A lot of things go well together in life; Oreo’s and milk, hoodies and winter, pancakes and syrup. Well, Inbound Methodology is the milk, winter, and syrup of Influencer Marketing.
When these two marketing techniques are put together, the outcome is an advertisement method of the future. With digital marketing becoming ever so prominent in our society, Brands and business have changed the way they present their products and services. The traditional ‘in your face’ advertisement strategy, simply isn’t resonating well with the modern man of the 21 century.
Nowadays, people simply don’t like to be told what to do, they want to control. This also applies to their shopping behaviors. If you brute-force your advertisement onto your target audience’s devices, they will simply ignore it – I call this the ‘BS reflex’ (Brand Stress reflex). Most of your target audience probably grew up with a TV set, which means, they have seen disruptive advertisements for decades. Dull “Buy my product” ads are thought of as “The things that appear between my favorite show.” They are nothing original or informative; they are simply seen as a nuisance.
To Sell to the Modern Man, You Need to Befriend the Modern Man!
People don’t see Brands and products they way they did just a few years ago. Now, customers are looking to make a connection. They want to know what the Brand stands for, what their product can do for them, and ultimately they want a Brand that is a leader in its own industry.
These might seem like very high-standards to meet, but they are the reason Influencer Marketing is becoming ever so prominent. What Influencers ultimately do, is create that connection for the brand beforehand. So instead of the Brand has to focus on building trust with its prospects, they simply find an Influencer with their target audience that has already built that trust. Think of this as a shortcut in marketing.
The Influencer has positioned oneself as the ‘leader’ of your potential customers, influencing them into purchase decisions by creating a unique lifestyle which their followers idealize. To picture how this system works, just imagine how you felt after watching the “Agent 007” movies. They portrayed James Bond as this super-human alpha male, which enjoys all types of luxuries, and has an adventurous, wild lifestyle. I don’t know about you, but I wanted to be Mr. Bond for a period of my life. It etches a standard in your life, which you want to meet – hence why people buy the products.
Okay, so your Influencer uses their pre-built trust and sends you their audience as prospects on your website. Now what?
An Influencer campaign doesn’t stop when the link has been clicked, or even when a purchase has been made. Inbound teaches us that in order for a business to be truly successful, they need to be loved by their clientele. You don’t want to have to constantly look for new clients, but rather build a community around you Brand.
Inbound Methodology has three principles:
- Attract – You don’t want just anyone to come to your website, you want potential customers and buyers. Getting the right Influencer can aid you, but to successfully attract your crowd, you need to know what they want. You need to be the provider to their needs.
- Engage – Don’t waste the opportunity to engage your prospects. Introduce yourself to your audience and join their community. You can contact them through e-mail, chat-bots, messaging apps. Now put all the information you’ve gathered on your customers in a CRM system. This will help you shape your target audience and help you understand what your customers want.
- Delight – Show your new prospects that you understand your field of work. Engage in answering all of their questions, as well as, getting your team to write explanatory blogs or videos for your products or services. Showing that you care and that you understand, can portray you as a leader in your own industry.
The Perfect Campaign
So, if we were to use the knowledge from both Influencer Marketing and Inbound Methodology, what would such a campaign look like?
Well first, you’d find an Influencer who would match your brand, both in personality and followers.
Then, we move on to the post itself. The Influencer can tell you what their audience likes (you can also check this statistic by measuring the sentiment) so that you become the provider to their needs.
The post has been published and people are starting to visit your website.
On the website they are met with the product itself – the product has a good description and the website is easy to use and understand (good SEO).
Accompanied by the product is a link to a blog post and a YouTube video which both explain how to use the product.
On the right-hand side of the screen, there is a pop-up chat-bot filled with all types of useful information. At the bottom, just underneath the purchase button, there is a ‘free e-mail subscription’ field. Explaining that by subscribing, you’d be kept up to date with any updates, new products, and sales.
The website also has a good about us and contact tabs.
This is what the perfect Influencer Marketing campaign would look like if we were to also use Inbound methodology with it. I believe this to be the most effective way of doing Influencer Marketing thus far because it gives good ROI, it builds your clientele and it ultimately puts you in the driver’s position in your industry.
If you have any questions regarding Influencer Marketing or Inbound Methodology, feel free to contact us at email@example.com