In today’s digital age it’s nearly impossible to catch the attention of your desired customer without very targeted ads or a household name. Influencers are changing that game. PR agencies are now sending their products to influential social media accounts or bloggers for review and to be shown or talked about on their platform. These influencers are very likable and trustworthy – making them the ideal person to be talking about your product.
Earned Media is More Trustworthy
Nielsen discovered that 92% of people are more trusting of earned media than any other form of advertising and the use of influencers is helping skyrocket that number. Influencer marketing largely focuses on building awareness around a brand, and that initial contact with the brand comes best from a trusted source. However, consumers from all areas of the purchase journey come into contact with influencers, and that is why brands can indirectly influence their purchasing decision and shorten the sales cycle. Customers are searching constantly for value in their daily social media interactions, and being able to communicate that value through a trusted influencer with relevant solutions will be what shortens your sales cycle.
Social Networks Influence Buying Decisions
According to the ODM Group, 74% of customers rely on social networks to make purchasing decisions. An influencer’s reach is through social media, and their network is much larger than your company’s own. The social networks were born to connect people around the world, and the base of that began with family and friends. Seeing product placements in line with a customer’s social media feed helps to familiarize the customer with the product in a more organic environment. Traditional advertisements no longer catch the eye of consumers, they know the game and are hitting ‘ignore’. When a product is introduced to them by someone they trust in an environment they are familiar with, they are more inclined to make a purchase.
Influencers Build Good, Loyal Networks
Influencers are good at building their social networks based on good product or service recommendations and interacting with their followers. This increases loyalty from their followers, along with increased trustworthiness and influence. Working with an established influencer in your industry could be very beneficial because of that strong loyalty and trust. Earned media is one of the most powerful marketing tools, and by receiving positive points from large influencers, your brand awareness will grow.