At a time when social networks are increasingly influencing our everyday lives, influence marketing is firmly established within companies. This concept aims to use ambassadors capable of recommending and convincing their network to use the products or services of a given company. Through the example of Jay, owner of the Convince and Convert company and influencer for the Fifth Third Bank, we will see what influence marketing is. We will then come back to the strategies to be used to successfully market influence.
A marketing strategy that is increasingly used by companies
While advertisements and communications are struggling to go through, companies have found another solution to highlight their products and services. For this, they are now turning to influence marketing. An influencer is chosen to give more visibility to the products or services. Its mission is also to make the company’s messages more visible and audible to the target customers. In practice, he acts as an ambassador for the brand.
One example is Jay, an influencer at the head of an SME (Small and Medium Enterprise), and registered with the Fifth Third Bank. The brand proposed to Jay to intervene as an influencer on his blog and in the field. His mission is to intervene with small and medium-sized companies by extolling the merits of the banking institution. Ultimately, he must convince them to become clients of the Fifth Third Bank.
A strategy that is timely
Influence marketing is a relevant and a useful strategy. Influencers are loyal customers of the companies of which they have become ambassadors. They are thus in a better position to defend and talk about the advantages and disadvantages of the services or products offered. Going back to influencer Jay, he is a client of the Fifth Third Bank. Since he is also the owner of an SME, it is legitimate for him to convince his competitors and colleagues to open a bank account in the same establishment. He has the right arguments to advise and influence potential clients. The influencer is able to convey serious and reliable information concerning this banking entity.
If this strategy proves to be beneficial to businesses, its relevance and usefulness remain: what about customers?
A strategy that convinces the customer
In addition to his knowledge of the company as a customer, the ambassador is usually briefed in a friendly atmosphere with other influencers. During these meetings, he receives an in-depth explanation of how the company operates, how it works, and the quality of its products. For example, Jay attended a meeting where he was able to get to know Fifth Third Bank better, and his actions with SMEs. This allowed him to expand his arguments and to improve his role of influence, because by mastering a subject at best, it becomes easier to sell.
The in-depth knowledge of the company by the influencer as well as the conviviality with its counterparts make this strategy more convincing with customers.
In conclusion, this approach is increasingly valued by companies. Better perceived by customers, influence marketing is a winning strategy. It remains to be seen whether in the short term, it will eventually replace advertising.
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