To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem. Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers. Collaborating with influencers on content that the influencers then promote to their subscribing community can become a powerful differentiator for any marketing program. Challenge solved: Influencers are trusted. When influencers share that content, the effect of their audiences’s trust goes even further. Challenge solved: Creator Influencers are experts at creating content. Those same influencers also have an active audience that engages with their shared content. There are many more challenges for marketing than the six above. Who are your best influencers? Which of your customers are most likely to advocate for your brand?
Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever.
To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem.
1. Challenge: Ad Blocking. 600 million devices using ad blocking, leading to a loss of $22 billion in ad revenue (PageFair). If buyers don’t ever see your ads, what chance do you have?
Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers.
When you subscribe to the idea that everyone is influential about something, especially with their friends, co-workers and social connections, this statistic from Nielsen (83% of consumers trust recommendations from their peers over advertising) becomes very powerful.
Collaborating with influencers on content that the influencers then promote to their subscribing community can become a powerful differentiator for any marketing program.
Of course not all customers use ad blocking and there are incredible opportunities to be realized with sophisticated ad targeting. That’s why when properly executed, influencer content can be leveraged for both organic and paid promotions.
2. Challenge: Information Overload. Consider this: 90% of the world’s data has been created in the last 2 years. That’s 2.5 quintillion bytes of data a day (IBM). In fact, 74gb of media are sent to the average consumer on an average day (USC/ICTM).
The sheer number of choices faced by consumers and general distrust has turned brand marketing into noise for many customers.
Challenge solved: Influencers are Focused. One of the most compelling reasons a person is influential is because of the specificity in the topics they cover. Because of that specialization, buyers anticipate rather than ignore or feel overwhelmed by what their trusted influencers share.
While some influencers distribute their content on multiple channels, their personal brand focus plus consistency and trust equals a signal that buyers pay attention to.
3. Challenge: Google Hates SEO. Search Engine Optimization bloggers have been positing this question for 10+ years. With Google algorithm and platform updates including Florida, Panda, Penguin, Hummingbird, Pigeon, RankBrain, Mobile, Possum, Fred and the thousands of launches, live traffic experiments, side-by-side experiments and over 130,000 search quality tests, it makes you wonder: is this all for improving the customer experience or is some of it to thwart SEO?
Challenge solved: Google actually likes influencer content. Another key ingredient to why someone is influential is their credibility and authority. An influencer’s specific expertise and their ability to provide insights, answers and even research based perspectives all deliver on the Google’s expectation that content be useful.
Beyond influencer content being useful, there’s the practice of making content worth linking to. Influencers typically have a subscribed audience, many of which publish themselves. When influencers publish and promote content, it naturally attracts links.
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