Influencer marketing is new take on old technique – Jolaosho

By Ibidunni Banjoko

Aderinsola Jolaosho, Managing Partner, ThePush, has stated that influencer marketing is a new take on the old technique of asking for celebrity endorsement. She added that influencer marketing is done in a way that adapts to today’s world and the modern consumer, as the democratization of influence makes it more attractive and practical with each passing day.

Jolaosho disclosed this at the recent Lagos Digital PR Summit which took place at L’eola Hotel, Lagos.

She argued that for every digital strategy there is a traditional strategy that has worked before the advent of social media or Internet, including a traditional strategy like the word-of-mouth approach which is still relevant.

On the steps to take while choosing an ideal influencer, Jolaosho said: “Brands need to determine their buyer persona, and they should situate their product goal in the sales funnel to create an influencer persona.”

She added that brands should find out the buyer’s personal info challenges, and what problems they’re trying to solve. What’s stopping them from achieving their goals? What specific pain points do they have, and what are their career goals? What does success look like for them? What is their “endgame”?

Jolaosho explained further on sales funnel which is the marketing term for the journey potential customers go through on the way to purchase, such as awareness, interest, desire, and action. An influencer persona template measures factors that may qualify or disqualify their choice of influencers with the Influence Markers like Followership, Engagement, Association, Conversion, Location (online or offline), Audience, and Personal Life and also, the influencer corporate value.


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