Influencer Marketing You Can Afford: How To Convert ‘Likes’ Into Buyers

Influencer Marketing You Can Afford: How To Convert ‘Likes’ Into Buyers

Shutterstock Influencer marketing typically refers to paying celebrity influencers -- those with large followings on social media, blogs, newsletters, etc. Consider three influencers you already know: 1. Clients And Customers There are tons of research studies validating what you already know: Your best referral relationships are clients and customers, and word of mouth is still the most effective marketing tool. Current clients are best, but don’t forget past clients (or even prospects who’d recommend you, even though they didn’t engage you for other reasons: timing, budget, family relationships). Their circle of influence is connected via social media, email list, or an in-person group. They put the "social" in social media. Connectors, unlike clients, can’t give you a testimonial about what you do, but they can rave about who you are. Connectors are friendly, free micro-influencers. Here are four steps to leverage the influencers you already know: Make a list of who they are (by how well they know you). (Hint: Make this your very first step to co-opt their influence for your marketing.)

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Influencer marketing typically refers to paying celebrity influencers — those with large followings on social media, blogs, newsletters, etc. — to promote your brand. However, research shows that micro-influencers — those with 10,000 followers or less — are actually even more influential. That is, a higher percentage of their following converts into clients or customers. Plus, these micro-influencers command lower rates, boosting your ROI. (Still, their rates may be too high for you to pay repeatedly.)

As you explore the world of influencer marketing, be sure you’re not overlooking these non-celebrities. Consider three influencers you already know:

1. Clients And Customers

There are tons of research studies validating what you already know: Your best referral relationships are clients and customers, and word of mouth is still the most effective marketing tool. Heck, “social media” may as well be its tech-savvy synonym!

Current clients are best, but don’t forget past clients (or even prospects who’d recommend you, even though they didn’t engage you for other reasons: timing, budget, family relationships).

Every one of your clients is influential with other potential clients. However, to harness that influence they must pass these criteria:

  • They’re willing to share you publicly (and prefer not to keep you their best-kept secret).
  • They need not admit that they are (were) clients, but that is optimal to unleash their influence.
  • They’re willing to record a testimonial about your work, their experience with your company, and the results.
  • Their circle of influence is connected via social media, email list,…

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