Fixing The ROI Problem With Influencer Marketing

Influencer marketing has been a buzzword in public relations, sales and marketing for some time now. Its durability is a testament to its potential power to drive engagements and sales. But it’s also a testament to how little those in it — the brands and influencers alike — really understand it. From the outside, influencer marketing is pretty simple and perfectly tailored to a communications world dominated by social media and content overload. The idea is that those who need to reach key audiences connect with people who have influence in those segments and get them — the influencers — to share information beneficial to the company, client or brand. If you’re launching a fashion company, for example, it would be enormously helpful to you if a well-known model or writer for a fashion magazine posted photos of your brand on Instagram or shared a link and few nice words on Twitter. For those who’ve built large followings in important audience groups such as media, technology, music, liquor, travel and even markets like pets, the financial rewards can be inviting; the payoff for those writing the marketing checks can be ample as well. Influencer marketing can get an advertiser access to a contained, active audience with the third-party validation of a leader in that space. It can be a big two-in-one marketing win. Read more at Entrepreneur.