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What Is Influencer Marketing?

(August/September 2016) posted on Thu Sep 22, 2016

Cultivating the right relationships can help you grow in exponential ways.

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By Ross Yamashita

As a shop owner focusing on perfecting your craft and growing your business, you don’t necessarily have the time to devote to marketing. You know it needs to be done, but where do you start? Everyone talks about search engine optimization, social media marketing, pay per click, directory listings, and more. Are these the right tools for your business, or are there other ways to move the needle and grow your sales?

One very effective strategy that many business owners don’t take advantage of is called influencer marketing. Technically speaking, influencer marketing utilizes the influence of key leaders to direct other people to a desired action. Influencer marketing is essential to your marketing and growth strategy because it harnesses the power of leverage and authority to your advantage. This is especially important for smaller shops with no salespeople.

For the most part, influencer marketing is a strategy employed by e-commerce sites where a potential buyeris looking for confirmation that they are making a wise purchasing decision. But, we’re going to expand the scope a little and show you that, if done correctly, influencer marketing can quickly build your brand, leading to a dramatic increase in sales.

How to Identify and Target Influencers
A common problem I see with marketing campaigns of screen-printing shops is they are focused on selling to the end user. This approach may bring in orders but requires a lot of time for a single sale, making it almost impossible to take your shop to the next level.

It would be safe to say most screen-printing companies focus their sales efforts on businesses. But, rather than focusing on one business at a time, what if you found someone who has influence over several? By implementing an influencer marketing strategy, you take the focus off the end customer and concentrate on the people who have influence over a broad range of customers.

Marketing and public relations companies, accounting firms, and business consultants have all established a trusted business relationship with their clients – one that would be very difficult for you to achieve on your own. These are the people and companies you need to target because these businesses have a direct influence over their clients – better known as your potential customers.


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