Social media platforms bestow their users with the power to block content they don’t want to see. This can be used to to shut down anything that interferes with a user’s online experience, including ads and promotions. Anything that is considered too “salesy” is more prone to getting weeded out by filters and blocking software.
This is where influencer marketing really comes in. It opens the door to new sales possibilities by bringing third-party internet personas into the picture, who then become your brand’s voice and indirectly influence the purchasing decisions of your customers.
Here are the top four ways an influencer can benefit your social selling strategy:
1. Influencers Create a Space for Social Selling.
Advertising on social platforms should follow a customer-friendly approach. Let’s face it: your audience is never in the mood to entertain overly aggressive ads while scrolling through their feed. They are constantly on the lookout for posts that engage and inform – not just sell.
When selling socially, connecting with your customer base can become more tricky; aggressive sales tactics can lead customers who were on the fence to the unfollow/unlike button. Influencer marketing taps into the organic following of internet personalities that are relevant to your brand to reach your audience with a more authentic approach. People already know and trust these influencers; they see them as fellow consumers. By giving your audience a break from the regular advertising formats with the help of influencers, you give them the space to make buying decisions while still keeping your brand top of mind.
2. Influencers Build Trust.
A Mckinsey study revealed that word-of-mouth recommendations generate twice the amount of sales as paid advertising.
In the world of virtual advertising, influencers exhibit the same power as word-of-mouth. What makes someone “influential” is their perceived relatability and the trust their followers place unto their recommendations.
Influencers essentially mimic the customer experience of before, when, and after they make a purchase.
It’s simple: content that people trust drives better business results. Influencers can help create that bond more easily when you hone into what their audience responds to the best.
3. Influencers Eliminate Interruptive Advertising.
49% of consumers rely on influencer recommendations. When done well, an influencer’s post won’t interrupt someone’s social media experience; instead, their post will blend into a customer’s feed without coming off as an advertisement. .
This marketing strategy leverages the influence that online personalities already have to drive social trends. Influencers drive social trends that people trust because they’re considered more genuine when they’re coming from a peer versus a company. Brands can eliminate the negativity that surrounds the word “advertising” by presenting influencers as brand representatives as opposed to billboards.
4. Influencers Boost Your Social Visibility Through SEO.
User generated content accounts for 25% of search results for the world’s 20 largest brands. An influential SEO strategy doesn’t just give you better social visibility, but also boosts your rankings within search engines. Your audience is seeking a more personal relationship with brands; bringing social influencers onboard can start more conversations and get more people talking about you.
To maintain the success of your campaign, keep up the interactions an influencer begins with your prospective customers. Even when you receive negative feedback on a social platform, respond in a timely manner to show that you’re genuinely invested in improving your customer’s experience. This proactive strategy helps you ensure a better rank in search results and leave a lasting impression with customers.