{"id":11343,"date":"2016-07-29T09:35:31","date_gmt":"2016-07-29T14:35:31","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=11343"},"modified":"2019-05-16T10:49:47","modified_gmt":"2019-05-16T15:49:47","slug":"influencer-marketing-small-business","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/influencer-marketing-small-business\/","title":{"rendered":"Why Influencer Marketing Makes Sense for Small Business"},"content":{"rendered":"<style type=\"text\/css\">\n.button {<br \/>\n    display: block;<br \/>\n    margin: 0 auto;<br \/>\n    width: 370px;<br \/>\n    height: 55px;<br \/>\n    font: 700 24px\/50px \"Trebuchet MS\", Arial;<br \/>\n    text-align: center;<br \/>\n    color: #1f1f1f;<br \/>\n    background: url(https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2015\/02\/button.png);<br \/>\n}<\/p>\n<p>.button:hover {<br \/>\n    background-position: 0 -55px;<br \/>\n}<br \/>\n<\/style>\n<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11586\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing.png\" alt=\"Influencer Marketing\" width=\"1201\" height=\"629\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing.png 1201w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-300x157.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-768x402.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-1024x536.png 1024w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">Your advertising is being ignored.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">And customers are frustrated with media ads interrupting their everyday lives. So, they turn a blind eye to your advertisements.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Consumers would rather listen to a celebrity or even a well-known blogger talk about your products and services.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>This is the rise of influencer marketing.<\/strong> Buyers desire organic conversations from those they admire.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">'Credibility means trust, and a natural way to earn an audience\u2019s trust is to seek influencer advocates to help amplify your content,'\u009d says Inc. contributor <a href=\"http:\/\/www.inc.com\/ilya-pozin\/7-companies-that-can-fuel-your-influencer-marketing.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Ilya Pozin<\/span><\/a>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Perhaps it\u2019s time for your small business to try influencer marketing. <\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">What Is Influencer Marketing?<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Influencer marketing focuses on using industry leaders to drive your brand\u2019s message. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Instead of marketing directly to your target audience, small businesses hire influencers to spread the word about their products or services. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">This type of marketing isn\u2019t a new trend. Brands have been using this technique for centuries.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">'The idea of using someone else\u2019s celebrity and\/or credibility to help boost awareness or trial of products and services has been part of the marketer\u2019s toolkit since at least 1760, when Robert Wedgewood of Wedgewood China began using endorsements from members of the Royal Family to boost pottery sales,'\u009d writes <a href=\"http:\/\/www.convinceandconvert.com\/convince-and-convert-podcast\/the-shocking-roi-of-influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Jay Baer<\/span><\/a>, president of Convince &amp; Convert.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">What makes it so unique today is the power of social media. Twitter, Instagram, and Snapchat amplify messages from influencers. It also gives the customer a chance to connect directly with the individual.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Moreover, influencer marketing activates word-of-mouth marketing. According to McKinsey, word-of-mouth is 'the primary factor influencing between <a href=\"http:\/\/searchengineland.com\/6-reasons-boost-seo-content-investments-influencer-marketing-250320\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">20 percent and 50 percent of all purchasing decisions<\/span><\/a>.'\u009d <\/span><\/p>\n<p class=\"p1\">[bctt tweet=&#8221;Word-of-mouth influences 20-50% of all purchasing decisions &#8211; @McKinsey #InfluencerMarketing&#8221; username=&#8221;hostgator&#8221;]<\/p>\n<p class=\"p1\"><span class=\"s1\">Customers aren\u2019t impressed with your banner ads or direct mail flyers. They want to receive information from a trusted source. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Influencers, like local bloggers, subject matter experts, and authors, can talk with your target audience on a deeper level. