24 key facts about influencer marketing and influencers 0

Posted on October 16, 2016 by Rob Petersen

influencer marketing

Influencer marketing focuses on using key leaders to drive your brand’s message to a larger market. The goal of influencer marketing is to drive action, not just awareness.

That’s because influencers are expected to spread the word through their social network. Influencer marketing works with two other forms of marketing: social-media marketing and content marketing.

Picking the right influencer for a brand requires careful consideration. Research has to be conducted to determine:

  • Who are the right influencers for your brand and why?
  • What are social channels where they have the most influence? Is that where your audience is?
  • Where is content coming from? You or the influencer?
  • How do you measure success?

But influencers have standards too. They want businesses to view them as trusted subject matter experts. And treat them respectfully.

Here are 24 key facts about influencer marketing and influencers.

  1. Influencer marketing, among brands that use it, is reported to be their fastest-growing online customer-acquisition channel, outpacing organic search and email marketing. (Tomoson Influencer Study)
  2. 87% say social profiles and data are the most important criteria when selecting an influencer. (eMarketer)
  3. 84% of marketers say they will launch at least one influencer campaign within the next twelve months. (eMarketer)
  4. 84% of influencers say they surface content inspiration from their own audiences. (Crowdtap)
  5. 81% say influencer engagement is effective. (eMarketer)
  6. 76% of influencers say they will work with brands that grant editorial and creative freedom above competitive compensation. (Crowdtap)
  7. 75% say verified web traffic of an influencer is the most important criteria when selecting an influencer. (eMarketer)
  8. 75% of marketers say identifying the right influencer is their biggest challenge. (eMarketer)
  9. 70% of influencers work on less than 5 campaigns per year. (Bloglovin’)
  10. 69% of marketers say identifying the right tactics is the biggest challenge. (eMarketer)
  11. 59% of marketers plan to increase their influencer marketing budgets over the next 12 months. (Tomoson)
  12. 59% of incfluencers in fashion and beauty think Instagram is the most effective social media platform to engage their target audience. (Bloglovin’ Global Influencer Survey)
  13. 56% of marketers consider sales figures to be the most important influencer marketing metric. (Tomoson)
  14. 54% of influencers are being paid to create branded content on their blog. (Bloglovin’)
  15. 53% of influencers have never paid to promote a post. (Bloglovin’)
  16. 51% of marketers believe they acquire better customers through influencer marketing. (Tomoson)
  17. 50% of marketers use influencer marketing to generate leads and drive sales. (Tomoson)
  18. 49% of influencers say brands must understand their interests and only approach them with relevant opportunities that are a fit for their audience. (Crowdtap)
  19. 47% of influencers say they will work with brands whose values align with their own. (Crowdtap)
  20. 47% of inflencers say editorial guidelines are oftentimes too limiting or strict. (Crowtap)
  21. 40% of marketers use influencer marketing to focus on brand engagement. (Tomoson)
  22. 33% chose Facebook Live as their favorite new social trend. (Bloglovin’)
  23. 6% of marketers use influencer marketing to focus on content promotions. (Tomoson)
  24. $6.50 for each $1 spent is what business are making on influencer marketing; the top 13% earning $20 or more. A resounding 70% are earning $2 or more, with the rest either breaking even or failing to generate a return on investment (Tomoson)

Do these facts surprise you about influencer marketing? Is influencer marketing something your business should pursue? Does your business need help pursuing influencer marketing?


5 top ways influencer marketing works for business (infographic) 1

Posted on August 07, 2016 by Rob Petersen

  • 93% of professionals say influencer marketing is effective for building brand awareness
  • 76% say influencer marketing is effective for generating customer loyalty
  • 73% say influencer marketing is effective for lead generation

These are just some of the stats and facts from Shane Barker’s infographic below. And, as the graph from Google Trends shows above, influencer marketing is on the rise

Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers.

When a brand identifies influencers, they often look at number of followers that identity has on social platforms. Influence isn’t just having a lot of followers. It’s also driven by expertise and credibility on subject matter and the relationship between the influencer and his or her followers.

Is influencer marketing right for your business? How do you go about it. Here in an infographic on the 5 top ways influencer marketing works for business from a number of vantage points.

influencer marketing

We’re grateful to Shane Barker for this thoughtful and well-researched infographic.

