What is Influencer Marketing?

You're tired of the same old insurance marketing bag of tricks. 

If you're looking for something more, consider influencer marketing. This hot marketing trend could play a key role in the social media success of your insurance business.

Who is an Influencer? 

Influencers are those with a strong voice in your field. They have clout. Some people are famous in one field and lend their voices to a cause, either out of passion or because they're paid. Consider the celebrities who've gotten involved in campaigns to reduce child poverty, for example. They have a voice even if they're new to that field because people know their work in other fields. These influencers may be global celebrities, but they may also be local.

Some influencers rise to the top of their sphere of influence because they are passionate about the subject and are particularly skilled at communication and connection. For example, a sports blogger who has strong opinions about golf and shares them with a wide and growing audience could become an influencer in that field. 

In the insurance field, influencers might be bloggers but they can also be local celebrities or people whom you recruit to your cause because you know that they can lend their powerful voice to what you do. For example, if you're trying to get the message out about flood preparedness, a local influencer could help spread the word and boost your campaign.

Build Trust By Leveraging Trust 

How did that new chocolate bar taste? Does that clothing store have outstanding customer service? You ask for your friends' opinions to inform your own choices and experiences. Influencer marketing takes this tendency online. According to Entrepreneur Magazine, influencer marketing "gives brands the opportunity to create word-of-mouth buzz through personalities whom consumers already follow and admire." If a home preparedness blogger mentions your insurance business, that blogger's followers are more likely to visit you because you've received a recommendation from someone that they trust. 

Influencer Marketing Cuts Through the Noise 

Insurance marketing can be a noisy place for consumers. Television ads, text messages, and inbound advertising abound, competing for a customer's attention. By following and listening to influencers, customers curate their experience. They listen to individuals rather than the din of advertising as a whole. This creates opportunities for small businesses that connect with influencers to achieve "targeted exposure to the right kind of consumer, one who is already interested and will likely pay attention," according to Forbes.

Why Pursue Influencer Marketing? 

Customers tune out advertising, and "47 percent of customers use ad blockers," according to Forbes. Influencer marketing is a way to get in front of your audience without being obvious about it. While this kind of marketing might seem like it's best suited to the latest pop album or a pair of jeans, the reality is that small businesses are reaching out to influencers to expand their customer base. Influencer marketing is just one tool in your insurance marketing toolkit. It's a tool whose use is expanding. It's important to learn about this type of marketing so that you can consider incorporating it into your future marketing campaigns.

At American Agents Alliance, we help your independent insurance business develop stronger customer connections. Contact us today to learn more about our many membership benefits and develop the skills you need to succeed in marketing your agency.

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