Who Is An Influencer In Marketing

Who Is An Influencer In Marketing

“Marketing via influencers” builds on the trust consumers have in others’ recommendations, whether the suggestions come from family, friends, or authority figures in the industry. It seeks to find influencers who are willing to share a product or service with their audience because they believe in the product or service.

Connecting with Key Influencers

For marketers, influencers are powerful connections because they trust an audience. An influencer’s recommendation creates both credibility and greater awareness for the product or service recommended. Some marketers find this the most successful marketing technique they can employ. Depending on the mode of the recommendation given, a recommendation from an influencer may result in:

This technique, however, requires companies to identify, connect with, and ask influencers for recommendations. Below is a guide on using the power of influencers for marketing.

Who is an Influencer

An influencer is anyone who has some relevant audience that trusts them. The audience may be as small as a single-family member or as large as a nation, and the degree of trust will also range. Companies benefit most from connecting with influencers with large audiences and are highly trusted. These people can be found on blogs and social media or even recognized celebrities.

How to Identify an Influencer

Manual research is one way to identify influencers, but it is a resource-intense method. Many tools now help companies reduce the labor involved in finding and identifying key influencers. Tools like BuzzSumoTap InfluenceKlout, and others range in features and prices. These tools crawl social media platforms to find influencers and identify their audiences. These programs present marketers with the metrics used to identify influencers through a dashboard.

How to Engage an Influencer

Influencers are rarely keen on recommending unfamiliar products from companies they do not know. Engaging an influencer requires building a relationship with him or her. Most successful strategies start by sharing the influencer’s work with other people, commenting on their blogs or social media pages, and interacting with their audience. Only after the beginnings of a relationship have been forged is it appropriate to reach out and ask for a product or service recommendation. However, some influencers engage in affiliate marketing, so you could explore this as an offering depending on the nature of your industry.

Influencers on News Websites & Blogs

A specific kind of influencer is good old fashion journalists and reporters. For TV, newspapers, and of course, online magazines and blogs. Finding key media contacts relevant to your business by geography or niche is a powerful method to gaining quality coverage. These media pros often create stories that are relevant to your business, and they could use some inside insights. As with other influencers, you will also have to build a relationship with these professionals. Some platforms help you identify and connect with these media professionals, and some PR agencies offer this as a service.

Read our page on targeted press release distribution to learn more specifically about engaging new reporters and journalists.

Bottom Line

Gathering a list of influencers in your company’s industry and building relationships with them can accelerate your company’s marketing efforts. Remember, though, reaching audiences through key influencers is all about building relationships.


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