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What is Influencer Marketing? Influencer marketing is one of the most common types of marketing strategy that advertising agencies use. With this approach, agencies make use of “influencers” to market certain brands. Compared to the traditional approach in marketing, these influencers are the target audience and are usually referred to as key leaders. Through the clout of these influencers, they are able to motivate their followers to try the products they are using. Understanding what an influencer is essential for agencies to identify the right person to use to market the product. Just because a person is popular does not mean that he or she is already an influencer. Hard work, dedication and time are the elements needed to gain the status of an influencer. These influencers attract followers because they share the same passion and experience with other people. Social media stars are good examples of influencers who are able to arouse the interest and curiosity of the multitudes. Their followers gravitate towards them and trust their word, mainly because they know that their influencer shares the same feelings, experiences and ideas. This is what differentiates a person who is just popular from a person who is an influencer. Contrary to product endorsers, not all influencers require payment. There are influencers who will advertise products without any charge or payment just as long as they like the products they are promoting. Because not everyone is after the monetary payment, this makes influencer marketing one of the most cost effective techniques in advertising. Samples are the only things that some influencers would ask for and when they find the product worth advertising, they will promote it without any payment. A lasting relationship is what these influencers want, instead of a one time payment.
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Because some of these influencers intend to create relationships, the return on investment does not mark the end of the partnership. For some, the return on investment is just the start of a better partnership. Just like any other partnership, it is better to lay down the objectives and goals of the relationship. It is best to be transparent and at the same time be detailed on how you want to go about reaching these goals with the influencer.
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Influencer marketing is not the kind of marketing strategy that will wipe out other advertising techniques. In fact, this approach in marketing will be more effective if it is coupled with other forms of advertising ideas. The goal is to always harness the full potential of every advertising approach and make the most out of every strategy employed. Trust remains to be the core value in influencer marketing. The level of confidence they have on the influencer moves them to patronize the products that are being endorsed by the key leader.