A bit of random one, but bear with me. I had the pleasure of being asked to get involved in an exciting project / feature for Business Gateway. If you don’t know, Business Gateway is a fantastic, publicly funded service that provides access to Scottish businesses for free. Advice, workshops, online support and so much more is given to the businesses in Scotland, start-ups in particular I’d say. Anyway, they’re in the process of launching their new website and I was asked to talk about Influencer Marketing. As you can imagine, the focus of any business is very much on digital marketing as traditional marketing dies out, so they wanted to get an insight on what it’s like for businesses / start-ups to work with influencers. I’ll share my feature once it goes live, but after this morning’s telephone interview, it all got me thinking.
HOW ARE YOU BEING INFLUENCED?
As a blogger / “influencer” I obviously need to know what Influencer Marketing is and what my role in it is. But I also realise that my audience – you guys, may be a tad confused by it and perhaps even overwhelmed? You might not think of it as anything and just like following your favourite bloggers because a part of their life, style, attitude etc may resonate with you. Some of you may even forget that you may be being influenced as you scroll through your feed. Are you in control of how you’re influenced? Are you aware bloggers / influencers earn money by exposing our content to you? Granted, a number of influencers do it so seemlessly, organically and naturally, whilst others throw ads at you 3 times a day and I wouldn’t be surprised if that made you unfollow them.
I’ll share my interview with you as soon as it goes live, so there’s no need to go everything, but we mostly talked about the best way for new business to approach influencers, as well as benefits to businesses. I mean this whole “Influencer Marketing” is such a HUGE and relatively new phenomena, businesses are restructuring their operations and creating roles for managing influenced marketing. It’s incredible.
Traditional “one-way” marketing has almost died out, so there’s no question brands are looking to communicate their message & product via influencers. We’re all about a two-way conversation with you guys building relationships, trust and communities. Brands want access to that. But how do YOU, as a user / follower feel about that? Are you sceptical because it’s relatively new? Traditional advertising on tv, billboards and magazines is all about throwing content at you – without you even agreeing to it. Whereas with influencers, I feel there’s a choice. You can choose what you’re looking at and who you follow. Advertising disclaimers are still to improve – me included, but I feel there’s more transparency online now. What do you think?
It’s such a huge topic and I would absolutely love to know what your thoughts are on this as my readers. Feel free to comment below or even email me for a more private chat!
WHAT I’M WEARING:
I decided to create this post to support my Instagram ambassadorship with Brands at Next.