Social Influence Marketing: The New Marketing Mix

Actions for launching a brand or product or to promote events or services that are guided by an influencer are ideal. One of the most important points is knowing how to recognize influencers. The social influence marketing  is characterized by a thorough analysis of the digital environment to identify people that influence your target audience.

The first thing that should be taken into account when thinking about a campaign of this style are the objectives, and we recommend that these be SMART.

Beware of False Influence

There are a lot of profiles of this type. In any of the social platforms there are accounts fattened by bots that only serve for programmed actions. Be careful with these profiles. Never believe in the offer of a list of influencers. An influencer will not have a prefabricated catalog; It is a professional and a real person that causes a real impact.

Popularity VS Influence

Two concepts that, at first glance, look alike but are totally different. One way to see it is that a famous person is someone who has everyone's applause and an influencer is one who leads people to perform an action. If these concepts are applied from this point of view the social influence will pay good results.

Marketing is based on communication; Without communication, there is no possibility to interact, and if brands respect this principle, people will not be attracted to a brand. A campaign led by an influencer must take the brand to another level of language, the person who establishes positive opinions of a brand so that the public identifies itself must be consistent with the existing language style. Sometimes, due to the style of each influencer, the way in which the message is sent is affected, this is where the specific study of the profile that will drive the brand, the product or the service takes on value.

Since the digital bubble exploded, everyday life was divided into two worlds. Everything that is online and everything that has no online presence, that's why it is said that there is an online and offline life. Marketing does not escape this reality. In the moments in which true globalization takes place, we see how it is necessary to occupy a greater digital presence, and with a mix of strategies with influencers, it is possible.

Social Influence Marketing

In summary there are some things that should be clear.

• If someone calls himself an influencer, first you have to check that this information is true.
• If an agency offers you profiles catalog in different social networks, distrust. A good agency will hear your problems will determine the project with a briefing.
• Online life does not exist without offline, so use them wisely so that the community can talk about your brand, product or service.
• The influence can be measured but its measurements are not made in likes, fans or followers. You need specific KPIs to be able to measure correctly.

The real influencers will drive your brand, the fake ones can make you fall to the deepest black hole of the internet. In short, Social Influence Marketing is a good strategy option if what you want is a great return on your investment.