Small businesses face a massive challenge when it comes to marketing their business. Let’s face it: the internet has changed the way the world buys and sells information. The goal is no longer selling a product but rather making a meaningful connection, and creating a community around your brand.Consumers will do anything in their power to block, skip and avoid disruptive advertising, with eMarketer predicting there will be a 24% increase in consumers downloading ad blocking software in 2017. Ad blocking is paving the way for the creations of organic, natural touchpoints to reach consumers – giving influencers a platform to work with brands. What was once a matter of identifying needs and communicating benefits now requires us to build immersive experiences that engage our consumers.

Today, effective promotional campaigns are less likely to lead to a sale and more likely to result in an internet search, where consumer behaviour can be tracked and then retargeted by competitors. Successful brands are becoming platforms and need to do more than just drive consumers to a purchase, they have to inspire them to participate.Your marketing strategy is the bases for creating awareness, generating interest, closing new sales and continuing customer engagement. Your marketing strategy guides your company culture, your products and services mix and you’re pricing.

Influencers marketing can be defined as a form of marketing that identifies and targets individuals with influencer over potential buyers.In terms of small businesses, they thrive through meaningful relationship with customers, and influencers could be a good option to add to their marketing mix. Word of mouth marketing is the oldest and most valuable way to convince people to buy a product or a service. Being encouraged and reassured by a trusted source has more value than any sort of advertising. Social media influencers have a proven rapport with their followers, easily affecting the buying behaviours of those who subscribe to their feeds. Influencer marketing works for three reasons, it relies on thrust; it penetrates a niche and it can be very cost-effective. Their followers trust their judgement on products and services, a recommendation from an influencer can prove to be extremely beneficial to small business, at a lower cost than many other marketing campaign.

In a world dominated by social media, influencers are creating a power platform for brands to target audiences directly, the rise of social media influencers creates a world of endless possibility for marketers.

Saoirse Blaney

Business Development Manager