the understanding in the market as a whole.
Let’s explore 5 of the most-common terms that are used in tandem with influencer marketing. Here’s what they mean, and how they relate to the strategy overall.
WOM, an acronym for “word-of-mouth”, is one of the root concepts of influencer marketing. It refers to the passing of information from a known and trusted person to another (or many) in their circle, either online or offline. To take it a little deeper, WOMM is a spin-off, referring to word-of-mouth marketing. The persuasive power of WOM in marketing is amplified by the personal relationship that’s inherent to the experience. As an added bonus, WOM rarely stops at one interaction: if your product is worth it, one person will tell another, and that person will tell three more, and those people will spread the message further than a brand alone ever could—at little or no cost. Influencer marketing is WOM for the digital age: infusing an age-old interpersonal experience with the power to broadcast across digital channels.
Buzz marketing is a viral technique that focuses on amplifying the word-of-mouth potential of a marketing campaign. There are many different ways to go about this, but the most common is instigating conversations with consumers’ family and friends or facilitating discussions on social media—often led by influencers. By getting consumers talking, companies using buzz marketing can boost consumer awareness for the campaign in question, escalating its results. However, it’s crucial for brands to understand that genuine buzz is difficult to manufacture. Influencers provide an effective solution to this issue: consumers are generally more willing to participate in buzz when it’s instigated by someone they can relate to.
Earned media is essentially views to an offer or piece of content that the marketer did not directly pay for. Some of the most effective ways to attract earned media include SEO and social media amplification. The goal is to try and make the content accessible so that people will continue to find it without the brand having to pay to “serve” it to them. One great way to do this is—you guessed it: influencer marketing. While the influencers themselves represent paid media, they set off a chain of views and shares that extends far past their own audiences.
A brand ambassador is a person who is hired to represent a brand in a positive light. The best brand ambassadors align with their brands for a long period of time, and they don’t just distribute coupons on behalf of the brand; rather, they strive to embody the brand in personality, demeanor, and values. Brand ambassadors are powerful because they provide a face that consumers can see and interact with on a personal level. Ideal influencers are brand ambassadors; rather than just aligning with a brand for a one-off campaign, they maintain and enduring relationship which strengthens their perceived level of connection with the brand.
Content marketing is the process for creating and distributing relevant, valuable content to attract and engage a clearly-defined target audience. The idea is to provide consumers with content that goes beyond a sales pitch, adding value for them in other ways and ultimately changing their perception or behavior toward the brand for the better. The end goal of content marketing is, of course, to drive new or repeat sales. Influencers are powerful partners for content marketers because they can relieve the burden of content creation and distribute their creations to their audiences. An added benefit is that these audiences have opted-in to the influencer’s content, choosing to follow them because they align with the topics they cover.
So there you have it: influencer marketing is a complete marketing channel with many different moving parts. Are you interested in seeing what it can do for your business? Click below to contact us today.