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Your 30-second TV commercial might not resonate with the buyer. But a guru in your industry posting a tweet about your services can potentially send leads to your website.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Here\u2019s an example of Chris Brogan, a popular marketing consultant, tweeting about Staples.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">My friends at <a href=\"https:\/\/twitter.com\/Staples\">@Staples<\/a> have made an awesome offer for YOU! = <a href=\"https:\/\/t.co\/WcWItaXEoF\">https:\/\/t.co\/WcWItaXEoF<\/a><\/p>\n<p>- Chris Brogan (@chrisbrogan) <a href=\"https:\/\/twitter.com\/chrisbrogan\/status\/714482898737446912\">March 28, 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p><span class=\"s1\">Influencer marketing isn\u2019t a new business strategy. However, when executed properly, it can produce positive results in this digital economy.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">The Benefits of Influencer Marketing<\/span><\/h2>\n<p><span class=\"s1\">Influencer marketing is more than just another tactic in a marketer\u2019s toolbox. It satisfies your customers\u2019 needs, in return adding money to your bottom line.<\/span><\/p>\n<p><span class=\"s1\">Research shows that influencer marketing is the fastest-growing online customer-acquisition channel. It beats organic search, paid search, and email marketing.<\/span><\/p>\n<p><span class=\"s1\">For every $1 spent on influencer marketing, <span class=\"s2\">businesses earn $6.50<\/span>. And the top 13% are earning $20 or more.<\/span><\/p>\n<figure id=\"attachment_11347\" aria-describedby=\"caption-attachment-11347\" style=\"width: 1458px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11347\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-Agency.png\" alt=\"Influencer Marketing Agency\" width=\"1458\" height=\"822\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-Agency.png 1458w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-Agency-300x169.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-Agency-768x433.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Influencer-Marketing-Agency-1024x577.png 1024w\" sizes=\"(max-width: 1458px) 100vw, 1458px\" \/><figcaption id=\"caption-attachment-11347\" class=\"wp-caption-text\">Source: <a href=\"http:\/\/blog.tomoson.com\/influencer-marketing-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tomoson Influencer Marketing Study<\/a><\/figcaption><\/figure>\n<p><span class=\"s1\">In addition, marketers report that they acquire better customers when implementing influencer marketing. This means buyers possess a genuine interest in their brands and are more willing to make a purchase.<\/span><\/p>\n<p><span class=\"s1\">When you collaborate with influencers, you\u2019re introduced to a new set of consumers. Some may have no prior knowledge of your brand.<\/span><\/p>\n<p><span class=\"s1\">'You can reach people your brand might not otherwise be able to reach. Ad blocking and numbness to advertising and marketing are big issues. People trust those they know (experts, peers, and folks they\u2019re connected to on their social networks) more than advertisers, so influencers can play a role there,'\u009d writes <a href=\"http:\/\/www.socialmediaexaminer.com\/influencer-marketing-what-you-need-to-know-to-get-started-lee-odden\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Michael Stelzner<\/span><\/a>, founder and CEO of Social Media Examiner.<\/span><\/p>\n<p><span class=\"s1\">Small businesses should take advantage of influencer marketing. It has the potential to reduce costs and increase revenues.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">Selecting Your Influencer<\/span><\/h2>\n<p><span class=\"s1\">The people you associate with your small business matters. You don\u2019t want to ruin your brand name. Use business acumen and common sense when selecting a potential influencer.<\/span><\/p>\n<p><span class=\"s1\">Identify influencers based on how they align with your brand\u2019s mission and values. Do some preliminary research by following them on social media.<\/span><\/p>\n<p><span class=\"s1\">What are they saying? How do they interact with their fans?<\/span><\/p>\n<p><span class=\"s1\">When you&#8217;re comfortable, contact a few influencers. Find their email addresses on Linkedin or with the tool <a href=\"https:\/\/emailhunter.co\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Email Hunter<\/span><\/a>.<\/span><\/p>\n<p><span class=\"s1\">Be cordial and straightforward in your communications. State your purpose and the value of the potential partnership.<\/span><\/p>\n<p><span class=\"s1\">'Although influencers are their own business, the majority aren\u2019t businesspeople. Too much corporate talk can scare them away, and it\u2019s best to arrange a face to face meeting\/Skype call as soon as you can,'\u009d explains SocialChain\u2019s <a href=\"https:\/\/blog.bufferapp.com\/influencer-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Anna-Marie Odubote<\/span><\/a>.