Long time readers of this blog know that I wrote the #1 best-selling book, “The Influencer Effect.” Since then, influencer marketing has become a “thing” (those two events are not necessarily related, as I don’t claim to be responsible for causing a change in the rise of influencer marketing). But influencers are not just someone with a large following, they are someone who do affect our actions.
I recently interviewed Tom Ross, the founder of DesignCuts.com for my podcast (listen to that interview at the 20MinutesofInfluence.com). Tom talks about how he used to have hundreds of thousands of viewers each month – but he wasn’t making any money. Like so many of us, he was chasing what he calls “vanity metrics.” this is a dangerous path for many of us. We all want more traffic to our websites. We want more people liking our social media posts. we want more followers. In fact, most influencer marketing platforms use these metrics to measure effectiveness of a marketing campaign. But those metrics don’t put money in your pocket. when it comes to influencer marketing there are really only 3 things that matter:
Traffic and visibility are important, but you can buy advertisements to achieve those results. When working with influencers, you want an expert that actually causes change in the behavior of your customers. Sidney Pierucci, Founder of ESPLMedia, says “Because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers. The Game’ isn’t just getting eyeballs; but getting eyeballs that care!”Because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers. The Game’ isn’t just getting eyeballs; but getting eyeballs that care! - Sidney Pierucci Click To Tweet Engagement can include clicks to the website, likes, comments, video views, number of sales, repins on Pinterest, retweets on Twitter, and shares on Facebook, among other social interactions.But simply having a large number of followers or getting lots of traffic is not what is important – getting someone to take action is what matters.In my interview with Tom Ross, we talk about how you can accomplish this through your relationship with your customers, understanding your audience, and having a passion for what you are offering.
Influencers are content creators. I read an article recently about the history of influencer marketing and they were trying to make the case that Aunt Jemimah, Santa Claus, and the Marlboro Man were early influencers. No they were not – those were corporate images that were drummed up for advertising purposes, but they were not content creators. An influencer is someone who […]