According to IBM, we create over 2 quintillion bytes of data every day. Even more astonishing? Over 90% of what exists today was generated just within the last few years.
That breaks down to millions of bytes, detailing everything from sending out tweets to shopping on Amazon. And while it's easy to marvel at these statistics, it's also easy to see what would get lost in the digital shuffle.
Your marketing message.
So how you can make sure that your branding efforts stand out from the constant noise that's present daily in our lives?
One way is through the use of influential voices in your target communities. Here are a few notes on how to do just that.
Listening to Your Audience to Find the Ideal Influencer for Your Needs
Even with the rush of content inundating us on a daily basis, it's still possible to find the perfect person who can help deliver your message to the masses. How, you ask? By taking an opportunity to truly make sure that you understand the needs of your target audience.
Don't be afraid to reach out to your client base to learn what drives them, how they love to spend their time, what gives them joy. Only then will you get a better picture of the ideal influencers for them.
For example, if you're looking for a way to market the latest boy band with teens, then it would be helpful to gauge the type of communication that they feel most comfortable connecting with. Instead of relying on a platform like Facebook, for example, you'd maybe turn to Snapchat instead. That selection would make perfect sense, considering that the app is increasingly becoming the communication model of choice for youth because of its easy video and filter capabilities.
(Plus, there are a host of Snapchat stars that are just waiting to use their considerable fan bases to move downloads on the iTunes chart)
Personalizing Your Approach
Once you find your rock star influencer, it's time for you to engage with them to create meaningful bonds with your brand. Remember, influencers are not one size fits all. So you have to cater your approach to them. Find out how they want to interact with your brand. Are they open to receiving a newsletter and a product sample, or will the chance to interact with others make a difference?
Figure out how to make them feel special, and they'll go the extra mile when the time is right.
Go Long Before Asking for Help
Just as you would with any long-term relationship, you have to take time before moving on to a commitment. Make sure you establish strong ties with your influencers before they step into the important role of representing your company. Not only will this ensure that any testimony they give on your behalf will be authentic, but it'll also better prepare you for any possible surprises ahead of time.
Track Your Relationships
Remember that in marketing you have both internal and external customers. External customers are those who pay for your product and services. Internal customers are those who are part of your organization, like your leadership or, to a lesser extent, internal influencers. You'll need to be able to manage both to keep your brand healthy.
You can make your message count, even in a noisy, content-rich environment, if you know your audience. Take time to learn what drives your key clientele and select the right influencers who are capable of carrying your message to the masses.
And remember, your relationship with influencers should be a long-term one, so take time out to really build alliances with them in terms of product loyalty before asking them to represent your brand.