The main problem with influencer outreach is that it’s usually useless except for driving social chatter. But this doesn’t have to be the case. When executed properly, an influencer’s authority can lead to more followers, increased brand awareness and drive sales – seriously though. We’ve seen it happen.

A common mistake people make is misunderstanding what constitutes for authority: some people confuse real influence with awareness. A lot of Twitter followers may mean you can increase awareness but certainly doesn’t mean that you’ll be able to drive action (e.g. new customers/purchases). Let’s break that down:

Real influence requires two things: audience and advocacy. Audience is typically the specific group a brand is targeting their message to – using the right influencer who has followers that accurately represent the brand’s target. Advocacy is driven by the depth of conviction, and influencers are committed to the product or company. More often than not, brands use the pay-to-play model; a set monetary figure is established for an influencer to create his/her own take on the brand in a predetermined number of blog posts/tweets/Facebook/Instagram posts/etc.

Brand Advocates VS Influencers

As a page grows, you’ll notice different types of followers but the ones that are most effective to your pages’ growth are advocates and influencers. Influencers are great for getting your message across since they tend to have a large network of friends and followers. Advocates love your brand and p
romote it any chance they get. This includes purchasing your products and recommending you, online and offline.

The following information is an easy way to tell the difference between your influencers and your advocates:

  • The typical profile on an influencer is a celebrity, pundit or blogger while a brand advocate is likely a satisfied consumer.
  • The amount of influencers you have is defined by your Twitter, Facebook followers, etc. While brand advocates are defined by how likely they are to recommend your product.
  • 92% of general consumers prefer to listen to brand advocates compared to only 8% of influencers.*

*stats from Convince and Convert

In our opinion, brand advocates are much more likely to help drive business and improve sales, while influencers are useful for announcing news.

Influencers are becoming harder to reach without some sort of financial incentives, such as free product, money trips or big discounts, so it’s something to consider before launching a campaign.

Your brand advocates are more likely to support your brand and also defend it. Brand advocates as spokespeople help all aspects of sales, along with their recommendations, they will always help to drive consumer trust.

Finding new influencers and brand advocates can be difficult however we can help!