New Book on Influencer Marketing Highlights Importance of Authenticity
How to Leverage the Impact of Thought Leaders to Boost Your Brand
"Influencer marketing is not a new concept," Pophal says. "In fact, in simple terms, influencer marketing is word of mouth, which is a powerful form of brand advocacy and advertising."
The significant impact of influencer marketing is well documented, Pophal explains in her book. Research by McKinsey & Company shows that word-of-mouth techniques drive 20 percent to 50 percent of all purchasing decisions.
Even though influencer marketing is a new term for an old practice, professionals in public relations and marketing will find new and timely details in Pophal's book. It outlines the benefits, describes the pitfalls, highlights implementation through case studies, delivers best practices and cites rules to follow for this form of marketing.
"Influencer marketing works when it's authentic," Pophal says. "Years ago, youngsters lined up to buy Nike shoes after basketball star Michael Jordan wore the brand, and today, athletic hopefuls and fans will be just as enamored of any brands used by Olympic stars Michael Phelps and Simone Biles."
In describing several pitfalls of influencer marketing, Pophal points out the error of trying to overly control the content created by the influencer. Emphasizing that content needs to be authentic and believable, her book cautions PR and branding departments "against something that's sterile, bland and unemotional."
Keeping it authentic means that influencer marketers are advocating for a product because it works for them, not because they are being induced by brand dollars, Pophal explains in an important section of the book devoted to following accepted and ethical practices of marketing and advertising.
The book is designed to help practitioners determine whether this form of marketing would work for them and, if so, how to make it happen.
"Best Practices in Influencer Marketing," an ebook, is available in the following downloadable formats: pdf (for reading on PC or MAC), epub (iPad, Nook, and most ebook readers), and mobi (Amazon Kindle).
About the Author:
Linda Pophal, author of books, is a marketing strategist, content marketer and business journalist with experience working in the energy, education and healthcare fields. She launched her firm, Strategic Communications LLC in 2008, and works with clients in North America and the U.K. She is accredited by SHRM, IABC, and the American Marketing Association, and is a digital specialist for Wisconsin's Center for Business Intelligence.