Influencer marketing is a tricky practice to implement in the technology space. Read how we recommend navigating this fine line to boost your brand and awareness.

It’s your lunch break. Finally, a few free moments to yourself. You take out your phone and open your go-to social media site. The first post you see is your favorite food blogger with a post and review of the latest must-have kitchen gadget. In her 20-second clip, she showcases all the ways it can make your next culinary adventure that much easier. Within seconds you’re hooked and make a note to purchase the device the next chance you get.

As a marketer, you know that particular post and product review were a form of Influencer Marketing. Even though marketing pros can see through these efforts, we’re also consumers who fall under the spell of a solidly delivered influencer marketing message. We believe comments given by already trusted sources, and this influence often results in a change of opinions or an altered purchase. As consumers, we see it with celebrity or expert-endorsed messages on household goods, food products, cosmetics, cars, subscription programs. As marketers, we see how consumers react and happily employ these efforts in our own marketing campaigns.

Using influencer marketing techniques to reach the ever-elusive tech user crowd, however, it’s not always a no-brainer, easy-to-implement solution. In reaching this demographic we have to be a little more subtle, a little craftier, and travel down avenues that will make a lasting impact aside from simple advertising efforts.

When used correctly, influencer marketing can go a long way toward developing a strong brand presence in this user base, boosting word-of-mouth reviews, and eventually turning curious shoppers into product users. Here are three ways we can successfully leverage influencer marketing to reach consumers.

1. Unlock Influencer Channels To Impact Purchase Decisions

Your company has released a new piece of software. You know its value–you’ve seen it demonstrated by in-house developers, it’s been showcased at trade shows, and you want to shout its benefits from the rooftops. But what you really need is for tech users to see the product’s value firsthand in order to boost purchases, increase revenue, and bolster industry awareness and adoption of this new tool.

Marketers secure in their product’s standing and looking to make an impact in purchase decisions may approach well-known and well-respected influencers with a content idea, such as reviewing the five latest software applications for cloud-based backups. Among the idea pitch, the marketer will include their new software as one of the options to review. The influencer benefits by gaining access to the latest technology, free of charge, and has the opportunity to use and vet the software to provide a review. This process places the new product–and its brand–in front of desired consumers, with feedback and evaluation from a trusted source.

Why is this important?

Studies show 49% of people rely on recommendations from trusted peers when making purchase decisions. For example, Twitter users report a 5.2x increase in purchase intent when exposed to promotional content from influencers.

2. Navigate Influencer Relationships to Cultivate Thought Leadership Status

Do you have great research information or fascinating survey results you want circulated among your target demographic? Feed that information to influencers who may incorporate it into their researched, fact-based articles. This will position your company as a source to turn to when tech users are looking for research and insight in the industry.

Why is this important?

In the technology community, it’s important to not only have products and services consumers trust but to have the experience and breadth of knowledge to support your company’s stance as an expert and leader. With thought-leadership content, you can showcase this expertise by tackling large, current topics of discussion and provide insight and data to support opinions and positions.

3. Explore Influencer Connections to Locate Brand Ambassadors

If you’ve successfully leveraged influencer marketing to support the success of your company and products, it’s now time to roll up your sleeves and start digging through comment threads and community sites to see who’s engaged with your influencer’s content. Locate users who’ve posted reviews, shared insight, or interacted with others in an online community on the merits of your products and services. While all companies are likely to have fans and naysayers, locating advocates opens the door for customer testimonials and even more user-produced content and reviews to share.

Why is this important?

According to some research, 66% of brand conversations online are usually truly positive. This means it’s easier than you think to locate brand ambassadors who are engaging online and endorsing your company and influencing tech consumers. The more they’re encouraged–especially by direction interaction with the brand–the greater the likelihood of them turning tech users into potential customers.

While influencer marketing may not work for every campaign and every product release, it’s an integral part of your tech marketing campaign that, when leveraged correctly, can yield successful, lasting results.