The Unseen Value of Partnering with Influencers
What’s the Roi?
By Chris Giese, Blacktop Banter
Here at Blacktop Banter, Marketing Directors of asphalt and paving industry equipment manufacturers often ask us what the return on their digital marketing investment is going to be when advertising on the podcast or social media. It makes sense. They need their marketing dollars to stretch as far as possible and to generate leads and sales for their company.
Over the last decade, the rise of social media influencers has opened new avenues for connecting businesses with target audiences but their influence can be difficult to track and most marketers rely too heavily on quantitative data such as likes, shares, views and click-through rates to make marketing strategy decisions. With discount codes, affiliate codes, UTM and pixel tracking, retargeting campaigns, paid social advertising, outbound marketing, sales funnels, lead capture and landing pages, google analytics and tag manager… things can get overwhelming very quickly.
In this article I will delve into the reasons that quantitative metrics can be misleading and why more emphasis should be placed on leveraging the influencer’s “know, like and trust” factor with their dedicated audience.
Building Trust and Credibility
Trust is a currency that cannot be undervalued. Influencers operate within a niche community and have spent years cultivating credibility and trust among their followers. When manufacturers align with influencers, they tap into this reservoir of trust, instantly gaining credibility by association.
Blacktop Banter’s audience relies on us to filter through the vast array of products and equipment in the market and provide honest, informed thoughts and recommendations. Manufacturers can leverage this trust to enhance their brand image, reassuring potential customers that their products come recommended by a trusted authority in the industry.
Authenticity in Action
One of the key qualitative benefits influencers bring to the table is authenticity. Unlike traditional advertising, influencers inject a personal touch into their content. We don't just endorse products; we get our hands on them, use them and share our experiences with them. This authenticity resonates with our audience on a deeper level, creating a genuine connection that goes beyond the transactional nature of typical marketing efforts.
Manufacturers can harness this authenticity by allowing influencers to showcase their equipment in action. Whether it's a behind-the-scenes look at the manufacturing process or a real-world application of the equipment on a paving or asphalt maintenance project, this authenticity humanizes the brand and fosters a sense of relatability with the audience.
Face it, contractor’s aren’t going to buy equipment just because the salesperson think it’s the best thing since sliced bread. In this industry, blue collars speak louder than white ones when “the rubber meets the road” and your sales team isn’t out on the pavement baking under the sun using these pieces of equipment. Contractors are, and their words carry the weight.
Engagement and Community Building
Quantitative metrics like views and impressions are undoubtedly essential, but they only tell part of the story. An influencer could post a video to TikTok and get over a million views, but if only 50 of those views are from people within the asphalt industry, where the content is relevant and helping influence a purchasing decision, then is garnering a million views truly meaningful or impressive? I would argue no. Yet, this is the majority of what I hear other influencers talk about during event panels. It’s what I hear manufacturers say is “valuable” in their relationship with influencers.
The true strength of influencers lies in their ability to build and engage a passionate community around a shared interest. Through comments, likes, and direct interactions, influencers create a dialogue with their audience.
When manufacturers collaborate with influencers, they gain access to this dedicated community of engaged and interested individuals. This community provides valuable feedback, insights, and market sentiments that are often missed when relying solely on quantitative data. Building a genuine relationship with the audience fosters brand loyalty and increases the likelihood of repeat business.
Storytelling and Education
In the world of asphalt and paving, listing equipment features and specifications can be overwhelming for potential buyers. Influencers bridge this gap by weaving compelling narratives around the products they endorse. Through storytelling, manufacturers can communicate the unique value propositions of their equipment in a way that resonates with the audience.
Moreover, influencers are adept at simplifying technical jargon and presenting it in a digestible format. This educational aspect of influencer marketing not only enhances the audience's understanding of the products but also positions manufacturers as industry leaders committed to knowledge sharing.
The Pitfalls of Relying Solely on Quantitative Metrics
While quantitative metrics like reach, impressions, and follower count provide a quick snapshot of an influencer's performance, they often fall short of capturing the true impact of a collaboration. Manufacturers need to be cautious about fixating solely on these vanity metrics for several reasons.
1. **Engagement Quality Matters:** A high follower count doesn't guarantee genuine engagement. Influencers with smaller but highly engaged audiences can have a more significant impact on brand perception and conversion rates than those with a large but disengaged following.
2. **Authenticity Cannot Be Quantified:** The authentic connection influencers establish with their audience is challenging to quantify accurately. Yet, it is this authenticity that builds lasting relationships and trust, ultimately influencing purchasing decisions.
3. **Long-Term Relationship Building:** Influencer marketing is not a one-time transaction; it's an ongoing relationship. The qualitative benefits of building a long-term association with an influencer, including increased brand loyalty and positive sentiment, are often overlooked when focusing solely on short-term quantitative gains.
4. **Depth of Influence:** Metrics like reach might showcase how many eyes see a post, but they don't measure the depth of influence an influencer holds within their niche. A highly respected influencer can sway opinions and shape industry trends, influencing decisions far beyond the immediate reach of a post.
Conclusion
In the dynamic landscape of asphalt and paving, influencers serve as invaluable partners for manufacturers looking to establish a genuine connection with their target audience. The qualitative benefits of trust, authenticity, community engagement, storytelling, and education are essential components of a successful influencer marketing strategy.
While quantitative metrics provide valuable insights, they should be complemented by a nuanced understanding of the qualitative impact influencers bring to the table. By recognizing and harnessing the intangible benefits of influencer marketing, manufacturers can position themselves as industry leaders and build enduring relationships with their audience. It's not just about the numbers; it's about the meaningful connections that drive sustained success.
