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Guest blog for Marketing Donut, October 2013
Recommendations are a vital part of finding answers. We all have people we turn to when we need advice. It could be a parent, boss, friend or colleague. If they don’t have the answer — and they don’t always — we look further afield.
Today, more often than not, this means using social media.
Influencer marketing is the process of identifying, engaging and supporting the people who create the conversations that impact your brand, products or services. Influencers are likely to be buyers themselves, as well as recommenders of products or services to their own audiences.
Social media has supported the growth in influencer marketing, by focusing on individuals who have influence over potential buyers. Consultants, analysts, journalists, academics and standards bodies are all examples of business influencers. Endorsements no longer need to come from celebrities to be valuable and credible.