Does this explain if influencer marketing is right for your business?


Shane Barker is an accomplished digital marketing consultant. From working with celebrities on digital reputation management to obtaining a #1 national ranking with PROskore as a social media consultant, Shane has built an impressive list of accomplishments in digital marketing. As a regular contributor to publications like Salesforce, Yahoo Small Business, Marketing Profs and others, he continues to grow and share his knowledge.

How to build a strategy for social influence in 8 steps 0

Posted on January 18, 2015 by Rob Petersen



social influence

  • 78% of people say companies’ social media posts impact their purchase decisions
  • 71% are more likely to make a purchase based on social media referrals
  • 25% of social media users have purchased a product after sharing it or marking it as a Favorite on Facebook, Twitter or Pinterest (source: Digital Information World; an infographic from invesp is below)

These facts show social influence plays an important role in our purchase decisions.

Social influence is a reason companies turn to social media. But, to get desired results, there has to be a strategy: A roadmap with guiding principles that defines a plan, actions and measurements to achieve success.

Is social influence a reason your business is in social media? Do you have a strategy?

Here’s how to build a business strategy for social influence in 8 steps.

  1. DO RESEARCH TO IDENTIFY INFLUENCERS: Find out who is talking about your brand, industry or key topics. Start with social listening tools like HootSuite, or Topsy using keywords. Look at their website rank, audience and links through Alexa: influence with Klout; measure the size of the social network followings. Assemble a list of dozen or more potential influencers to begin building key influencer relationships.
  2. ESTABLISH RELATIONSHIPS BASED ON SHARED VALUES: Whether you pay influencers or rewards them with your own products and services, the basis of the relationship has to begin with shared values. Kim Kardashian is reported to get $25,000 a tweet for Armani. I guest post on websites of colleagues like Mark Schaefer’s {Grow} and Mike Moran’s, Biznology blogs to increase outreach. There’s a big difference in the currency but, in both cases, there is a similarity in that the relationships are based on shared values.
  3. DON’T USE INFLUENCERS TO SELL BUT TO TEACH SOMETHING NEW: Influencers are deeply involved in their community, whether it’s a school district or friends who share similar interests in cooking or working on their cars. Influencers arrange their lives to collect information about things they’re passionate about. Their community relies on them to be the first to find out about the things in which they’re most interested.
  4. PUBLISH OR PERISH: Relevant content is the key ingredient to any social influence program. Your audience expects it on a regular basis. Don’t disappoint them. Publish regularly behind a schedule with sufficient resources. Create a Content Calendar to guide, direct and manage this key task. As examples, HubSpot has a good template and CoShedule is a more recent service that prolific bloggers recommend.
  5. CONTRIBUTE A MIX OF CONTENT TO THE CONVERSATION: Content is anything but a singular asset. It can cover a range from: blog posts, images, videos, reviews, testimonials, surveys, newsletters, case studies, how-to-tips, ebooks, product in use or demonstrations to you get the idea. If you need more ideas, here are 101 different types of content.
  6. BE THERE WITH CUSTOMER CARE AND SERVICE: If your social influence program is working, your product or service may not for some of your customers. They will use your community to talk about a product that malfunctioned or didn’t work properly for them; or maybe just to sound off. You have to be prepared for these events and have guidelines for managing unruly conversations. Here are some tips to deal with angry customers in social media.
  7. MEASURE PROGRESS AND BE FLEXIBLE TO CHANGE: Every strategy requires a measurement plan with Key Performance Indicators (KPIs) to guide success. A social influence program is both within and without your control so there is always going to be an element of the unexpected. If you listen for it and are flexible to change, it’s likely to work to your advantage.
  8. DON’T EXPECT ANY SHORT CUTS: Social influence is a good use of social media, especially in an integrated marketing mix where specific channels have focused business requirements. A key benefit to a social influence initiative is that your business is earning audience trust. When something is earned, it tends to last longer. But there is rarely a shortcut to earning anything.

Are you in social media for social influence purposes? Do these steps help with your strategy? Do you need more help in developing your social influencer strategy?

Social media influence

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