You don't have to be an expert to know that there is A LOT of content out there. Literally, millions of pieces of content are created every minute of every day and thrown on the internet. To rise above the noise, you have to develop strong, long-lasting relationships with your fans... easier said than done. Perhaps this is why social influencer marketing has reached incredible heights, outperforming even digital marketing for 11x the ROI.
Fans have already formed an emotional connection with celebrities and therefore have a much higher level of trust in whatever they're suggesting. If you're launching a brand new product, you may want to find a celebrity tie in to tap into this very powerful avenue of marketing. That's what Forbes 30 Under 30 honoree, Erik Huberman does time and again.
Huberman helped grow Ellie.com's sales from zero to $1 million in just a handful of months, before starting his own digital marketing shop, Hawke Media. In just two years, the firm has grown to more than $5 million in annual revenue, with clients like Bally Total Fitness, Verizon Wireless, Evite, Eddie Bauer, and Red Bull.
Huberman frequently attracts celebrities to partner on branded campaigns - such as former Red Sox slugger Mo Vaughn, Andre 3000, Lauren Conrad, Kelly Osbourne, Rachel Zoe, Arian Foster, Tamar Braxton, and many others. Because celebrities bring a certain amount of notoriety and clout to your brand, finding ways to utilize them can help launch your company well beyond your wildest imagination. Erik believes this strategy works for a number of reasons:
1. Celebrities can define your brand's personality
People already have attached a whole spectrum of emotions to celebrities -- and these are emotions that perhaps you'd like associated with your brand. That's why so many brands hire celebrities to promote their products. But even if you don't have the budget to work with a big-name celebrity, you can think like one: think in terms of crafting a persona for your brand. If you could have a celebrity appear in your ad, who would represent your brand's personality and values. Michael Jordan? Will Ferrell? Snooki? Thinking in these terms can help you start to craft your brand's voice and personality.
2. Celebrities connect with an audience
We often forget the one thing that makes celebrities truly valuable: their fans! Celebrities not only have a magnetic personality, an impressive set of skills, or all of the above, but they resonate with a group of people large enough to provide value to anything they put their name on. When looking at your own brand, think of how your brand can truly connect with an audience. Who are the people that respond to you? What do they believe? What do they like? What do they hate? Think of these people like your fans, and do your best to get to know them, too. In the early going, your fan base doesn't even need to be very big to sustain you; it just needs to be passionate.
3. Celebrities feel like a known quantity, and because of that, people trust them.
It's interesting. Most people don't know celebrities personally, but after years and years of seeing them and interacting with their public personas, they feel like they do. And because of that feeling, trust emerges. It's a wonderful phenomenon that you can apply to your own brand. Once you have a persona, stay consistent with it. Now, that doesn't mean that you never change your logo or create new products or try anything new. It does mean, though, that you're consistent with your values. As long as you can do that, you will build more and more trust with the public the more exposure your brand gets.
So look, if you don't already have social clout - try borrowing someone else's until you do. This may just help give you the boost you need to become the big blue whale in the sea of content!