Influencer marketing is not a new concept. Public relations professionals, journalists and forward-thinking marketers have been executing some form of influencer marketing for decades.
While that may be the case, times have changed.
The expectation for influencer content marketing has evolved, which means consumers have higher expectations and the influencers themselves are more particular about who they partner with. However, our Influence 2.0 report with Altimeter Group and Traackr found that 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.
Last week at Social Media Marketing World, TopRank Marketing CEO Lee Odden took the stage to help marketers transition influencer marketing from something they’d like to do, to something they can execute strategically.
Interest in Influencer Marketing is on the Rise
According to Google Trends, the interest in influencer marketing has outpaced email marketing, SEO, social media marketing and content marketing.
What is Influence Really?
Often, influence is confused with simply having a large social following. According to Lee, there are five areas that make up influence:
- Personality
- Passion
- Popularity
- Persuasion
- Power
Not every influencer (even good ones) are going to have all five nailed down. Some may have a combination of passion, persuasion and power, but don’t have the popularity. That’s why it’s essential to include different types of influencers into your content programs such as brandividuals, niche experts, internal experts, up-and-comers, customers and prospects.
How Can Influencer Marketing Help Solve Common Marketing Challenges?
Marketers are experiencing challenges in every…
