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Quotes have the potential to be educational, thought-provoking, or even inspiring — and memorable quotes from experts in the field of content marketing may even serve as road maps for guiding your future marketing strategies. Here are five influencer marketing quotes to keep in mind as you select influencers to partner with, and develop your next marketing campaign.

  • 1. “You can spend your time on stage pleasing the heckler in the back, or you can devote it to the audience that came to hear you perform.”

This quote from marketing guru Seth Godin is relevant for all forms of content marketing, not just influencer marketing. It’s impossible to create content that appeals to everyone, and you shouldn’t try to. Understand your target market, and talk to those people who are most likely to relate to your message. There will always be people who hate what you do, or simply don’t have any interest in it.

Consider the influencers you work with carefully, as they should have a voice and style that matches your brand, and they should have audiences comprised of the types of people who regularly buy your products. After all, there’s no point teaming up with a “let’s player” on social media who has an audience of young gamers, when you’re trying to sell life insurance. If you aren’t sure what kind of people to target, mine your existing client data to learn what characteristics are common between customers, and then create marketing personas to guide your brand message.

  • 2. “People do not buy goods and services. They buy relations, stories, and magic.”

This is another important message from Seth Godin. It’s a timely reminder of what your influencer marketing campaign should be trying to achieve. This isn’t traditional advertising, so you shouldn’t be putting your products and services front and center. While selling products may be your ultimate goal, you need to focus on giving the audience members what they want, building a rapport, and creating the kind of engagement that creates loyal customers.

Influencers are uniquely placed to help you build those essential relationships, as they already have loyal audiences. For example, statistics reveal that 60 percent of YouTube subscribers follow advice on what to buy from their favorite creators rather than the advice of traditional celebrities.

  • 3. “There are exceptional people out there who are capable of starting epidemics. All you have to do is find them.”

While 84 percent of marketers believe influencer partnerships are effective, the level of success for any campaign relies heavily on the quality of the influencer, and this quote from Malcolm Goldwell is a reminder that you need to do your research to find the content creators capable of elevating your brand.

There are several ways to find influencers, with the simplest option being hitting Google and using keywords relating to your products or services to see which content creators are successful in your area. Unfortunately, this isn’t the most reliable method, as you may overlook someone completely, or you may find that the influencers you discover are using fake followers to give the appearance of greater levels of success. For an improved chance of finding the perfect match, use an influencer marketplace, a platform that make it easier for marketers and content creators to find each other and negotiate contracts.

  • 4. “Influencers – they’re the best thing since sliced bread. But forget bread; they’re selling like hot cakes. They’re creating huge returns, and they’re only set to keep growing.”

Influencer marketing is a growing concern, and the best content creators in the business are in high demand, as suggested by this quote from Emily Warna. It’s essential you don’t undervalue an influencer’s services, and you should be prepared to pay accordingly. Statistics from 2016 revealed 45 percent of influencers are contacted at least four times every month about new campaigns, and only 24 percent of influencers accept more than half of the offers they receive. With that level of competition, you need to approach influencers in the right way. You should research their work so it’s possible to talk confidently about what they do and demonstrate why partnering with your brand would be as beneficial for them as it is for you. Spend time thinking about your budget, and determine what incentives to offer to ensure you get the influencers you want on board.

  • 5. “As long as I get to do my thing and someone wants to write me a check for it, I’m all about it.”

This quote from Mike Perry, designer at Broad City, is one of the most important things to keep in mind when developing an influencer marketing campaign. Content creators are good at what they do. They’ve already built audiences doing it, and they have their own unique voices and presentation styles. If you want to work with influencers, you should already have done the research that makes you confident these influencers are a good match for your brand. If you’re working with the right people, you can trust them to use their voices to spread your message. But if you impose too many restrictions on influencers, you silence those voices. The content starts to feel false, the audience fails to engage because the content lacks authenticity, and you ultimately mute your message.

Always remember that you don’t employ influencers — you partner with them. The best partnerships are built on a foundation of trust.

Takeaway: Quotable Content

These influencer marketing quotes represent just a small selection of the incredible advice and guidance available online. By taking the time to study advice from some of the most important people in the field of content marketing, you’re in a strong position to create solid content and successful marketing campaigns. If you create content that’s memorable and engaging, your words may become the influencer marketing quotes that guide subsequent marketers in their quest to stand out from the crowd.