May 17. 2018 1:11PM

How social media influencers are building businesses


A figurine is seen in front of the Facebook logo in this illustration taken last week. (REUTERS/Dado Ruvic/File Photo)

With all of the changes in social media algorithms lately, businesses need to generate more organic reach. One great way of doing this is through influencer marketing. The reason that influencer marketing is so powerful is that you can tap into the fanbase of someone who has a loyal following.

Why Your Business Needs Influencers

People tend to trust peer recommendations over advertisements. If you have social media influencers with loyal audiences, a brand mention goes a lot farther than a post or Tweet from your business. A survey from Nielson showed that only 33% of consumers trust advertisements, while 90% put their faith in peer recommendations.

Find the Right Fit

Not every influencer is right for your business. Just because someone has a large following does not mean that they’ll actually drive sales. The first thing you should look for is people within your niche or target audience. If your product isn’t relevant to the audience, it’s not going to do much for your business.

You should also look at their engagement. For influencers of any size, it is important to have an engaged audience. Some influencers have a large audience but not much engagement, others might have what seems like a small audience, but they are active and loyal. Numbers can be faked because people can buy followers – that’s why it’s important to look at the likes, comments, and views. Make sure they are quality engagements, not just spammy-looking comments.

Influencers Increase SEO Value

Diversifying your marketing efforts will improve your SEO, and using influencers is a great way to do just that. It builds valuable links for your business and increases the mentions of your brand. The more people who are talking about your brand, the more likely they are to share or mention your content. All of these are valuable for your organic traffic and search engine ranking.

Reach Your Target Market

If you can find an influencer that speaks to your target market, you can have much more success with this form of marketing than you can with traditional means. Influencers have the ability to reach very specific audiences. Instead of having to rely on building your own following, you can tap into the audience that your influencer has built. This is why it’s important to target influencers that really fit in with your brand.

There is a lot more that goes into successful influencer marketing, such as how to locate them to build a valuable relationship. But hopefully, this article has given you some insights into why this type of marketing is so valuable.

Contact Union Leader for help creating a social media marketing strategy for your business.