Thanks to social media, just about anyone has the ability to have their opinions heard across the globe. Though traditional marketing tactics remain important, as a marketer, effectively promoting your company requires embracing brand influencers as part of your overall strategy. The following are the basics of what you need to know about global influencer marketing:
What Are Brand Influencers?
At 18 years old, Bethany Mota is one of the youngest and most successful brand influencers. With over 2 million YouTube followers, her “haul” videos, which feature her latest fashion purchases, influence young consumers worldwide and have made her into a celebrity and brand in her own right. However, brand influencers come in all shapes and follower sizes. A massive following or celebrity status doesn’t automatically equate with loyalty. Brand influencers are those who are not only active on social media networks, but have built a solid reputation of dependability and expertise in a particular niche.
The Benefits of Influencer Marketing
Consumer-driven marketing is growing increasingly more important. According to a McKinsey study, consumer-led activities, such as Internet reviews and word-of-mouth recommendations, account for two-thirds of purchasing decisions. Brand influencers have the power to increase your social media presence and even sell your product through their reviews and recommendations. Influencer marketing can be a tremendous tool for companies that have just begun to grow globally and are establishing themselves in new international markets. Brand influencers can act as a bridge, introducing your products to consumers who otherwise may not have heard of your brand.
Local Versus Global
There are some influencers whose reach is so great that it extends beyond one single country. Due to their vast networks of followers, these global influencers can be useful for big brands that cover multiple international markets. However, they may lack the ability to connect with local markets because of language and cultural differences. Local influencers, on the other hand, can more effectively engage followers in their specific markets, but if it’s not a market you are targeting, the influencer might not be of much use to your campaign. Building a team that includes both local and global influencers will allow you to cover a breadth of consumers while making more intimate connections.
Effectively using brand influencers starts with developing excellent customer service. How you interact with consumers via blog posts and social media sets the tone for a positive customer experience, which will lead to brand loyalty and positive influencer marketing. When developing your customer service strategy for the foreign market, it is important that your content and social outreach is relevant to the region and culture. A professional translation service that utilizes human translators can help ensure your content makes sense. The last thing you want to do when trying to establish a positive consumer experience in the global market is alienate a particular cultural demographic.
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