Marketoon: Don’t Trust Your Brands Influence To Just Anyone.
Don’t trust your brand’s influence to just anyone.
There’s a big difference between someone smiling about a free backpack and a qualified, authentic expert. And when your customers are looking for credible advice on what to buy, they trust tried-and- true influencers who know their stuff.
Who are these trusted influencers? A true influencer is someone who is seen as an expert in a category. Thanks to their passion and product know-how, people trust their recommendation and come to them for advice on what to buy, and because they know their stuff, their advice is both credible and authentic.
There are three types of these tried-and-true influencers:
Retail associates: We commissioned Marshall Fisher, a professor at the Wharton School of the University of Pennsylvania, to lead a study involving more than 63,500 retail sale associates in 330 stores over 2 years, comparing point-of- sale data to sales associates’ engagement with influencer content in the categories and brands they sell. Our study found that brand sales were 87% higher for sales associates who engaged with just one education module specifically designed for that brand.
Industry pros: These experts are out in the field every day, and they’re having 22.2x more buying conversations than your typical consumer. Based on data from a joint study with Jonah Berger of Wharton and The Keller Fay Group who compared 6,000 Experticity influencers to members of the general public, these Influencers are sought out for advice on what to buy—and their expertise influences purchase decisions every day.
Social influencers: No, we’re not referring to a sponsored or paid social post from some social or B-list celebrity. These influencers are passionate about what they do and want to make your brand and your message a part of their life. For their followers, that passion and influence is infectious.
Whether it’s on the retail floor, in the field, or online, smart brands invest in experts whose trusted opinions influence purchase decisions every day. With Experticity, you can build an always-on influencer marketing strategy that has a lasting impact on sales.
Tips: So how to get started? First, define what an influencer looks like for your brand. Where do they shop? What do they like to do with their spare time? Second, empower those influencers with insider knowledge about your brand and access to products. Third, define your metrics for success and align them with the marketing KPIs that are most important to your brand.