Digital Marketing

How to Achieve (and Maintain) Influencer Status

By
Nicole Leinbach Reyhle
|
May 5, 2017

The term “influencer” has seen a dramatic spike over the last few years, generating attention for the value that influencers can bring to brands. By definition, an influencer is someone who has above-average impact on a specific niche industry or process, and through their existing relationships with social media and other marketing avenues they help to create market awareness for both their own businesses and other brands due to their influencer status.

This is a win-win scenario for influencers and those looking to work with them since it generates attention on both sides of the equation – the challenge, of course, is to determine who is worthy of this status.Kissmetrics.com, a popular analytics and marketing blog, suggests that when brands align with influencers, they are also aligning with their networks of other people – increasing the exposure of their brand.“

When you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience.” This type of exposure is undoubtedly good for business, which is why more and more brands are turning to influencers versus traditional marketing methods to help give their brands expanded visibility.

Persuading customers is no easy task, after all, but with the authenticity and trust that influencers are known for, consumers are more likely to buy a product or work with a service provider supported by an industry leading influencer than based off traditional marketing efforts alone.

This connection is key – ultimately determining if influencers are effective and if consumers are responding to their efforts. To help determine if you’re ready for influencer status or why others already are, consider the below three factors.

Influencer Factor #1: Your Social Media is Strong Twitter reported that 49% of modern day consumers look to social media for purchasing advice, with this increasing as each year passes. Expanding on this, a recent survey from Nielsen showed that 30% of consumers trust advertisements while 90% put their trust in peer recommendations. Keeping this in mind, it’s easy to understand how influencers can impact consumer decisions and through social media, it has become easier than ever to share opinions, ideas, insight, and more thanks to the quick engagement social media offers. If your social media is strong, you’re more likely to get a response from your audience and therefore, influence them.

The key to strong, however, isn’t necessarily having the most followers but rather active followers who engage in what you share via social media. Comments, likes, shares, retweets, and more help rank influencers to their status – truly identifying how valuable they are in what they offer via social media. Jennifer Walsh, Founder of The Healthy Entrepreneur, encourages those looking to work with influencers to remember a key detail in the value they can bring to social media and all opportunities that may lend their brands more exposure.“

I believe the most influential people out there are CEO’s, Founders, Creators. They have the greatest opportunities and platforms to speak on all that they are passionate about… not just limited to social media. They are often keynote speakers, get asked to comment on TV, are often featured in the media and more.”

Influencer Factor #2: You Consistently Offer Insight & Ideas Influencers don’t get a day off… technically speaking, of course. Their insight and perspectives are consistent and respected, offering views in a way only they can do. Whether it’s how they deliver content – whether it’s via a blog, through videos, podcasts or any other way – or the fact that they are willing to speak up with an opinion that may not always be the most popular, the key factor here is that influencers share insight on a regular basis – giving their audience something to look forward to as well as trust.“

Influencer marketing has naturally become an integral part of modern marketing efforts since influencers are a trusted bridge between businesses and their target demographics. Influencers become influencers because people trust them. Their opinion carries weight in the same way a celebrity’s might in a broader societal fashion, yet an influencer can provide focused niche marketing to penetrate with more specificity,” shares Noah Kaufman, MD, President and Co-Founder of the Wolfpack Ninja Tour and an influencer who has gained rank and recognition through his work with the popular American Ninja Warrior TV show.

Using his influencer status, Kaufman applies much of his energy towards helping kids become healthier, “one kid at a time”, as Kaufman explains. “Through the Wolfpack Ninja Tour and by using the influencer status that some of the ninjas from the show have obtained, we strive to fulfill a higher purpose which is namely to make the world healthier one kid at a time and battle the unconscionable epidemic of obesity and diabetes,” explains Kaufman.

The efforts that Kaufman and the entire ninjas who make up the Wolfpack Ninja Tour would likely not generate as much exposure had they not gained influencer status through American Ninja Warrior and their ongoing, individual social media marketing efforts. Their consistency has paid off – earning them respect, gaining them attention, and allowing them to bring something like the Wolfpack Ninja Tour to life. Your own influencing rank can strengthen, too, when you aim to work hard and be consistent in your efforts.

Influencer Factor #3: You’re Willing to Work in a Partnership Let’s face it – being an influencer isn’t a single lane highway. It’s indeed a two-lane or more avenue that requires your ability to welcome a passenger seat driver. “Collaboration happens when it makes sense for both sides and when both sides see it as a true partnership opportunity,” shares Walsh, also the Founder of a popular video show entitled “Walk With Walsh” which interviews various influencers and industry leaders. As you aim to strengthen your influencer status, remember that a willingness to work with others is key. This may include specifics identified by a client hiring you to meet deadlines or create unique content for them. Whatever the partnership is, remember that it’s just that – a partnership. How well you work with others can impact your reputation as an influencer, so remember this key point, as well. Finally, Kaufman offers this final piece of advice for those looking to earn their status as an influencer. “Put people first and share experiences that teach valuable lessons. You obviously also have to put yourself out there, but the moment you start trying too hard, people pick up on that. Strive to lead an authentic and original life, and you will influence others to do the same. It’s ironic, but there is quite a bit of magic in the simple art of just being you.” How did you achieve (and maintain) influencer status using Fiverr? Tell us in the comments below!

Nicole Leinbach Reyhle
Nicole Leinbach Reyhle is the Founder and Publisher of Retail Minded, the Co-Founder of the Independent Retailer Conference and a regular contributor to various publications. Additionally, Reyhle is the Author of the book “Retail 101: The Guide to Managing and Marketing Your Retail Business” from McGraw-Hill and has been the Spokesperson for Small Business Saturday from American Express since 2014. Follow Reyhle on Twitter at @RetailMinded.
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