Podcast: What Is Influencer Marketing?
Your brand has a social media presence, blog, newsletter, paid ads…the works. So why don’t your messages reach your target audience?
They aren’t listening to you, they’re listening to influencers. According to AdWeek, “92 percent of consumers trust recommendations from others, even people they don’t know, over branded content.”
In other words, your target audience is listening to bloggers, customers, reporters and other key influencers talking about your industry. Brands that have adopted influencer marketing can increase conversions by a factor of 10. Those who don’t are doomed to a future of messaging that fails to resonate.
How can you get in on the conversation? Educate yourself on the fast-growing world of influencer marketing by tuning into The Influence Pros Podcast on iTunes.
Hosted by Cision’s Heidi Sullivan and TapInfluence’s Todd Cameron, this free weekly podcast will teach you how to leverage influence marketing to build awareness, expand reach and mobilize your brand’s story.
Their debut episode, “What Is Influence Marketing Anyway?” discusses how the strategy works in today’s evolving communication landscape, why it matters to our overall business objectives and how to correctly identify and target the right influencers for your brand.
Heidi and Todd also explore the two basic fundamentals of a successful influencer marketing campaign: authenticity and a strong, consistent voice.
For a glimpse at what was covered in week one, check out a few of Heidi’s insights.
Discussion Points From Episode One
“When you really look across the psychographics of a particular influencer and what their imprint is, being able to go across channels is going to give you the maximum opportunity to actually reach your end audience.”
“In a lot of ways, I look at influencer marketing as an evolution from traditional media relations.”
“The way that news is coming to us is aggregated in real-time, customized to us. And it’s because of all of these voices that really resonate. So what traditionally worked was, ‘I just need to get mentioned on WGN news, or in my local newspaper, and I will reach the audience that I want to.’ We now need to find new ways to reach those audiences. And influencer marketing is such an important piece of that.”
“It’s awesome as consumers. We don’t have to do anything; the news finds us. But as actual marketers and communication pros, it really broadens how we’re going to be able to target users, and influencers are such a great way to do that.”
“Some of it is going to be ‘click here’ or ‘buy now,’ but most of it is top-of-funnel, top-of-mind stuff, and measuring that down to a tangible business objective or down to the bottom line can be a challenge if you don’t start out with an objective at the beginning.”
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