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August 23, 2017
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Every business is online today, and in the modern world of social media, that means more than just having a website. You have to have profiles on all of the major social media sites plus a blog that you update regularly. It’s even starting to mean creating videos and podcasts. However, having all of these online marketing items doesn’t do much good if people aren’t seeing them. That’s where online influencers come in. These influencers help drive people to your social media profiles, eCommerce site, and physical store. Many people wonder how they actually do this.

What Is Influencer Marketing?

Influencer marketing revolves around people who are considered influencers. These individuals have the ability to influence potential buyers and can actually change the market by promoting or even by mentioning products or services.

Influence marketing isn’t a new concept, either, but it has become much more effective thanks to the internet. In fact, influencer marketing has been around since the 1940’s, when a study looked at various types of communication. This study was conducted by Paul Lazarsfeld and Elihu Katz and looked at the 1940 presidential election. It determined that most people were actually influenced not by information that came directly from the candidates, but by information from second-hand sources and from the opinions of people who were considered authorities or experts.

Follow-up studies and historical analyses of various events hold this conclusion to be true. Today, influencer marketing is more apparent than ever. That’s why you need to take advantage of it for your business. If you’re not sure how, you can partner with an influencer outreach service.

Who Are these Influencers?

Anyone with enough following on social media can become an influencer if they’re considered an expert about something. However, most influencers fall into a number of different categories.  Celebrities are one of the most well-known groups of influencers. In fact, it’s easy to see how influencers work by looking at Oprah Winfrey. When she was doing her daily talk show, she started a book club. Any book she selected sold thousands of copies almost instantly. Her influence over her viewers gave her tremendous ability to determine what products would be successful.

Other influencers include journalists, industry analysts, and advisors. Brand advocates can also build up a large amount of influence over others. For example, well-known technology reviewers can advocate for their favourite brand of computers, mobile phones, or tablets, and those who trust these reviewers will follow their advice.

How to Make the Most from Influencers

Your outreach partner will first identify which influencers have pull in your industry. Then, they will market your business to these influencers. The first thing that you need to do is to convince these influencers that your business is right for their followers.  Once that is done, you can then market through these influencers. This can be done by making posts on social media that these influencers then share with their audiences. If all goes as planned, you’ll soon find that many of their followers become your followers, as well.

Casey Kane

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