Zero-Click Marketing 101: Is Influencer Marketing Dead?

Business owners and marketers HAVE to think of the journey their potential clients go on. That’s the job, and if you don’t do that, you are not going to be one for long.

With the popularization of podcasts over the past decade, the way we all get our information is standardized whether you recognize it or not. The truth is, the world has too much information coming at us at once. Our tiny brains can’t comprehend all of this information, nor were we meant to. So the way most of us compartmentalize information is by trusting in a few sources.

Admit it, do you have a medical, politics, parenting, finance, or sports guy or girl, and so on and so on? These are people you have listened to intimately for years and trust them to deliver you high-quality information. I’ll bet the answer is yes. Your zero-click marketing strategy has to be based around this core pillar.

If you are a small-medium business, the biggest untapped gold mine is small, niche, community influencers who are below market rate in pricing. These influencers can have anywhere from ~1k-25k followers, but they are very high impact in their community. When they say something, or promote something on their networks, their audience trusts them.

Getting one of these influencers at a price your business can afford is one of the highest impact expenses you can have. It’s a bonus if you can find someone who doesn’t know they are an influencer yet. They have built their audience one follower at a time by being passionate about a topic. Avoid people who clearly started a YouTube, TikTok, or Instagram to become an influencer.

The hardest part of this is the thinking. You won’t be able to use AI to find these people. You have to be in the weeds of the community you are serving and get creative. Good luck!