Upside-Down Thinking by Patric Fransko
by Patric Fransko
March 29th, 2017

The Power of Influencer Marketing and How to Use it to Build Your Business

One thing that has been true since the creation of business is that word of mouth is your best advertising. In the age of social media, this age-old proven business builder is more relevant than ever. Why? Because the sheer reach of individuals on social media makes particular individuals word of mouth more valuable than ever before. In particular, though, some people have a very large sphere of influence on social media; these people are called “influencers.” Here are a few ideas on how to identify them, and then implement strategies to work with them to build your business.

First, how do you identify influencers in your area? There are a variety of tools, and space doesn’t allow us to delve into them here, but one easy way is to search Google with a term like “bloggers in Columbus, Ohio.” This will usually yield a list of the top bloggers in your area. As an automotive window tint shop, let’s say you wanted to reach a demographic to yield new business—to market automotive window film for UV protection to moms. You would search for “mom bloggers in Columbus, Ohio” to narrow it to blogs written by moms, for moms. You can also use Twitter search, Instagram search and other tools to look for people local to you that represent or post content relevant to the demographic you are trying to reach.

Now, the real work begins. Spend some time and determine which of these blogs or accounts has the most followers and the most people interacting with their content. You can do this by looking for signs like content shares, likes, comments or clicking to a social media link they may have to see follower count, etc. The goal is to narrow the list down to the most influential mom bloggers/posters in that area. Then, create a message or email to send to each of these individuals sharing information you think might be relevant to them.

Using our example of wanting to reach mothers with information about the UV protection offered by window film, you might send the influencers you identified a message talking about UV protection aspects of window films and the importance for health. Maybe share some relevant articles or website pages to add credibility to what you are saying.

After you have established credibility, ask if they would like to collaborate on creating a piece of useful information for their readers. If they have a large enough following, maybe even offer to install the product on their personal vehicle as part of the article. This may seem like an awful lot of work to some of you, but the payoff has the potential to be big.

You may approach 10 mom bloggers with this idea and only one or two take you up on the offer. If you are successful in getting them to write a piece on how other moms should consider window film for health reasons, the influence on your business can be large. If that local influencer has several hundred, or thousand, followers that they interact with, you may find yourself flooded with inquiries from interested moms after that piece goes live. You might routinely be willing to give a 10-percent discount to land business, but have you considered tinting one mini-van for free in order to land 30 paying installations from other interested moms?

I understand that these techniques take some work but, with effort, the results can be tremendous for a relatively small cost. If you truly want to grow your business, you need to begin thinking of ways to leverage the tools available to you to reach new potential customers. Using influencer marketing is one way to take advantage of proven word of mouth marketing in a digital age.

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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  1. In my opinion re marketing on the Google platform is a impressive branding exercise. I keep getting people telling that they see your company advertising on all the top website. In simple terms re marketing is a service Google offer which drops a cookie in any potential customer who comes onto a web site. Your ads then follow them around wherever they are searching for information and don’t let them forget your company and product
    Leon Levy Klingshield South Africa

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