How can shoe brands grow using influencer marketing?
As per research conducted by Allied Market Research in 2020, the market for shoe brands reached a ginormous $371.8 billion. The number has only increased year after year. With such a big pool and continued demand for shoes, some exceptional brands are still not getting the profits they truly deserve. The piece of the puzzle that is missing is collaborating with influencers. This is the age of the internet and influencers. They hold on to the latest trends and a vast trail of followers. Technology might have evolved since the early days, but the simple truth that people trust people remains relevant. We live in a significant era where access to everything is just a click away. But whether we are thinking of buying a snack from a new brand or investing in a property, we still look around and seek people's advice. This is the foundation of influencer marketing. It is a gospel truth that idea and marketing are the two-column of a successful venture. While many brands have great products and innovative ideas, their future is likely not that bright if they are shying away from marketing their product. Partnering with influencers in sync with your product can do wonders for your brand image. Debunking myths about influencer marketing Influencer marketing starts and ends on social media One of the most popular myths about influencer marketing is that there is nothing beyond social media such as Twitter, Instagram, Facebook, and Tik Tok. This cannot be any farther than the truth. When businesses, including shoe brands, collaborate with influencers, they primarily target their potential customers. Influencers also participate in forums, brand websites, and e-commerce platforms by rating items and writing reviews as a form of brand promotion. It is just about online presence Influencers gathering their audience online does not mean they cannot promote the brand offline. Influencers can also discuss their actual-life interactions with products with respective friends and family. In many cases, offline campaigns relying on word-of-mouth strategies with hundreds of offline nano-influencers engaged in organizing product trials, distributing coupons, and spreading the word may have an even greater impact on retail sales. More followers mean better promotion Many shoe brands still run from the school of thought that the more followers a particular influencer has, the better they will be able to promote the brand. Specific product categories demand expertise in a particular industry and specialized communities (e.g., Boxing Shoes). Even for mass-market businesses, the goal of legitimacy and engagement must be weighed against the drive of reach. Brands have to concentrate on suitable matches that provide original and dependable material. Instead of choosing the influencer with the most followers out of sheer blindness, they will be better equipped to impact their audiences. It's a Gen Z and Millennial thing Many brands with great products with age demographics beyond 35+ do not need to opt for influencer marketing since they believe it is to attract Gen Z and the Millennial gentry. This is false. Depending on the social network, audience demographics might differ significantly. For instance, Twitter users are 40 on average, while approximately 35 percent of users of Pinterest are between the ages of 30 and 49. Almost half of the population of seniors who are 65 years of age and older use Facebook. Offline, anybody may give a service or product a recommendation to their friends, regardless of age. It is not cost-effective Top influencers in any field charge hefty fees for brand promotions, and while they interact with a larger audience, they are not the only people who can do brand promotion. The brands should do their homework for the kind of audience they wish to interact with. Once they have figured it out, they can start looking for influencers catering to that particular audience. Many budding influencers with comparatively fewer followers happily partner up with brands for a fraction of the price of their more famous contemporaries. Most micro- and nano-influencers are open to working with businesses for free or in exchange for gifts. These influencers have an innate desire to promote the companies they adore. Influencer marketing and its power to take Shoe Brands to new heights After extensive market research, prepare a strategy to promote your brand and bring in the influencers. By engaging influencers, brands can hold a conversation on proper channels with the right people. Seek influencers who share the same frequency that your brand is on. Do not imitate other or try to fit into the same cookie-cutter policies. Be honest for a better working relationship and prevent the influencer from wasting your time and money. This goes both ways. Understanding the target market's demographics and location is the first step in creating brand recognition. Research the KPIs or key performance indicators of an influencer and then utilize them to create a marketing campaign. Summing it up Even though influencers have recently been a hot topic, there are still far too many misunderstandings around the basics of influence marketing. We must put more effort into teaching the fundamentals to all players. Influencers nowadays have access to a loyal following they have built up through time. Using influencers in campaigns is a beautiful technique to promote your business to potential buyers. From video postings to blogs, various ways influence marketing can help shoe brands make a name for themselves. This advertising method is excellent for reaching new audiences, increasing brand recognition, and maintaining your business's social media activity.