Online marketing depends greatly on word-of-mouth marketing from the users. In order to encourage people to talk about your brand it is important to capture their attention and generate high levels of interest. Influential users or “Influencers” play a vital part in spreading your brand message and expanding your online marketing presence. As a brand you need to identify your brand influencers in order to tap into this lucrative audience and target them separately. Companies can use resources like Klout in order to understand a user’s social media standing and the level of influence that he provides.
However, most brands would agree that using leader boards is not the only way towards building a healthy relation with influencers. It is important to get a better understanding of your community and actually listen to the fans in order to find out the voices that matter. Any new introduction or a new twist to your marketing strategy will have greater reach if it is promoted through an influencer. While there may be several strategies that can be used to attract influencers, it is important to remember that situations play an important role in helping you find the best people to help you reach your marketing goal. User A might be an influencer with respect to food related topics while User B might be an influencer when it comes to topics related to Electronics.
Social networks are constantly evolving and it is important to keep up with evolving trends in order to understand how user’s clout gets affected by introduction of newer networks or major developments to existing ones. Web access has come a long way since its initial days. Gone are the days of antique computers and web pages that took several minutes to download. In the era of Smartphones most people have access to the web. As a brand you must learn to spot the most influential user from the billions who are using the web every second of the day.