Take a mental journey back to your high school cafeteria. It’s the beginning of your freshman year. You’re still testing the waters and you’re nervous about finding friends. You walk into the cafeteria and see a crowded table filled with laughing peers who look like they’re having the kind of fun that you should be having. You want to be among these kids, but you don’t know how. You could walk up to the table and take a seat, but that’s not how high school works. You need a reason to be there. You need an in. Just then, you see a kid from your English class sitting at the table. You make eye contact and he waves you over. You walk up to the table and this new friend introduces you to the others and you sit down. You’ve made it. You’re in.
Now, bring yourself back to the present. As a small business owner, today’s competitive digital marketplace is not unlike your high school cafeteria. Only instead of trying to find friends, you’re trying to gain new customers. Some small businesses try to force their way into a seat at the table, but like the students at your high school, most consumers don’t want to be forced into acceptance. They want to know that you’re worthy of their patronage. And in the same way that the kids at the table looked to your friend for reassurance that you belonged there, consumers look to social influencers to gauge the credibility of a business or brand.
Social influencers are people who have gained notoriety as experts and thought leaders in a given industry.
They have a large presence on social media, and their followers look to their blogs and other content they produce for direction on which products they should purchase and which businesses they should support. Most consumers feel that branded content is too biased, so they look for reviews and recommendations from people outside of the brand.
In fact, recent data shows that 92% of consumers trust recommendations from other people more than brand content.
There are social influencers in every industry, and while large businesses can pay them to promote their products or services, small businesses without immense advertising budgets can take a grassroots approach to influencer marketing by creating strong, worthwhile content that readers feel compelled to share. The more people that are talking about your brand, the better your chances of gaining credibility with influencers and expanding your reach.
In the same way that your high school friend vouched for your coolness in the cafeteria, social influencers can help to cement your credibility as a trusted business.
To learn how your small business can distribute the type of content that gets noticed by influencers, as well as search engines, contact High Level Marketing today!