Marketing budgets are tight and always scrutinized. Influencer marketing has proven to be a profitable and scalable channel, if done right. Learn from the following growth marketing experts as they give you tips on how to growth hack your business through Influencer Marketing:
Kyle Lacy, VP of Marketing at OpenView Partners, and Joseph Cole, VP of Growth at TapInfluence, offered a stellar webinar on September 28 that offered some insight on how to effectively embrace influencer marketing.
Kyle Lacy explained that a customer is a consumer first. In order to survive, a brand needs to make a pleasant experience for the consumer. If a consumer has to struggle to buy a product, they will back out. The brand loses.
Lacy also said that the digital world is completely transforming the way the consumer buys, so marketers are having to make the buying experience better. Furthermore, ads are annoying, so they no longer create a pleasant experience. It is time for marketers to step up to reach people of relevance. Micro influencers have a smaller following, but they have a loyal following, so they are wonderfully effective at engaging consumers and creating the pleasant experience they demand.
Joseph Cole explained that marketers are their own worst enemies with ads. As a growth marketer, how does one cut through the noise to get to the target market? Well, you have to be analytical and live in social markets to succeed. Luckily, influencers live in the social world, so they have a head start.
Cole stressed that growth hacking takes a lot of creativity, so you cannot stifle the influencer’s creativity; thus, marketers need to rethink their relationship with influencers and let them offer their communities, or followers, their authentic voice to a brand. Influencers bridge the gap to talk to consumers naturally without getting in the way. People relate to influencers because it is word of mouth and relatable. Relationship building is important for influencer marketing and Joseph agrees with Kyle: micro-influencers are much more effective for brands than celebrity endorsements could ever be.
Want to watch the entire webinar? It’s on-demand, here.
Rebecca Kovacevich is the Senior Marketing Program Manager at TapInfluence.