Influential
Marketing
Identifying Influencers
There are different types of influencers depending on a company’s buying audience. Some influencers are consumers. Consumer-buying influencers are called innovators. They are the first consumers who buy a company’s products. For example, innovators are the ones who stand in line for hours as a new product comes out. Business owners usually target them to build excitement among subsequent buying consumers. Influencers can also be bloggers, reporters, consumer advocates and industry experts. These individuals are also instrumental in creating buzz about a new product or service. Companies which sell to business clients may use industry experts to tout their products, for example. Pharmaceutical companies may use doctors to endorse their medicines or over-the-counter drugs.
Objectives
Influential marketing is designed to create positive perceptions among influencers. We accomplish this by gaining exposure for brands, getting the attention of influencers, building awareness of the brand or company and retaining these influencers for subsequent product introductions. Marketers use advertising to expose influencers to their products. We then gain their attention through effective promotions, including unique headlines and publicity stunts. Subsequently, we use influencers to build awareness of the brand.
Payment of influencers
Influencer marketing tends to be broken into two sub-practices: earned influencer marketing and paid influencer marketing. Earned marketing stems from unpaid or pre-existing relationships with influencers or third-party content that is promoted by the influencer to further their own personal social growth. Paid influencer marketing campaigns can take the form of sponsorship, pre-roll advertising or testimonial messaging and can appear at any point in the content. Budgets vary widely and are usually based on audience reach.
Media
Unity Central use many types of media with influential marketing to reach key influencers and mass audiences. Our team may use Twitter, Internet videos, Facebook, Linked-In and Tumblr, a massive blogging website. These websites have millions of viewers. We can quickly create interest among influencers, who, in turn, provide their favourable opinions of the companies’ products and services. We can also employ influential marketing strategies through conventional media, such as radio, television and direct mail.
Why on social networks?
Brands are evolving in terms of marketing. While putting an ad on television has a high cost, working with an influencer has a negligible cost in relation to the possible benefits it can receive. For example, if an influencer has 200,000 followers on Instagram and a company gives them a product on the condition that he exposes it to his audience, this company would be making an investment of the cost of a product in exchange for reaching at least the large most followers of the public figure. More and more people are using the Internet and more importantly speaking in terms of marketing, more and more people are using online platforms to make purchases. This increase in the number of online purchases forces some companies to invest more resources in their general advertising on the Internet and in particular on social networks such as Facebook, Twitter or those already named Instagram and YouTube among others.
Considerations
Business establishments must be extremely unique when using influential marketing. Unity Central aim to make the promotions different from typical marketing campaigns. Content is particularly important in influential marketing. For example, a city may use online video testimonials from avid travellers to promote their resort. High tech products naturally lend themselves toward influential marketing, as people often await the arrivals of new models or technologies.
