Influencer Marketing: Is It the Right Tactic for Your Blog?



In an ever-changing digital marketing world, bloggers and brands alike are looking for the next big way to generate revenue and website traffic. In 2017 (and for the foreseeable future), that tactic is influencer marketing. As reported by a 2016 TapInfluence study with Nielsen Catalina Solutions, influencer marketing content delivers 11 times higher return on investment (ROI) than traditional digital marketing methods.

With such a drastic ROI, it’s no wonder bloggers are jumping on the influencer marketing train, and from both angles, too. Bloggers are transforming their website and marketing efforts to position themselves as influencers, while also targeting and working with other influencers to promote and distribute content.

As a result of the skyrocketing popularity and success of influencer marketing, you may be wondering: Should I become an influencer? Is influencer marketing the right tactic for my blog?

The answer is a resounding it depends. For some industries, blogs, and brands, you’d be crazy not to take advantage of influencer marketing. However, for others, influencer marketing would be a waste of precious marketing funds.

What is Influencer Marketing?

Defined by TapInfluence, influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than send promotional content directly to consumers with traditional digital marketing tactics, such as email marketing and display ads, influencer marketing relies on outside individuals known as influencers to deliver a message.

Influencers are individuals with moderate to large fan followings on top social media and content marketing platforms including Twitter, Instagram, Pinterest, and YouTube. In addition, many of these influencers operate and maintain a blog.

When a brand decides to use influencer marketing as part of their promotional strategy, they must target, connect with, and properly compensate influencers. Often, influencers will create sponsored content featuring the brand and product/service to share on their respective social media channels and blog.

Why Do Brands Use Influencer Marketing?

In an age where anyone can become an advertiser, we are more skeptical than ever about our online activity and purchases. It h