Ken Newman, CEO of DMA (Digital Marketing Agency) reported that one of DMA’s marketing partners shared a story about a new fast casual restaurant in town that was having challenges establishing a foothold in a new market. Despite an opening plan that included traditional paid advertising and a host of social media efforts, this location was not achieving comparable results to the brand’s other locations. How did they resolve this issue? The restaurant’s marketing consultant identified the key Mommy Bloggers in the area, hosted them for an in-house tour (with children in tow), served them lunch, and started relationships that would ultimately turn the tide for their business. Soon they became known for their family friendly atmosphere, healthy food options in the fast casual space, and menu items that are pleasing both to adult and toddler palates. How did this happen? The Mommy Bloggers were suitably impressed, taking to the internet to reach their followers and to wield their influence.
Newman explains that, like the example above, many businesses can rely on influencers to push their brand to loyal followers with very little financial investment. Unlike the example above where the influencers were local, you have the option to engage globally.
He has advice on how to get started:
- Build relationships before you ask them to promote your brand. Like and share their posts, eventually begin commenting where appropriate.
- Once you are ready for the next step, suggest a mutually beneficial arrangement for them to mention you in their posts. A fashion company we have worked with provides key influencers with clothes from time to time.
- Have them push a specific offer only available through their channels. This will allow you to test how their influence is working.
- Rinse and repeat.
Identifying and building an influencer base can be time consuming at first. But once you have built a list, you have the great opportunity to build new relationships, bringing new energy into the fold. What’s more, you will be creating brand ambassadors that have the potential to bring your business to a whole new level.
About DMA (Digital Marketing Agency): DMA has offices worldwide. An experienced staff of 30 experts identifies and solves online marketing issues for businesses who want to effectively market their services online. The Naples office is located at 3510 Kraft Road.
For more information on DMA’s team and services, call 800-569-2754 or visit: DigitalMarketingAgency.com