Consumers today are more likely than ever to seek recommendations from friends when they are shopping for products and services. In fact, people tend to value personal endorsements more than anything else when they are in the market for new things to buy.
That is not just true of individuals with whom consumers have established close relationships. People are just as likely to respect the recommendations of high-profile social media members they follow as they are those of anyone else.
Many businesses have gained large numbers of new customers by leveraging this fact to their advantage. Some of the most influential social media figures have audiences that number in the millions. Having such an influencer endorse a company’s products or services can produce unparalleled results.
The Best Way to Make the Most of Social Media Influence
Businesses sometimes try to form their own relationships with these influencers, but that typically takes a fair amount of time-consuming, specialized work. In most cases, it will be far more productive to simply make use of an influencer marketing service that is equipped to handle everything needed.
A company that regularly makes arrangements with appropriate influencers should be able to virtually guarantee worthwhile returns on investment. Some of the issues that will normally be accounted for are:
- Metrics. In order to judge just how effective a given relationship with an influencer is, it will be necessary to have some means of measuring what is happening. Fortunately, there are some well-established metrics that can be used to ensure any investments made will produce returns.
- Audience targeting. It is not normally enough to have just any influencer endorse a company’s offerings. It will always be far better to choose someone whose social media audience aligns well with a company’s character.
An Option Many Businesses Would Do Well to Consider
Working with a service that is ready to account for issues like these will always make it easier to effectively leverage the power of social media influence. Many companies that have done so have discovered that few marketing tools can produce such impressive results so quickly. While not every business will be naturally positioned to work with social media influencers, some sort of appropriate adjustment can almost always be made.