By krbaker@hubspot.com (Kristen Baker)

Have you ever purchased something because a well-known person you admire used the product or service?

I’m guilty of this — I recently bought myself a new waterski because a professional water skier and micro-influencer, Whitney McClintock, shared a video on Instagram of herself using the ski.

I was in the market for a new ski and followed Whitney for quite some time. Since she used this particular ski, I should, too — if Whitney promotes it, why wouldn’t I love it?

You might be thinking, “Slightly questionable logic, Kristen.” Maybe.

But did Whitney’s post get me to buy the ski? Oh, yeah. (And I do love my new ski, for those wondering.)

This is just one example of a tactic businesses use across virtually every industry: influencer marketing.

Influencer marketing often involves using channels such as social media, blogs, columns, digital and print ads, and television. Influencer marketing is increasingly more popular among businesses because traditional advertising has become less effective in attracting leads and customers.

Influencer marketing works because it uses tactics like word-of-mouth marketing and social proof, which are now critical aspects of any successful marketing strategy.

Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use.

Before diving into the different types of influencers, let’s review the difference between a brand influencer and a brand ambassador, as they’re often confused.

How Influencer Marketing Works

Here‘s a quick step-by-step guide to influencer marketing. We’ll explore some of the steps in depth later on.

• Step 1: Determine your brand’s goals with its influencer marketing campaign.
• Step 2: Know your target audience, their behaviors, and their interests.
• Step 3: Understand FTC guidelines and adhere to those guidelines when working with influencers.

• Step 4: Compile a short list of influencers you’d like to collaborate with.
• Step 5: Research your choice of influencers. Evaluate their social media, content, and cadence.
• Step 6: Reach out to influencers both privately and personally.
• Step 7: Collaborate and create content together to attract your target audience.
• Step 8: Track results. How is the content performing? What are some things you should do differently?

Influencer Marketing Stats Marketers Should Know

Influencer marketing is an investment — to get it right, …read more

Source:: HubSpot Blog