A recent article by Forbes discussed the explosive growth of influencer marketing and the impact social influencers have on consumers. We have been telling this story for years and it was great to see it so well summarized by Kyle Wong. He actually closed the article with one of our favorite quotes from Scott Cook, CEO of Intuit- “A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.” Here it is in our office…
The rise of social media has created an opportunity for brands to engage with influencers and help them spread the word about their product or service. Sometimes these influencers have an extremely large following on one or more platforms (blog, Facebook, Twitter, Instagram, Vine, YouTube, etc.) and other times it is about harnessing the power of many individuals that have strong peer relationships. Companies like Maven Social are creating platforms that rewards the “everyday person” to share information about a brand. Our partnership with TapInfluence, the leader in influencer marketing, has allowed us to not only identify bloggers but also social influencers that may have their base on a social platform.
A well constructed influencer campaign not only reaches new consumers, but it also grows your brand awareness, increases links to your site, creates amazing content that can be used in marketing efforts, and follow on marketing opportunities if you collect contact information or followers. There are so many more benefits than traditional advertising. As mentioned in the Forbes article “According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.”
In addition to creating fantastic and highly engaged influencer campaigns, MtoM has licensed Falcon Social to take advantage of their superior social listening platform so that we can engage and have conversations with consumers that are already talking about our client’s brand. We can amplify those messages and encourage word-of-mouth marketing opportunities.