<\/span><\/p>\n<p><span class=\"s1\">As negotiations begin, consider how to compensate influencers.<\/span><\/p>\n<p><span class=\"s1\">'When it started out, it was all unpaid, because people viewed it as more PR-focused than media-focused,'\u009d said <a href=\"http:\/\/www.emarketer.com\/Article\/Influencer-Marketing-Rapidly-Gaining-Popularity-Among-Brand-Marketers\/1013563\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Rustin Banks<\/span><\/a>, co-founder and chief product officer at influencer marketing firm TapInfluence. Now, 'each of these influencers is a media channel, and media channels need to be compensated.'\u009d<\/span><\/p>\n<figure id=\"attachment_11349\" aria-describedby=\"caption-attachment-11349\" style=\"width: 688px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11349\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Paying-Influencers.png\" alt=\"Paying Influencers\" width=\"688\" height=\"452\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Paying-Influencers.png 688w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Paying-Influencers-300x197.png 300w\" sizes=\"(max-width: 688px) 100vw, 688px\" \/><figcaption id=\"caption-attachment-11349\" class=\"wp-caption-text\">Source: <a href=\"http:\/\/www.emarketer.com\/Article\/Influencer-Marketing-Rapidly-Gaining-Popularity-Among-Brand-Marketers\/1013563\" target=\"_blank\" rel=\"noopener noreferrer\">eMarketer<\/a><\/figcaption><\/figure>\n<p><span class=\"s1\">While free products may be enough for some influencers, most prefer monetary compensation. Agree to an amount that will satisfy all the parties involved.<\/span><\/p>\n<p><span class=\"s1\">Take the time to locate a suitable influencer for your company. And agree to a compensation package that works for everyone.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">Campaign Execution Matters<\/span><\/h2>\n<p><span class=\"s1\">A market research firm found that '<a href=\"http:\/\/mediakix.com\/2016\/03\/influencer-marketing-statistics-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">84% of global marketers<\/span><\/a> expected to launch at least one influencer marketing campaign in the coming years.'\u009d<\/span><\/p>\n<p><span class=\"s1\">Stay ahead of your competition by developing an effective campaign. Experiment with different types of collaborations. Here are a few:<\/span><\/p>\n<h3><span class=\"s1\"><i>1. Sponsored Posts<\/i><\/span><\/h3>\n<p><span class=\"s1\">Work with influencers to create a <span class=\"s2\">sponsored blog post<\/span>. The post can explain a current problem facing your customer. And the solution can be your brand\u2019s services told from the influencer&#8217;s point of view.<\/span><\/p>\n<p><span class=\"s1\">On the technical side, sponsored blog posts support your SEO strategy. The backlinks will help drive traffic to your site. <\/span><\/p>\n<h3><span class=\"s1\"><i>2. Social Media Takeovers<\/i><\/span><\/h3>\n<p><span class=\"s1\">For a more interactive experience, host an influencer takeover on one of your social media accounts. It\u2019s like a short-term celebrity endorsement.<\/span><\/p>\n<figure id=\"attachment_11350\" aria-describedby=\"caption-attachment-11350\" style=\"width: 1458px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11350\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Social-Media-Influencers.png\" alt=\"Social Media Influencers\" width=\"1458\" height=\"920\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Social-Media-Influencers.png 1458w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Social-Media-Influencers-300x189.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Social-Media-Influencers-768x485.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Social-Media-Influencers-1024x646.png 1024w\" sizes=\"(max-width: 1458px) 100vw, 1458px\" \/><figcaption id=\"caption-attachment-11350\" class=\"wp-caption-text\">Source: Outbrain<\/figcaption><\/figure>\n<p><span class=\"s1\">For instance, the influencer can share exclusive posts on your Instagram account. The individual will promote your content and direct followers to your landing pages. <\/span><\/p>\n<p><span class=\"s1\">The timeframe depends on your goals. The takeover can last for two hours or one week. <\/span><\/p>\n<h3><span class=\"s1\"><i>3. Brand Ambassador<\/i><\/span><\/h3>\n<p><span class=\"s1\">Let influencers be an extension of your brand. Your target audience will value the partnership because they respect the influencer\u2019s opinions. <\/span><\/p>\n<p><span class=\"s1\">The goal is to transfer that built-in influencer credibility to bolster your brand\u2019s image. For example, <span class=\"s2\">LuLulemon Athletica<\/span> uses influential members of the yoga community for their brand ambassador program.