This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of The ROI of Influencer Marketing . This webinar featured Eric T. Tung, Brand Ambassador for companies like Ford, Microsoft, Verizon and MasterCard, Kathleen Hessert, CEO of Sports Media Challenge and Eric Berkowitz, SVP of Global Services at Tracx . This webinar was sponsored by Tracx . We discussed ideas and tips from finding influencers for your brand to calculating ROI on your program.
Influencer marketing emerged seemingly overnight. Brands first started paying YouTubers for sponsorships a few years ago and now there are over half a dozen primary influencer marketing channels (YouTube, Instagram , blogs, Snapchat , Periscope, Twitter, Facebook). In 2015 alone, interest in influencer marketing has more than doubled within the year. This is a significant increase from the previous year which saw almost a 40% increase ( YouTubers for sponsorships a few years ago and now there are over half a dozen primary influencer marketing channels (YouTube, Instagram , blogs, Snapchat , Periscope, Twitter, Facebook). In 2015 alone, interest in influencer marketing has more than doubled within the year. This is a significant increase from the previous year which saw almost a 40% increase . With many brands and advertisers struggling to capture substantial ad viewability due to the rise of ad blocking, many are looking to top social media influencers as the new publishers of tomorrow. Many brands are now dedicating a significant portion of their marketing budget directly for influencer marketing.
A lot of what it takes to be smart when it comes to marketing is realizing the obvious, and acting on it. So it goes with a new article by Kyle Wong in Forbes, "The Explosive Growth Of Influencer Marketing And What It Means For You," which explores influencer marketing and its growing importance.
I don’t know about you, but my most successful marketing strategies have been creative, slightly outside the norm and inspired by some really cool marketers. So, since marketing can drain the energy levels with a neediness for constant creativity, I have found a few ways to make sure my marketing always has that “spark,” even when I’m not feeling especially sparkly or creative.
Success in social media marketing comes from consistency and understanding your audience . Consistency is the easy part here, just stay focused on your campaigns and keep working hard. But how do you understand your audience, and more importantly, how do you make a lasting impression on them
If you’re like most marketers, you’ve talked (and tried) to go big and recruit celebrities to advocate for your cause or product. While it’s true that the right celebrity can massively raise your campaign’s visibility, if they don’t already know you AND have shown past interest, you could waste valuable marketing resources with nothing to show for by going after the wrong influencers. The key is to identify the right types of influencers, who already know you and have substantial social reach on relevant topics.
Unlike what most people would have you think, becoming an influencer online doesn’t have to be rocket science, nor should you have to wait for years to become one. And the good news is, you don’t have to spend hundreds of thousands of dollars either. With the right marketing strategies, persistence, and a little bit of luck, you''ll be on your way to being an influencer in your own industry.