Public Relation Tools: The benefits of Influencer Marketing

Influencer marketing has now become an essential piece of modern brand’s marketing strategies. Since the creator economy has grown so quickly, regulations and guidelines needed to make their way in the industry, in fact the Federal Trade Commission (FTC) released guidelines to govern influencer partnerships and keep influencers transparent about their deals. According to the web platform Statista, in 2021, in the US, roughly $3.7 billion dollars were spent on the influencer marketing industry, 33% more compared to 2020. It’s now a standard practice to invest in influencer marketing for businesses across many industries, the wine industry included.

Data speaks for itself, but why is influencer marketing such an important part of today’s marketing strategies?

Influencers, owing to their massive reach, have the power to increase brand exposure and boost brand awareness. When an influencer recommends or endorses a brand, their followers are likely to take notice. In addition, coming from a trusted influencer, such recommendations are often considered authentic. Collaborating with influencers helps to cut through the noise and attract their followers to your brand. It gives increased visibility to your brand and helps start meaningful online conversations about it.

This guide to influencer marketing trends will dig into the up-to-date numbers, explain what they mean, and even share some expert insight around the future of influencer marketing.

How does your business measure success? It may be as simple as the amount of customers on a given day, or perhaps it’s a more nuanced spreadsheet filled with complex industry jargon with data, charts and trends. However, there is a rather straightforward alternative that applies to all businesses. Regardless of industry the most preeminent metric of success will always be reputation.

The core of every thriving business is a good reputation. Instilling trust in intended audiences is essential for any company to flourish. Why should people trust you? Why should people hand over their money for your product or service? Trust is the pillar on which thriving businesses are built and creating a meaningful and profound relationship with the public built upon credibility can take a business to new heights. The use of Influencer Marketing has the ability to establish industry presence and build identity. If your target or potential audience is a stubborn lock you can’t seem to crack, influencer marketing is the key.

90% of marketers believe influencer marketing to be effective - here’s a few reasons as to why:

The Halo Effect & Brand Image.

Influencer marketing is an effective way to establish or control company brand image without outwardly stating it. The ability to choose who is delivering your message will tell your audience who the product or service is intended for. Understanding the halo effect in regard to influencer marketing is crucial when examining its power. The halo effect describes the tendency for individuals to attribute the positive attributes of something or someone and positively influence opinions or feelings in other areas. Put simply, the positive impressions a follower has of the influencer, will also be assumed for your company if they’re promoting it.

Generate positive & Strategic Brand Awareness.

Choosing who you best feel represents your brand is a massive point of opportunity that should not be overlooked. With Influencers, you’re able to align your brand with a certain lifestyle, personality, or mentality. Reaching target audiences via the secured audiences of influencers can help your brand reach wider audiences and gain exposure from targeted audiences. This also gives you the ability to monitor and address impressions in real time.

Meaningful Engagement.

Every business should strive for two-way symmetrical communication with their audiences. That is what separates publicity, an often not reliable method of exposure to successful public relations. Businesses thrive when they interact with their publics and show their value through action. Using the social media site, Instagram, as an example we can understand how this plays out. When an influencer posts on behalf of your brand, comments are a natural and expected response from the audience. Use this effectively to interact with your intended audiences by replying to comments and sending them supplemental information, even joking around to create a more personified brand image. Comments, on full display to all viewers of the post, have the potential to reach those who just happen to stumble upon the content - a bonus!

Newsworthy-ness.

Stop scratching your head to find new angles and ways to frame your brand as having “big, game changing news” when in reality, maybe nothing out of the ordinary is going on. Successful social media and influencer campaigns don’t need to be newsworthy to be successful. You no longer have to wait for something ‘huge’ to happen to announce and bring attention to your business.

This is your sign! If you’re not budgeting out influencer marketing campaigns - now is the time to start. The positive impacts are immeasurable and have high potential of bringing you new success and a better reputation.