<\/span><\/p>\n<p><span class=\"s1\">Also, consider developing long-term relationship with influencers. It helps build a stronger connection. And reinforces brand recognition amongst your customers.<\/span><\/p>\n<p><span class=\"s1\">'Working with an influencer more than once ensures that an influencer\u2019s brand mention is authentic and trusted by their network which results in more engagement for the brand&#8230;we advocate that brands foster an engaged network of influencers so that they can run campaigns with an pre-existing, happy database of influencers,'\u009d says <a href=\"http:\/\/www.grouphigh.com\/blog\/5-types-influencer-marketing-campaigns-brands-run\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\">Kristen Matthews<\/span><\/a>, director of all things digital marketing at GroupHigh.<\/span><\/p>\n<p>[bctt tweet=&#8221;Three #InfluencerMarketing strategies: sponsored posts, social media takeovers, and brand ambassadors.&#8221; username=&#8221;hostgator&#8221;]<\/p>\n<p><span class=\"s1\">Many small businesses will be diving into influencer marketing. Lead the pack by executing different campaigns.<\/span><\/p>\n<h2><span class=\"s1\">Learning by Example<\/span><\/h2>\n<p><span class=\"s1\">Influencer marketing centers around engagement. So, the best way to learn is to see real-life examples in action. Check out the brands below.<\/span><\/p>\n<p><span class=\"s1\">1. NatureBox teamed up with Rachel Parcell, the blogger behind <span class=\"s2\">Pink Peonies<\/span>, on a sponsored blog post.<\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\"><\/div>\n<p><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/5-MTGWGx75\/\" target=\"_blank\" rel=\"noopener noreferrer\">Today I&#8217;m teaming up with @NatureBox to share with you which of their super tasty snacks are my fave! Visit pinkpeonies.com to view the full post + learn how to get started with your very own NatureBox today! \u00f0\u0178\u2019\u2122 (pc: @jessakae)<\/a><\/p>\n<p>A photo posted by Pink Peonies (@rachparcell) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2015-08-04T18:36:52+00:00\">Aug 4, 2015 at 11:36am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script src=\"\/\/platform.instagram.com\/en_US\/embeds.js\" async=\"\" defer=\"defer\"><\/script><\/p>\n<p class=\"p1\"><span class=\"s1\">2. Castrol collaborated with top tech YouTuber Austin Evans on their #VirtualDRIFT campaign.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/zZiM-8TTkmM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p1\"><span class=\"s1\">3. Snapchat influencer Evan Garber did a takeover of the U.S. Open Tennis Championship account.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/8KgKmQnkwvo\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p1\"><span class=\"s1\">Now, it\u2019s your turn. Use these examples as inspiration for your next campaign.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">Initiating Influence<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Drive your brand\u2019s message with influencers. Leverage their influence to bring awareness to your products.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Select an influencer who exemplifies your brand. Execute a strategy that meets your customer\u2019s expectations. And don\u2019t be afraid to learn from industry leaders.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Start your marketing campaign. Influence your customer.<\/span><\/p>\n<p class=\"p1\">\n<p style=\"text-align: center;\"><strong>Establish your own brand&#8217;s influence with a spectacular website from HostGator.<\/strong><\/p>\n<p style=\"text-align: center;\"><a class=\"button\" href=\"http:\/\/www.hostgator.com\/shared\">Get Started With HostGator!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your advertising is being ignored. And customers are frustrated with media ads interrupting their everyday lives. So, they turn a&#8230;<\/p>\n","protected":false},"author":164,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[],"class_list":["post-11343","post","type-post","status-publish","format-standard","hentry","category-startup-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influencer Marketing for Small Businesses | HostGator<\/title>\n<meta name=\"description\" content=\"Consumers would rather listen to a celebrity or well-known blogger talk about your products and services. Learn more about the rise of influencer marketing!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hostgator.com\/blog\/influencer-marketing-small-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Influencer Marketing Makes Sense for Small Business\" \/>\n<meta property=\"og:description\" content=\"Consumers would rather listen to a celebrity or well-known blogger talk about your products and services. 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