Marketing Under the Influence: Why You Need Influencer Marketing

Blog Post by Sarah Malcolm, Chief Digital Strategist at The News Funnel

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It's called a social media network for a reason. Facebook and Instagram are not a running diary of mundane events like eating a taco at lunch. That taco-eating photo happened as part of a special networking lunch and included six tagged professional colleagues, who all liked, shared, and commented on the event. In a way, that’s small-scale influencer marketing: using someone else’s owned network to promote your brand.

Some social media icons have built vast empires of fans, earning the distinction of “social media influencer.” How? The most well known names don't just push and push and push content. These leaders engage their audience. They respond to the tweets, the posts, and the comments. They ask questions. They attend events and tag followers. This interaction is what grew their network in the first place. Content leaders leverage the reach of these influencers to increase their social media marketing power.

What is Influencer Marketing?

Social media influencers constructed a brand around their knowledge and their personality. These people are engaging. Think of George Takei from the Star Trek series. He is just as famous for his punny, off-the-cuff social media posts and social activism as he is for his sci-fi role. With the amount of content generation reaching tsunami proportions, it’s easy to get lost in the tidal wave. Influencers are the surfboard that helps your content rise to the top. Brands use multiple tactics to engage with influencers. Some companies choose to actually hire the influencer for native marketing promoting their services or products. Another method is partnering with that influencer for a piece of content, such as a video interview, a blog, or speaking engagement.

Why You Need Influencer Marketing

Influencers are constantly publishing to stay on top of their field. The exposure of your brand to their audience expands your marketing reach. Additionally, social media influencers are not afraid to be themselves. That's how they got popular in the first place. An influencer takes your product or service and spins it using their charm to highlight its benefits. Using influencers introduces your product or service to a whole new audience in a unique, native way.

How to Start

Constantly identifying and engaging the individuals attracting attention in your industry can be time-consuming. Before you can approach the influencer, you first need to build an authentic relationship with them. At The Content Funnel, we offer an engagement package that helps identify and interact with the top influencers making a mark every day in your market. We help clients build their engagement and online presence by building relationships with these identified influencers. Let us help you make the introduction and start influencer marketing today.