Influencer marketing was worth 10BN last year by the end of 2021 it will be worth 20BN.
In an arms race of digital spend, intelligent brands are realising that if they align with ‘Influencers’ who fit with their products and services, bringing with them a huge network of loyal followers who ‘trust’ the judgement of the influencer – then adoption and client acquisition can be done a better, cost effective way.
Amanda Russell a topflight Influencer – who wrote ‘The Influencer Code’ explains that David Beckham might have 45M followers but, if he tries to endorse for example Blockchain, his reach will be low, as he is not feted as being the top person in the know in this vertical.
Amanda makes the point you can’t become an influencer overnight. I agree and having spent four-years at the hard edge I see that intuitively I have carved a niche, where I straddle both real estate and property technology, people trust my word, and more importantly look to de-risk their businesses by taking my advice.
She also makes the point that there are four types of influencers –
CELEBRITY – people known through name recognition and popularity – tick.
AUTHORITY – people who influence through their role or position – being in the top five out of 2,000 + global Proptech Influencers and having written numerous published articles on all verticals. Having a number of CEO’s confidentially contact me for advice each month – tick.
EXPERTISE – 36 years in real estate, 4-years researching and advocating proptech and moving the industry forward, having 30+ meetings a month with new proptech companies UK and global, I know a great deal about what is going on - tick.
AFFINITY – those who influence through their pre-existing relationship of trust, based on personal relationships with a huge network of useful and high level contacts - huge tick. In 2020 I made personal introductions to in excess of 500 x 2 people, many of which have blossomed into collaborations - tick, business partnerships - tick and lucarative profit making ventures - tick.
Luckily for our clients my strength is in all four of the above.
'Don’t think of influencer marketing as a quick smash and grab' - Forbes
'The lessons: Don’t think of influencer marketing as a quick smash and grab, think of it as building relationships with people over a long period of time, for the benefit of both of your brands.
The goal isn’t shallow and fleeting promotion.
Be prepared to invest in the process and communicate you’re looking for long term.
Do the research and keep standards insanely high.' as quoted in Forbes.
Linkedin - one part of my influence
Linkedin - It is not the volume of my 20,000 connections on my Linkedin that is the golden metric, that will help propel your brand forward, it is their active engagement – and do they trust me? – Yes.
Do you know what you are talking about? – Yes.
Are you respected within your sphere of knowledge? – Yes.
Will they reach out when you post, well 13,000 reads for a single post tells us – Yes?
Have they been following you for the last four-years as your name and articles/comments and collaborations keep repeatedly coming up day after day – Yes?
Andrew Stanton – Linkedin Analyis from a single post
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