Written by Katie Petersen
Think about the last time that you bought a product. What steps did you take prior to purchasing? Perhaps you Googled alternatives, compared pricing online or in-store, or maybe you watched a video from a local personality on Instagram or Facebook where they talked about the specific product and shared the pros and cons of it with you. Based on this information that you gathered, and the trusted voice from the local personality, you then went out and purchased the product. Whether you realized it or not, you had made this purchase as a result of influencer marketing.
Did you know that almost 70% of consumers turn to influencers online when making a decision? Because of this, influencer marketing has seen a definite rise in the last few years. While this type of marketing can seem daunting, this trend may not be going away and is something businesses that are serious about their marketing may want to dive into.
A lot of times when we think of influencer marketing, we think of individuals with millions of followers; but in actuality influencers with a smaller following (<1000) have just as much influence, if not more. With fewer followers, these “micro-influencers” tend to have more engaged audiences that are more likely to take action on products. This brings me to my next question: How could an influencer help impact your tree care company?
When beginning to look at influencer marketing as an option, it is important to decide how you will measure success. Many influencers often have a specific audience, with a specific age and lifestyle choices. Choosing the right individual to help you is crucial to reaching the correct audience that will purchase your services. Ask yourself the following questions:
- Does this influencer live in my area?
- Is their audience my target demographic?
- Is the influencer in question active on the channel (Instagram, Youtube, TikTok, etc.) that will work best for my messaging?
- Will their services fit within my budget?
- Will they work with me to correctly share my website, services, their experience, etc.?
- Will my audience react positively to the form of content used (i.e. video, post, story)?
Influencers are successful for a reason – they know what type of content to promote to get their audience to react. Therefore, it is important to keep in mind that giving them creative freedom with your information may provide you with better results. For example, video is still consistently the top engagement content. If you do not currently incorporate video into your marketing, perhaps working with an influencer is one way to reach your audience with this form of media!
When used correctly, influencer marketing can be highly effective. It is also important to keep in mind where marketing trends are headed. There are many ways to reach your audience and influencer marketing is rooted in relationships – if you have a trusted influencer vouching for your product, you are more likely to gain customers that will trust you and work with you again and again.
If you need additional help with influencer marketing or your marketing efforts in general, reach out to ArboRisk to learn more about our Sales and Marketing Thrive Package!