Should My Business Use Influencers

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The term “Influencer” is a buzz word in the digital marketing space with good reason, large brands like Beats by Dre, H&M, and Samsung (to name a few) all know the importance and power of personalizing their marketing in the digital age to individuals rather than the masses.

Partnering with influencers helps brands customize their message to the influencer’s very specific audience, usually giving the influencer freedom to promote the brand in a manner native to their channel or platform (i.e- Youtube, Instagram, Facebook, Podcast,etc….). Think of any individual that has a large following and high engagement rate on social media platforms like the Kardashians.

What is an influencer?

An Influencer is an individual that spent their time building a cult-like following (anywhere from the 10,000s to the millions range) that love their personal brand and content usually in a very specific niche. Some examples of influencers are fitness experts/personal trainers, Vloggers, Athletes, Makeup artist, and celebrities just to name a few. There are influencers in virtually every industry out there which means A LOT of opportunity for brands of all sizes.

 

The Problem For Small Business

Unfortunately, small business owners have nowhere near the marketing budget as these billion-dollar corporations and limited to a localized market such as your city and/or region.

So this leads to a series of questions: Should my small business use influencers to grow brand awareness? Does my industry have an influencer(s)? How much should I pay an influencer? Where do I find an influencer?

 

These are a lot of valid questions to ask, but for now, I will address if your business should use an influencer or not.

 

Best Industries for Influencers

1. Fashion/ Beauty

2. Travel/ Lifestyle

3. Celebrity/ Entertainment

4. Sports

5. Health/ Fitness

 

These are industries that live off of visuals and vanity, and they just so happen to be the highest frequency content providers on social media platforms such as Instagram, Facebook, and Pinterest.

 

If your industry happens to not be on this list don’t you worry, ask these questions first:

Are there individuals or relatable organizations (not competition) in my industry with strong local followings?

Does my business offer a service that their followings can benefit from?

Am I willing to barter products/services for this exposure? i.e: Free cryotherapy sessions for two months

 

If you answered yes to these three questions, influencers might be a nice little boost for your brand awareness.

 

But just be warned; influencers are not the end all be all, they are simply an accelerated path for brand exposure. If you are willing to partner with an influencer we recommend you create a 6-month plan with them to make sure you get your money’s worth and make sure they have call to actions to visit your business or provide promo codes to track the success of these influencer campaigns.

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