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Get others to sell your products — without commission

December 26th, 2017 by Bob Bly

Subscriber MI writes:

“‘Influencer marketing’ drives me crazy. Many outdoor
businesses are joining the trend to hire athletes to promote
their products.

“At an industry conference, I asked one ad agency rep what the
return on investment was on influencer marketing. His response
was void of examples. He told me it boils down to brand
awareness.

“I think there are better ways to sell because influencers fail
to mention ‘what’s in it’ for consumers who use the products they
are sponsoring.

“I’m an outdoor recreation junkie, so I’ve been using the gear
and clothing these athletes are promoting for decades. But
instead of telling me how to use rock climbing gear more
efficiently so I can climb faster, influencers tell me stories
about their climbing adventures.

“I could be missing something, but I don’t understand the draw to
use this marketing strategy.”

Let me see whether I can give a quick answer here….

To begin with, an “influencer” is a person who can influence the
actions, behaviors, and opinions of others.

Influencers exert their sway online primarily through blogs,
online newsletters, content, and social media including Facebook
posts, Pinterest boards, YouTube videos, Tweets, Instant posts,
Snapchat stories, and more.

Influencer marketing works because, as shown in research from
Nielsen, more than 8 out of 10 people use recommendations they
got online from an influencer to make a purchase decision.

The leverage online is this: If you just tell a neighbor you like
a particular bar in your city, you’ve influenced that one
neighbor.

Back in the day, we called this simply “word of mouth
advertising” … or in business and professional services “referral
marketing.”

But a bar blogger who recommends a pub can influence hundreds of
his readers to give that watering hole a try — so influencer
marketing is often more effective online than offline.

For instance, Ace Hair enlisted actor Josh Peck, who has over 4
million Instagram followers, as an influencer.

The most effective offline influencer marketing is through people
who reach a wide audience in traditional print media — magazines
and newspapers — as reviewers, critics, columnists, or other
trusted resources who recommend products and services.

Why does influencer marketing work? According to the 2016
Influencer Marketing Guide, “Influencers draw passionate audience
that engage with their content and actively take part in the
community conversations that stem from it.”

An article in Forbes reports that 85% of marketing communications
professionals worldwide will launch at least one influencer
marketing campaigns within the next 12 months.

Done right, influencer marketing is like having another team of
sales reps out there selling your product or service for you —
only in most cases they are doing so for free.

And they are often your most effective sales reps, because they
are credible experts or respected celebrities, and their
recommendation of your product more effective because it is an
endorsement.

I wish I could steer you to a report or info product of mine on
influencer marketing, but it is largely outside my wheelhouse and
so I have none.

If you offer or can recommend resources on influencer marketing,
please email me at rwbly@bly.com so I can share them with your
fellow Direct Response Letter Subscribers. Thanks!

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This entry was posted on Tuesday, December 26th, 2017 at 1:46 pm and is filed under Direct Marketing, General, Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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