Top 4 Benefits Of Jumping On The Influencer Marketing Bandwagon

Brands have been flocking to social media in an attempt to engage with their fans, by pushing out branded content and fielding customer service inquiries. While social media is a great option for many brands, simply having a social media presence is no longer enough. As social media channels continue to become more saturated with branded content, influencer marketing can be an effective solution.

After reading or revisiting my previous blog post that defines influencer marketing, check out my top 4 reasons for brands to invest in social media influencers:

  1. They Promote Word of Mouth

Word of mouth has always been one of the most powerful marketing tactics, but it can be difficult for brands to generate. Social media continues to amplify the voice of consumers, as 70% of them place peer recommendations ahead of branded content in their purchasing decisions. Influencer marketing allows brands to leverage word of mouth, exponentially, through individuals who consumers already follow and respect.

  1. They’re Cost Efficient

On average, businesses generate $6.50 in revenue for every $1.00 spent on influencer marketing. As more and more companies adopt influencer marketing as a tactic, partnership costs continue to rise, but with that being said, it’s still a bargain in terms of ROI. Plus, the influencers themselves help generate valuable content!

  1. They Produce Authentic, Native Advertising

Consumers are exposed to thousands of ads each and every day, making it essential to stand out. Not only are consumers tuning ads out, but ad blocking products exist to do it automatically. Influencer marketing offers a less disruptive advertising option that places brands within organic content—appearing less forced since it comes from individuals who consumers already admire and respect.

  1. They’re Effective

A recent study by TapInfluence found that social media influencer marketing is 11 times more effective than banner ads. Trends suggest that consumers are basing their purchasing decisions on what they see in their social media feeds, which is causing a shift in companies’ marketing spend from traditional marketing tactics to social media-based campaigns. Consumers no longer expect brands to sell to them; rather, they expect to be entertained with easily digestible content. Since consumers trust influencers more than branded messages, influencer marketing provides a unique opportunity.

Interested in leveraging social media influencers for your brand? Contact us to learn more about our influencer marketing and social media capabilities.

Let The People Do The Talking: The Impact Of Influencer Marketing

Consumers are bombarded with hundreds of messages each and every day, making it more difficult for advertisers to cut through the clutter to make an impact. Brands typically turn to traditional platforms such as television, radio, and digital media to spend their advertising budgets; however, there may be a more cost-effective and impactful option: influencer marketing.

What is Influencer Marketing?

In its most general form, influencer marketing is a marketing tactic that targets and utilizes individuals who have an influence over potential buyers. Instead of marketing directly to consumers, influencer marketing enlists the help of Key Opinion Leaders (KOLs) to create content and effectively relay a brand’s message to a target audience. By strategically partnering with the right influencers, brands can propel their marketing efforts in a more authentic and powerful way.

Who is an Influencer?

While celebrities tend to be the aspirational top-tier influencers, there are plenty of “everyday” consumers who can have just as much of an impact on purchase decisions–AND they’re typically much more budget-friendly!

Depending on the industry, an influencer can vary drastically. In B2B marketing, industry thought leaders and Subject Matter Experts (SMEs) tend to have the greatest impact due to their knowledge of and authority in a particular subject. On the other hand, consumer goods usually pair nicely with influential personalities who fans worship and aspire to be like.

No matter the industry, influencers typically have a large and loyal social media following. Savvy marketers strategically partner with influencers whose followers align with their brands’ target audiences.

Platforms such as Instagram and YouTube have contributed to the rise of niche influencers, who have accumulated large social media followings around specific topics like beauty, fashion, and food.

Influencer Marketing in Action

In a recent influencer campaign for Martino Flynn client Softlips Lip Balm, our social media team positively impacted holiday sales by partnering with niche social media influencers in the lip balm community. We were able to identify a subset of the beauty category dominated by young teenage girls obsessed with lip balm. The team secured influencers with followings from 30,000–100,000+, whom successfully produced authentic content (on behalf or Softlips) to share with their loyal fans.

YouTube and Instagram influencer, Melissa Alatorre, promoting Softlips Lip Balm’s Holiday 3-Pack.

By using social media influencers, we were able to reach their highly engaged audiences, maximizing exposure for the Softlips Holiday 3-Pack among the product’s most likely customers during the key winter lip balm-selling season. During the 2015 holiday season, product awareness and engagement as a result of social media skyrocketed as our influencer outreach generated 25 partnerships, 68 posts, and more than 10 million brand impressions.

Interested in leveraging social media influencers for your brand? Stay tuned for my next blog post on the “Top 4 Benefits of Jumping on the Influencer Marketing Bandwagon.”

Contact us to learn more about our influencer marketing and social media capabilities.

Want Clear Skin? OXY® Has An App For That.

Working closely with The Mentholatum Company, Martino Flynn, LLC, recently launched the OXY® 28 Challenge, for clearer skin—in just 28 days. We were able to capitalize on the “there’s an app for that” mentality of young consumers by developing a customizable, dermatologist-approved acne treatment plan.

The fully integrated campaign features numerous assets, including an app, a 30-second video, a microsite, a social media campaign, digital banners, displays, and an FSI. The app includes reminders and tips—and even features the ability to upload before and after photos to track progress.

OXY 28 Day Challenge App

According to a study from Common Sense Media, a nonprofit organization that provides education and advocacy to families in an effort to promote safe technology and media for children, teens are spending more than one-third of their day using media, such as online apps and video—that’s nearly nine hours a day! And tweens (children ages 8 through 12) aren’t far behind, spending an average of nearly six hours per day with media. And just last week, Common Sense Media released the findings of a new poll and found that 50% of teens report feeling “addicted” to their mobile devices.

With teens spending so much time with media and on their cellular devices, the choice to develop an easy to use app and online video was obvious. The OXY® 28 Challenge App meets teens struggling with acne in their comfort zone (their personal mobile devices) and guarantees results or their money back.

OXY® is the first over-the-counter acne product brand to offer a free iOS and Android app to help teens clear their skin through a tailored regimen. The app features:

  • A personalized, dermatologist-approved acne skin care regimen
  • Daily tips to help maximize results
  • Daily alerts to encourage compliance
  • The capability to take before, during, and after pictures to show progress

To support the program Martino Flynn also produced the following video, which features everything teens love: humor, video games, selfies, and, of course, clear skin.

If there’s a teen in your life that wants clear skin, check out the OXY® 28 Day Challenge today.

And if you’re interested in building a fully integrated campaign for your brand, reach out to Skylar Jameson at sjameson@martinoflynn.com and work with Martino Flynn to explore all of your media-related options.

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