While influencer marketing is not a new strategy, it has become an increasingly pertinent topic for marketers lately. Its popularity is thought to have steadily increased due to its effectiveness, especially in comparison with more traditional advertising strategies. So what is influencer marketing and how does it prove so effective?
To first navigate this marketing technique, it’s important to establish the influencer component. When it comes to influencing, an influencer does not necessarily need to have a large social media following. Rather than centering on popularity, influencing hinges on the results. As a result, an influencer is someone who is able to spur a change in consumer behavior or perception. The term, then, when applied to marketing, refers to someone who persuades consumers to buy from specific brands or companies.
Influencers tend to have a significant reach. This ability to deliver a message to a large population is an important facet of marketing. However, reach alone is insufficient. Influencers must also have credibility. In order for the influencer to gain authority within a community, the audience must trust the influencer based on perceived expertise and knowledge. For example, a certified personal trainer will have high credibility when recommending workout equipment, but low credibility when navigating politics. In addition to the aforementioned factors, another important factor in influencing is salesmanship. Influencers who have the ability to convince others of their point of view through charismatic communication are considerably successful in achieving desired results.
While traditional advertising has utilized celebrities in campaigns in the past, this dynamic is more closely associated with endorsements than influencer marketing. Consumers tend to be aware that celebrities are being paid by advertisers to promote products, so their credibility often appears less authentic. This type of advertising, then, is often limited in its effectiveness.
Influencer marketing, on the other hand, utilizes influencer reach more than it borrows from their credibility. Good influencer marketing builds sincere and intimate relationships with influencers, providing exclusive information that excites the influencers. As a result, influencers do not promote products because they are paid, but because they believe in the company and its brand or product’s usefulness to their audience. Influencer marketing hinges predominantly on honesty and authenticity.
While an influencer may speak positively or negatively about a product, it is the transparency that proves more credible and effective than traditional advertising. Successful influencer marketing leverages the influencer community’s reach, credibility, and salesmanship to serve as an advocate for company brands or products. This type of marketing increases awareness and consumer action more actively than other marketing strategies.
About Joseph Benevento
Joseph “Joey” Benevento is an accomplished former Naval Officer. Having served 12 years, he has learned a to make intelligent and quick decisions in life-threatening situations. His fighting spirit and inherent ability to lead naturally align him with the field of Sales and Marketing.
In the military, being personally driven to succeed is the single most important driver for promotion and Joey has displayed self-motivation from a young age. By playing sports in high school and college, he harnessed a healthy competitiveness that continued to drive him even off the track or field.
While serving in the military, Joey held several different leadership positions. His career was heavily focused in the Naval Special Warfare community, beginning as an officer in charge of a small crew throughout SEAL training. After graduating from SEAL training, he served as an Assistant Platoon Commander at SEAL Team FIVE, then rose through the ranks to become a Platoon Commander. He also served as the Future Operations Officer for Naval Special Warfare Unit THREE and as an Action Officer for Naval Special Warfare Command. Working in the Naval Special Warfare community, constantly having to learn things on-the-go, gave Benevento tough skin, which he knows will be particularly helpful in sales.
The desire to positively impact peoples’ lives and to cultivate trusting relationships is ultimately what drew Joey to Sales and Marketing. He joined the Navy not to prove that he could do great things, but to do something that was bigger than himself; Joey wanted to help others. While seeking a new career field with the same capacity for impact, a friend suggested the Medical Device Sales industry.
He proactively learned as much as he could and after observing several computer-assisted surgical cases in the OR, Benevento knew he wanted to be a Medical Device Sales representative. Wanting to learn even more, he met with several leaders in the field so that he could really get a feel for what skills and knowledge the industry required. This is indicative of his Navy-cultivated skill set permeating his everyday mindset; he goes into every situation with a strong plan, knowing the need to make quick and sound decisions is critical.
AWARDS & RECOGNITION
2 Joint Service Commendation Medals
Navy and Marine Corps Achievement Medal
2 Joint Service Achievement Medals
Outside of work, Joey enjoys staying fit and playing sports as he did in high school and college. He completed his first marathon at the Rock n Roll Marathon in Las Vegas in 2016, and likes to swim, lift weights, and take group fitness classes. These days he sticks to shorter runs and the occasional half marathon. Joey currently lives in San Diego, California.