As digital marketing strategies continue to evolve, business owners must learn how to connect with an online audience heavily influenced by the content found within various social media platforms.
Within each platform exist thousands of influencers who can shape a consumer’s behaviors and purchases.
Knowing the best ways to approach your audience through peer marketing provides valuable benefits for your business.
What is peer marketing?
Peer marketing, also known as peer-to-peer (P2P) marketing, refers to word-of-mouth marketing that encourages people to make purchases based on recommendations given by their peers.
When people with a high level of credibility in a particular area engage with a brand on social media, their followers often follow suit because they trust their recommendation.
In fact, over 90% of consumers trust the recommendation of their peers over other ads, according to a study by market research firm Nielsen.
Why does peer marketing work?
Peer marketing works because it’s authentic. In an age where people constantly see digital ads and paid endorsements, getting a recommendation from someone you trust provides a natural sense of security.
Research shows that more and more people, especially younger generations who use social media more often, are choosing authenticity over other forms of advertising.
Peer influencers differ from regular or traditional influencers like celebrities because their content is more relatable.
Peer influencers typically have a following of between 1,000 and 1 million people.
Their niche audience includes fellow moms, foodies, fitness lovers, pet owners, and people with hobbies similar to theirs.
How does peer marketing work?
Peer marketing works by delivering a well-crafted message to the right audience.
People are more receptive to take action when they view content that aligns with their values and current lifestyle.
For brands to be successful with their P2P strategy, they must perform research beforehand to understand the many variables at play.
Business owners should understand how their core products and services can help solve common problems, which can help them decide on which peer influencer to use.
How do businesses pursue partnerships with influencers?
Ready to make peer marketing part of your business strategy? Consider this.
While some peer influencers hire agencies to help them connect with brands, over 79% of these influencers prefer that brands reach out to them directly with collaboration requests.
Before you contact specific influencers through social media, look for those who meet the following criteria:
- Relevant interests and values
- Large and engaged base of followers
- Active posting schedules
- Similar tone and style as your brand
Once you’ve compiled a list of prospects, perform some additional research to ensure that you fully support the influencer’s persona.
You may then reach out to your top choices with a partnership offer based on your budget.
Brand influencers are everywhere, promoting brands like Sand Cloud, who enlist the help of everyday people with values and lifestyles similar to theirs.
Sand Cloud’s environmentally conscious mission appeals to those who care about protecting the ocean and marine life. Their brand ambassadors promote
Sand Cloud’s products, which are made of recycled materials, and encourage others to become active in local cleanups.
Increase your following and build brand loyalty by seeking out influencers who can promote your vision. Doing so helps strengthen your message and solidifies your core values.