It would be extremely unusual to discover a digital marketing budget in 2016 that does not allow for investments in content marketing and SEO. However, if you want to really boost the overall impact of your online campaign then you need to include influencer marketing.
With the right type of influencers, you will be able to considerably enhance the discoverability of your brand as well as develop your audience thus boosting reach, results and ultimately, return on investment. Some solid reasons to include influencers into your current content and SEO campaigns:
Investments Have Already Been Made By You
Irrespective of whether the focus of your online marketing campaign is organic or paid search or a combination of both, you need to keep content marketing at its core.
Once you have established a strategy for the content, you are all set to attract the target audience to your website. You just need to invest in techniques and tools such as SEO, native ads, PPC, email, etc. so that your audience base can be developed.
It can prove very effective to add influencer marketing to increase the reach of your existing campaign. You can also get an entry into new sources of audience though influencers by leveraging their access to such target markets.
A recent digital marketing study revealed that 40% of the companies consider influencer marketing in their budgets, while the rest 60% are yet to leverage this technique. Given the fact that influencer marketing has already proved itself to be among the most cost-effective methods for customer acquisition, it makes eminent sense to include influencer marketing in your existing campaign.
Influencers Are the Doorkeepers to Your Target Audience
The overriding mission in the lives of digital marketers is to attract the target audience to the website.
Among the best ways of doing this is by making sure that the content is of very high quality, and that it is structured in such a way that consumers are assisted in making purchase decisions.
However, getting the attention of the target audience with content is a job that is not as easy as may be generally thought. Consequently, digital marketers are constantly on the lookout for smart ways to get noticed by the target audiences, and that is what a typical SEO course will focus on.
It is quite likely that every customer or potential customer that you are trying to reach has an account on one or more social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, etc. and they are already following some influencer or the other.
Using sophisticated software and well-defined parameters, you can find your target audience whose interest can be addressed effectively by your products and services. Using this technique you can find influencers who have the interests that can be fulfilled by your brand, and then you can reach out to them.
However, you can only succeed by first being able to win the trust of these influencers. It is only after you have managed to impress them that they will start communicating positively regarding their experiences with your brand to their followers.
There are many models of influencer engagement, and you need to find your best fit. However, be sure that results will not come flooding in overnight because it can take a pretty long time for the relationship to be cemented. It is also imperative that you keep on monitoring your influencer engagement so that you can measure its effectiveness in generating sales.
There is little point in building great content if it cannot be distributed effectively through the various digital marketing channels such as email, SEO, paid search, social, and more.
Influencer marketing can be a very important element of content distribution because every single member of a social media platform is potentially your content marketing agent.
Content distribution is so important that experts are of the opinion that nothing less than a quarter of your digital marketing budget should be allocated to it. Current studies reveal most digital marketers have not yet woken up to the opportunities that can be opened up with influencers distributing your content.
Word of Mouth – Trusted and Potent
Virtually every marketer knows how powerful word of mouth is because of its very high credibility. Studies reveal that 80% consumers trust recommendations made by family and friends, while two-thirds report that they are also inclined to rely on opinions expressed by other consumers.
In a way, influencer marketing is nothing but an attempt to leverage the trust factor of word of mouth digitally. Since word of mouth is reported to be influencing anything between 20-50% of purchase decisions, it makes influencer marketing a very logical choice for digital marketers.
Author bio: Serena Smith is an experienced SEO practitioner with experience of optimizing websites across diverse industries. Passionate about the subject, Serena runs a structured SEO course that is focused on instructing web developers to integrate SEO into their projects.