With 2017 right around the corner, you’re likely thinking about your business goals for the coming year – goals around profitability, growth, efficiency, innovation and more. As you’re coming up with strategies and tactics to meet those goals, make influencer marketing part of your game plan.
Influencer Marketing Defined
In his latest book, #AskGaryVee: One Entrepreneur’s Take on Leadership, Social Media, and Self-Awareness, Gary Vaynerchuck (who just so happens to be keynoting the CBT Automotive Conference & Expo this March) devotes an entire chapter to influencer marketing. He believes in influencer marketing so much that he says it’s “going to be one of the advertising bedrocks of the next decade.”
So what is “influencer marketing”? It’s content developed and delivered by a third party to promote your organization. It’s a form of celebrity endorsement.
We’re no longer in an era, though, where we have to leverage superstars like LeBron James or Serena Williams to promote our brands. With the rise of social media, thousands of people have built massive audiences in various niches across a number of social platforms (Facebook, Instagram, Twitter, YouTube and so forth). For many of these people, getting paid to promote brands’ products and services on social media has become their full-time job. They’re looking for businesses like yours to keep their own businesses afloat!
Making Influencer Marketing Work for Your Automotive Business
Can influencer marketing work for a small local automotive business? Absolutely. The wonderful thing about this type of marketing is that it’s not just limited to large companies with sizable budgets. Everyone can “pay to play” in this game because influencer price tags and packages can vary so greatly.
For instance, what if you connected with a social media star in your local community whose brand aligns with your values and whose average follower profile matches your target buyer? Let’s say that this person only has 5,000 or 10,000 followers, but those followers are highly engaged with this account. The cost for this type of influencer marketing may be pennies against your potential return on investment. It’s worth a test.
In 2017, make it your goal to find and connect with three local “stars” on social media for the purpose of creating videos, blog posts, social media posts or other types of engaging and valuable content to promote your automotive business.
I’m curious to hear the outcome of your first influencer marketing campaign!