May 10th, 2017
How influencers help your PR campaign with Aratxa Sanchez
When it comes to PR and marketing, there are always new trends to follow. You have to stay ahead of the curve, to understand what your target audience are currently responding to. Right now, if you’re trying to create a media buzz around your business then you need to know about influencer marketing.
What is influencer marketing?
Influencer marketing is the term used for utilising key individuals such as celebrities or bloggers to increase brand exposure. Forms of traditional outbound marketing are becoming less attractive to savvy consumers – the public prefer to trust real people rather than a business recommending its own products. With this in mind, influencer marketing is now one of the most effective ways to attract new customers. When done right, it can also offer excellent ROI (return on investment).
Who are ‘influencers?’
Using influencers in marketing has been a tactic used by big businesses for a long time, in the form of celebrity endorsement. However, in this digital age there are now many other online influencers which have the same – if not more – buying power than celebrities. In fact, a US survey conducted by Collective Bias found that 30% of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a famous star. This has opened up doors for SMEs and entrepreneurs to take advantage of low cost influencer marketing.
So there are many different types of influencers, but they fall into two groups:
The rich and famous
Celebrities of all kinds can be used to endorse products and increase brand awareness. Any popstar, sports star or famous businessman could be used as an influencer, such as Al Pacino or Arantxa Sanchez Vicario. Think about some of the most recent celebrity partnerships with brands: Beyoncé and Pepsi, Cheryl Cole and L’Oreal, George Clooney and Nespresso. However they don’t have to feature in a TV ad to help with your PR campaign – they could simply send a tweet or post a photo on social media and it will be viewed worldwide.
Online influencers
The rest are online influencers: bloggers, vloggers, social media stars. These people are just regular individuals who have built up a huge social following, and therefore have influence. For this example let’s use Zoella – she started posting beauty videos on YouTube and now has over 9 million subscribers, and released a debut novel Girl Online from her success.
How they advance your PR campaign
If you can get an influencer on board with your brand, it could be the best bit of PR your company ever lands. First of all, if a social influencer or celebrity mentions your product or brand, millions of people will be exposed to your brand – and trust it – even if they’ve never heard of the company previously. The second advantage is that journalists and media outlets are also likely to take notice of what celebrities and online influencers have to say. Once your product has been reviewed by an influencer, don’t be surprised if it also leads to more media coverage.
Want to find out more about influencer marketing? Check out our second blog in the series, and further your PR campaign by downloading the audiobook PR of 500 Fortune Companies Made Simple.
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