These days, given the number of ads that most people face daily, it should come as no surprise that many people have figured out how to best tune out all those ad campaigns. That means if a company wants to reach out to its target audience, and connect with it, it must do so in a way that’s going to be a lot more authentic.
The best way for companies to promote themselves these days is by working with people that are well-versed in their industry or market to create more authentic campaigns, which can only be done through influencer marketing campaigns. To truly achieve success from influencer marketing campaigns, companies first must figure out which people are going to be relevant to the audience that they’re trying to target with the promotional campaign. That means companies first must conduct audience research around the people that are able to influence the purchasing decisions of the target audience of the company. After that, it’s going to be a lot easier for companies to figure out which are some of the popular names in their markets, and with their potential customers. From there, it’s time for the company to reach out to the influencer to ask for collaboration on a promotional campaign, and work out various details of the promotional effort such as the goals the company wants to achieve with the campaign, how the company wants the influencer to promote the business or its solutions, and whether the company will be sending out pre-made content to the influencer, or have the influencer create the content on their own
, and send it to the company for approval before it’s published. The reason why influencer marketing campaigns are successful in terms of promotion for many companies is the fact that they’re able to help businesses reach their target audiences, as well as establish a more loyal customer base in an authentic way. All of this is because a lot of people tend to trust the recommendations, they see from the influencers they follow and frequently engage with on social media platforms, compared to the ads that companies create to push sales.
In a similar way to how influencers and influencer marketing campaigns operate, another great way for companies to promote themselves to the target audience is by collaborating with content creators. Since the pandemic started, screen time has increased for people all over the globe, which meant a shift in the way that many people consumed content, as well as the way that content was created. This has allowed for the rise of content creators, who have been able to create a lot more content at shorter turnaround times, to be able to keep up with the needs of their audiences. These people also tend to have a notable following on social media platforms, where they share their content, however, the main point of their accounts is to simply create content that they want to share with the rest of the world, which means it’s not always going to mean working with brands. It might be a bit more difficult for businesses to reach out to content creators and get them to work on marketing campaigns in cooperation with a business, but when executed properly, the strategy can generate a lot of positive results for businesses.
The author, Ronn Torossian is the founder of at 5WPR, a PR firm.