The simple fact is influencers, affiliates and advocates all share the same desirable outcome that no other marketing channel can achieve on its own. They create positive word-of-mouth and drive traffic to your business. While the definition of an influencer, an affiliate or an advocate may vary slightly, at the end of the day they all deliver the same outcome.
We've all walked down a busy street on a Friday night stopping at restaurants to read through menus while deciding which one to visit. The truth is, half our decision is already pre-determined because of the way we're wired to think. When we come by a busy restaurant full of laughing, happy people, we're more inclined to take a table than to take one at an empty restaurant. The power of referral is at play here as we think: "if they all like it, then it must be good!"
It's no different for brand names wanting to attract the attention of influencers, affiliates and advocates. They don't just buy your products and services they also influence the purchase decisions of their family, friends, colleagues and people they don't even know.
There's key values and interests that influencers, no matter whether they're Millennials, Gen Xers, and Boomers, all share. Here's our absolute must-have for brands wanting to get influencers on side:
- 1.Be relevant
- The key is to make sure you are targeting the right influencer with the right content at the right time. Relevance is everything. If you don't get this right and if you aren't communicating in context with the influencer's interests and motivations you could be damaging vital relationships.
What is most relevant is different across the generations. It's widely reported Millennials are more concerned about having the approval of their peers. Any messaging that communicates social benefits such as fitting in and being admired will be well received. Baby Boomers in contrast are motivated more by personal benefits so marketers need to be able to answer upfront 'what's in it for me'.
All three generations of influencers are 'early movers' which means they're more likely to try things out first, whether that be new brands or entirely new products or services. Value-add services which save time, provide reminders, create experiences and captures memories help drive brand loyalty.
- 2.Keep it simple
- It comes down to using common sense. Influencers in general are busy people. The majority work full time and they have hectic family and social lives. They don't have time to read through dense proposals or written material. If you are trying to sell in an idea or a concept, keep it simple by using fewer words and more infographics. Infographics are a quick and easy reference tool that gets to the salient points quickly.
- 3.Back up every claim with facts
- By this I mean, understand the issues, know the impacts, have a solution and have a plan. You've got to be able to present a sound argument. If it's politicians or key community leaders you want to influence you need to help them to be brave.
- 4.Utilise your wider network and resources
- Make your presence felt. You need to regularly be seen, and more importantly, be seen making a contribution in your field of expertise. It may mean you need to pick a couple of key issues you want to support and back those organisations.
- You need to be there for your influencers and for your followers both on and offline and across their chosen social channels.
- Want to know more about how to attract key influencers? Register at www.eventsponsors.com.au for all the tools and tips to engage with your audience and improve your bottom line.
