What You Need to Know About Influencer Marketing

Millennials require an entirely new approach when it comes to advertising since they are incredibly adept at filtering out everything except what they want. They can easily tune out any traditional advertising that doesn’t seem genuine or is too commercial. It’s time to look towards new ways of getting your message across so you will be heard by your students. Millennials more than any other generation look to their peers for brand and product recommendations, which is why influencer marketing will be huge in 2017.

What is Influencer Marketing?

Influencer marketing focuses on using key leaders to drive a message to a target market by using individuals to get the word out through their personal social channels. Instead of marketing directly to your students, an influencer gets the word out for you by informing and inspiring their followers.

94% of those who used influencer marketing believe the tactic to be effective.  However, Determining the ROI of influencer marketing is a top challenge since the messaging is through personal profiles. The goal of influencer marketing is creating authentic content that drives engagement and traffic to your website through posts on popular platforms like Facebook and Instagram.

Why it Works

Influencers hold their audience’s attention because they are promoting products while staying true to their unique voice and story. They are the leaders in a specific niche or market and their opinions are highly valuable to their followers. Influencers successfully integrate their branded campaigns into their unique stories, treating every post with care.

 Influencers have created and adhere to their own personal branding, so picking an influencer that targets the right kind of consumer is key. Influencer marketing is about making the right impression on your students through people they trust.

Using Influencer Marketing

Influencer marketing can help captivate your students online even if you struggle with maintaining your own social media sites. Since influencers use their own personal profiles, it can be faster and easier to reach a more targeted portion of your students that would be interested in the specific products you want to promote. By engaging with your students you can find influencers right on campus that have a large social media following. Influencer marketing promotes a more genuine message than traditional advertising and encourages peer-to-peer engagement.


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6 Ways to Create an Online Influence

There is an extraordinary opportunity to reach the largest audience possible and influence your students’ purchases in an online environment. It’s important to create an online influence for your store so you can compete with all of the other companies trying to gain their business. Here are 6 ways you can build your store’s influence online:

1.       Leverage User Generated Content
84% of people trust opinions and recommendations from people they know over any other form of marketing. Utilizing User Generated Content can enhance your store’s online image and influence purchasing decisions as much as 20%.

2.       Be Authentic
Millennials trust what they feel is authentic and 43% of them rank authenticity over content when consuming news. Speak to your students in a relatable way, utilize content like videos and testimonials to build trust and build a rapport with your shoppers.

3.       Know Your Stuff
Millennials are 44% more likely to trust experts, so it’s important to know the products you sell and how your students can use them. Engage with your students online and answer any questions or comments they may have, showcasing your knowledge will keep your students coming back for their next purchase.

4.       Deliver Exceptional Customer Service
What’s really going to set you apart from other retailers is how you interact with your customers. 75% of Millennials believe the quality of a store’s customer service is a reflection on how the business values them. Take the time to deliver Personalized Customer Service by commenting, liking and engaging with your students online.

5.       Be Consistent
The best way to be consistent is by Creating a Seamless Omnichannel Experience so your students can find the right products and information they are looking for on the sites they frequent most. Keeping your themes, content, visuals, and service consistent on all of your digital platforms will ensure your customers are getting the best service.

6.       Leave a Memorable Impression

If you work all of these tactics into your online influence you’ll be sure to leave a positive memorable impression on your students.


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How To: Create a Seamless Omnichannel Experience

In a digital world, it’s no longer an option to be present online with retail sales through digital channels increasing 23% in 2015. Although your students still make purchases in stores, shopping now starts at home. With this in mind, it’s important to create an omnichannel experience that’s prevalent among Millennial shoppers so they can easily find the products and information they are looking for.

So, What Does Omnichannel Mean?

Ultimately, the goal of omnichannel marketing is to reach your students wherever they are online; whether they’re looking up your website or searching on social media. By creating a seamless experience through a variety of digital channels, you can reach your students regardless of their engagement method with consistent branding and messaging.

The Benefits of Omnichannel Marketing

Omnichannel customers are valuable, they spend on average 4% more on every shopping occasion in-store and 10% more online than single-channel customers. 73% of shoppers use multiple channels during their shopping experience and those shoppers are more likely to recommend successful omnichannel experiences to their friends. An effective omnichannel experience also provides a competitive edge over online-only retailers.

How Omnichannel Marketing Can Work For You

Get to know your students so you can easily anticipate their needs and provide exactly what products they’re looking for. Be aware of any upcoming events or classes where specific supplies will be needed so you can then effectively market to your students to draw in sales through your omnichannel approach. When they know you have their needs in mind and can provide the right solutions, they’ll keep coming back.

Omnichannel marketing ensures your store will get the competitive edge, since students will not have to seek other outlets to find the information they want or get the products they need. Follow your student’s preferences and meet them where they prefer to shop. Make sure all of your store associates are engaging with your students so you can leverage the channels they use the most for your marketing efforts.


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