Marketing has taken a new turn. Now it is no more about traditional advertising. But social media has given brands some new platforms to bring their products forward. Many high-end brands, especially beauty brands like Fashionova and Sephora, are reaching out to a broader audience through social marketing.
As per the marketing expert and influencer, Joel Contartese, marketers are using influencers to reach more audiences and coax people into buying their products. Almost 90% of the marketers who are involved in influencer marketing believe that it is effective. Here are a few things Joel shared to keep in mind while trying out influencer marketing.
Quality is more important than quantity. It goes without saying that Jesus had 12 followers, and Hitler had millions, but see what happened. It is better to invest in am influencer who has a small bit dedicated follower base rather than investing in an influencer who has many followers, but isn’t as “influential.”
The drawback of influencer marketing is that it is hard to monitor. One can’t know whether the influencer is actually doing good for the brand. However, Joel Contartese shared that there are few ways to tell whether the campaign is working, like check the referral traffic.
If the visitors stay on the website and check the products out and buy it well and good, if they just return from the website its a bounce back, it says the influencer isn’t convincing their audience and followers enough to buy into the brand.
However, Influencer marketing is a long term process. Joel shares, “It takes time for an influencer to drive customers to the website. They need to build a healthy relationship with the audience so that they can win the trust.” That’s why it is better to design long term marketing plans for influencers.