Marketing is an ever-evolving industry; it’s all about who can reach the largest group of people in the most efficient way while also convincing them to subscribe, buy or engage with the service or product being advertised. As the habits of consumers change, so do the best ways to reach and engage with them.
In the past, using a pay per click (PPC) advertising strategy to bring consumers to a certain website was enough; advertisers paid for what they got and were assured that at least a few people were driven to their site. However, in today’s market, when online consumers are faced with an incredible number of online advertisements each and every day, this is not enough.
With a growing distaste for outright advertisements and an increase in the utilization of ad blockers, consumers are becoming harder and harder to reach. However, that does not mean they have become unreachable.
The following nine reasons highlight why influencer marketing beats not only the pay per click strategy but traditional marketing as well.
- When using pay per click advertising, you are paying for each click, but after that there is no call to action or conversion strategy to get sales; it’s up to the consumer to figure out what the site is about and whether or not it is worth their time to browse.
With influencer marketing, your product or service is highlighted by a consumer’s trusted source, one they turn to for recommendations and guidance when seeking out products in a specific field. Using an influencer who is an expert in their area of focus will not only give you a more valued recommendation, but will also drive more quality customers your way, customers who are willing to buy…not just click around.
- Influencer marketing drives sales, not just clicks
- Influencer marketing isn’t stopped by ad blockers
Nothing is more annoying than browsing the web and getting bombarded by a ton of distracting ads popping up all over the screen, which is why more and more people are implementing ad blockers. While that is bad news for pay per click advertisers, it’s a non-issue for influencer marketing.
Influencers are followed by an audience that actively chooses to follow them; consumers actually have to find their account and click “follow” to get the content they provide. They want to see and hear what the influencer has to say, which means they will see whatever product or service the influencer endorses by choice.
- Influencer marketing has a higher ROI
Compared to pay per click, influencer marketing has a much higher ROI: $9.60 in revenue for every dollar spent with influencer marketing against the $3 in revenue on every $1.60 PPC spend on AdWords. One study even found that influencer marketing brings in 11 times the ROI of traditional advertising. Basically, you can spend a lot less and see a much bigger reward when opting for influencer marketing.
- Influencer marketing is basically the online version of word of mouth recommendations
92% of consumers say they trust earned media over paid (up 18% since 2007), which basically means that word of mouth is the indisputable top-dog when it comes to marketing. Since the influencer/follower relationship is built on trust, it means the followers are inherently likely to trust whatever recommendation they put out there.
- Influencers care about their brand just as much as you care about yours
Unlike PPC ads, influencers are selective on when, what and how they share on their social media platforms. Their carefully cultivated profiles have taken a long time to build, and they are not going to ruin it with a poorly constructed or timed advertisement. Their consistent quality is why their followers value their opinions so highly.
- Influencer marketing allows for creativity
PPC campaigns have character limits and are very focused on bidding and targeting rather than the message itself being delivered; oftentimes smaller companies will replicate the industry standard when it comes to PPC because they lack the creative resources to produce something original. With influencer marketing, one of the best values comes from the influencer producing memorable, one-of-a-kind content.
- Influencer marketing is effective on social media
Grabbing the attention of the social media world is no easy feat; however, as a recent study showed 48% of students prefer word of mouth suggestions to outright internet advertising, it’s imperative to build a reputable following and customer base on social media platforms. Influencer marketing provides the opportunity for brands to retain their existing customers while attracting the attention of new ones and increase their market share.
- Influencer marketing is the fastest-growing online customer-acquisition method
- Influencer marketing has built-in trust
Trust makes all the difference in marketing: it makes the difference between a brief glance or active engagement, vague curiosity or genuine interest and “almost sales” to actual ones. The more trust between an influencer and consumer, the more likely you are going to see actual sales…instead of a few meaningless clicks.
It’s easy to see that influencer marketing is brimming with potential for businesses, but that doesn’t mean that is particularly easy to navigate these waters without the right experience. When working with influencers, the engagement isn’t always 100% guaranteed, nor are the metrics as straightforward or easy to gather. However, these issues are easily remedied by working with an influencer marketing agency, like Faam, that has the know-how and track record to make influencer marketing campaigns a success.
For example, those working with Faam already know that they are assured influencers that were carefully sourced, have consistent engagement and have a positive track record working with businesses in the past. Simply put, with an agency by your side, influencer marketing should be the clear move for any business when considering its future marketing endeavors.