Prince Harry and Meghan Markle. Aside from being mega rich and rather beautiful, they’re pretty famous too, am I right? Thanks to the wedding of the century, you’ve probably read more about the following businesses over the past few days than you have in the past, well, ever:
Violet Cakes (the bakery).
Alexi Lubomirski (the photographer).
Philippa Craddock (the florist).
It’s safe to assume that traffic to these brands’ websites has gone through the roof. And that sales of Givenchy (The Dress) and Stella McCartney (The Other Dress) designs have followed suit. Ooh and, while we’re at it, let’s not forget about that lovely, camel-coloured Sentaler coat which sold out very shortly after Ms. Markle wore it on Christmas Day…
Enough about fashion, tell me about marketing!
OK, OK. Look, if you can’t get the Royals to personally vouch for your products, don’t worry. There are other personalities out there who may be more aligned with what you have to offer. And if you were to pay them to promote your business, you’d be dabbling in a spot of influencer marketing.
Here’s what this particular form of marketing looks like in 20 words: Associating with people of influence to boost your traffic, build your brand’s credibility, widen your audience and increase your sales.
Slipstreaming celebs like a boss, basically.
Fortunately, influencer marketing is not just for the world of B2C. While good, old-fashioned contouring tutorials* are still making a killing on YouTube, B2B influencers are having a moment too. In fact, just last year we reported on how early adopters are harnessing this kind of partnership to enhance their business strategy. Read our blog to explore this tactic in greater detail.
* On that note, despite Rihanna’s best efforts, I still look like a potato attached to a keyboard.
Nice idea, but is it for me?
Either you’re here because you bloody love the royal family, or because you’re wondering whether influencer marketing might be for you.
As we pointed out in last year’s blog, B2B buyers are evolving. They’re going online to find the content and information they want, when they want it. This means that, for marketers like you, inbound is king. Especially now that new data laws have made it even more important for brands to create genuinely interesting content. So, if you’re looking to draw in readers, followers and one-day-buyers, influencer marketing could be a good fit.
In our opinion, these are the three, key questions you should ask yourself before putting your brand in the hands of a third party:
Does the influencer align well with your company’s persona, mission and area of expertise?
Could their typical follower realistically become a customer of yours, one day?
Have you agreed on how much autonomy the influencer would have, in terms of content creation?
Interesting stuff. What’s next?
We hope this article’s inspired you. If you’re keen to get started with influencer marketing but unsure where to start, we can point you in the right direction. Simply ping us a email, leave a comment below or give us a call.