It’s the age-old tale of trying to help your mom and older family members understand what you do for work around the dinner table. If I can break down influencer marketing for my mom, you can break it down for anyone.
Here’s how I explained influencer marketing to my amazing mom (pictured on my right with my grandma on my left circa 1995).
Influencer Marketing Overview: Digital Word-Of-Mouth Recommendations
We’ve been trusting people over brands for decades, and influencer marketing is just taking that into the digital sphere.
It’s like hanging out with your girlfriends and asking them what their favorite new restaurant or cleaning product is, and then going to try it out or buy it because they said it was great.
Influencers accomplish the same thing for brands — a trusted face with a honest review.
Influencer Identification: Picking The Right Friends
Obviously you don’t ask your friend who has bad restaurant taste where to eat around town. That’s how I identify influencers to work with for brands.
I want to see that influencers have experience trying products similar to whatever the brand is trying to market. So, I make sure my beer clients have beer, foodie and lifestyle influencers who fit the criteria they need.
You trust people who know what they are talking about.
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Influencer Outreach: Relationships Hold Weight
The closer you are to your friends that you are asking recommendations from, the more likely they will give you great recommendations. Same for influencers.
When I send them an email asking for them to review a brand’s product, I’m looking to create a relationship with them. This relationship will hopefully produce a great product review and a longer-term relationship where I can work with them again in the future.
In short, mom, every person you see reviewing a product online probably was sent it for free or paid, but that doesn’t mean they aren’t being truthful!
That’s just what I do for work. I get influencers products to review for compensation, while the brands get exposure to the right audience.
Easy peasy, right?!
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