Making some noise online is far more complicated than it used to be. Today’s businesses have to invest ample effort and strategizing to come up with valid ways to market themselves without remaining in the shadows of their competitors. Digital channels are oversaturated with content of all sorts, making it more challenging for the customer, as well, to figure out which brands they can trust.

The key discerning factor allowing brands to build that trust? Influencer marketing. This marketing strategy has been around for a long time, and it might have gone through a makeover, but at its core, it allows brands to help paint the right picture. Influencers can be celebrities, of course, but brands are much more likely to seek a profit from OTT platforms or work with micro-influencers, as the more relatable group of people customers trust. Here’s why influencer marketing is changing how businesses market themselves today.

Improving your content output

Every business that wants to create a notable presence online knows just how vital it is to create content regularly and with quality in mind. However, modern audiences aren’t that impressed by salesy, pushy content, such as ads or overly promotional videos. Instead, they prefer content that provides valuable information, tips, or solutions to their problems. 

The most effortless way you can actually promote your business is to let someone else promote it for you, or in this case, the influencers you work with. Through your strategy, you can provide them with enough information and guidance so that they can create impactful videos, honest reviews, and effective imagery to portray your brand in the best possible light. 

Enhancing audience trust

Knowing that influencers hold the power to shape your relationship with your customers, you can focus on building that one elusive element that also contributes to loyalty and return business: trust. To do that, many brands work with a lifestyle agency that can create the most effective influencer marketing campaigns.

Specializing in a specific industry such as lifestyle means that you gain access to invaluable connections in this sphere that can propel your business forward. Working with the right influencers and connecting with them through influencer marketplace is half the battle, as only relevant people with access to your target demographic can help you grow your business. 

Boosting brand visibility and awareness

With the right influencer strategy, their followers will naturally show interest in your business, and before they do, the campaigns themselves will start putting your name on the map more often and in more relevant contexts.

Influencers give you more exposure, so that you can get more qualified leads, and your brand name becomes more notable in your industry. That kind of visibility and awareness will slowly help enhance your customers’ interest in your business. 

More engagement

Getting more visibility both in search engines and on social media with influencers also means that your audience will be much more likely to take action. They might send you a message on social media, contact you via your website, or simply like/share/comment on some of the posts that concern your brand. In a sense, influencer campaigns serve as social proof – evidence that your brand is accepted, trusted, and delivers on its promise. 

This is how social proof can improve your conversion rate, as you can expect more followers to engage directly with your business after you’ve gained their trust and sparked their interest. Then it’s much easier to close the sale. 

Carefully targeting the right customers

Finally, another reason so many businesses choose to collaborate with influencers is the fact that their followers represent the perfect sample of their target demographic. Normally, it might be more difficult for your brand to reach those followers on your own, especially if they already trust another brand from your industry.

However, with targeted influencer campaigns, you can count on reaching more people who could genuinely benefit from what your brand provides. This saves your business plenty of invaluable time, since you can focus on the right segment of your audience at the right time. 

Digital marketing is constantly evolving, but while new trends come and go, influencer marketing is here to stay. As one of the most genuine ways to promote your business and showcase your values with real impact, working with influencers will help you position your brand and build a stronger reputation in your industry.

Posted by Elaine Bennett

Elaine Bennett is an Australian-based digital marketing specialist focused on helping startups and small businesses grow. She writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.