Episode 63 - Making the Case for Influencer Marketing

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  • 8/10/2017
    Did you know that more than 70% of consumers are more likely to make a purchase based on a social media recommendation? As capturing consumer attention becomes increasingly more difficult, more brands are turning to influencers to help them connect with their target audience. On this episode, Communications Department Manager Madison Letizia and Communications Specialist Shantae Rollins break down the pros and cons of influencer marketing, the importance of transparency and how brands of all sizes can leverage influencer marketing to increase awareness and engagement. 

    What You’ll Learn in This Episode

    • The difference between celebrity endorsements and micro-influencer marketing.
    • The pros and cons of launching an influencer marketing program.
    • How influencer marketing can work within a larger marketing strategy.
    • Why transparency and authenticity are crucial for an effective influencer marketing program. 

    Episode Quotables 

    “Influencer marketing is designed to tap into an influencer’s already existing community of followers. It’s a good opportunity for brands to connect with their audience who may fall outside the reach of traditional advertising.”  
    “Influencer marketing doesn’t stand alone. It’s an extension of your existing marketing strategy.” 
    “A celebrity endorsement is a lot less about engagement and more about attaching someone’s fame or notoriety to a product, so you’re not really connecting with your audience. Micro-influencers have more established trust. They’re a little bit smaller and they might not have that celebrity status, but they do have influence within their specific niche. When they endorse or promote a brand, it comes from a well-researched, more holistic place.” 
    “You need to have an intent and a goal. Figure out what you really want to accomplish by partnering with a specific individual. How are they going to be able to help you better connect with an audience you’re not reaching? Are they going to drive traffic to your landing page, blog or a specific product page? It’s important to get clear about what you want to accomplish with an influencer marketing program.”
    “There are a ton of transparency rules that have evolved over the past few years, especially with the FTC. There are a lot of policies around disclosure and it’s pretty obvious when there is some type of collaboration.” 

    Episode Resources

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