Social media has created a new, more evolved version of marketing – it didn’t create anything new, however, simply modified and upgraded the already known and used techniques. We can see examples of this all over the web; from banner ads that were once billboards splattered around town, to online blog articles that were once articles in newspapers. But what about one of the most successful and proven to work marketing strategies – direct marketing?
Direct marketing is one of the most used and most income generating marketing strategies, or should I say ‘was’. When you think of direct marketing, think of that door-to-door salesman who pops up and tries to sell you a vacuum or a special light bulb. They can be quite charming, making you buy things that you might have never thought you’d ever own. But how does this translate into the new age of social media? Well, it is through influencer marketing.
Influencers check on all the same boxes as Salesmen or Representatives. Just as the before mentioned door-to-door salesman would walk up to your door and demand a few minutes of your time – so do influencers when you’re scrolling through your Facebook or Instagram feed. Yet, unlike the door-to-door salesmen who would have to spend hours and even days to go through a neighborhood, influencers reach thousands upon millions of people simultaneously. This makes it a lot more time efficient, which in turn generates better revenue.
Let’s focus on the characteristics that a door-to-door salesman must uphold, in order to be successful. First and foremost, they have to be outgoing and extroverted. Shyness could mean a bad representation of the company, as well as, a missed opportunity and hundreds of dollars down the drain. Secondly, they must be charismatic, which will, in turn, build trust and remove them as a threat (because they are a stranger on someone’s doorstep demanding entrance). Lastly, as the name suggests, they have to be good salesmen. They must be able to persuade the customer and make them believe they need the product they are selling. All of this packed together creates the perfect marketing machine.
All of the above-mentioned characteristics also directly apply to influencers. They also need to be outgoing, to be able to present themselves to millions of people. This requires a lot of confidence and a kick-ass attitude. They too need the charisma, to grab the attention of the viewer, build the needed trust and gain them as a devoted follower. And when it comes to Social Campaigns, they most definitely need the salesman trait – this is where most of the income is generated from, for influencers.
As time moves forward, technology keeps advancing and we as humans must adapt to it. Traditional marketing is slowly getting improved and evolved to be more effective and more relevant. Every old type of marketing technique has its own modern counterpart; even direct marketing – one of the best marketing strategies to date.