THE IMPORTANCE OF COMMUNICATING WITH OPINION LEADERS IN BRAND STRATEGY

Brands seek to differentiate themselves and they achieve this not only through traditional advertising, but also through the trust they convey. third parties. This is where communication with influencers comes into play, a strategy that communication agencies use to amplify our clients' messages and connect with their audiences in a more authentic way.

A prescriber is a person or organisation that, thanks to their prestige, experience or influence, can recommend a product or service and have an impact on public perception. These are not only influencers on social networks such as Instagram or Tik Tok, they can also be, for example, specialised journalists, opinion leaders, industry experts or satisfied customers who become brand ambassadors. The big difference is that their recommendations are perceived as more trustworthy than a traditional paid advertisement.

In order for communication with opinion leaders to be effective, at communication agencies we design strategies adapted to the objectives of each company. Our role, in addition to "getting a message across", is to create a relationship of trust with the audience, which implies a thorough understanding of the brand's audience and which voices can exert the greatest influence on them.

Among the most common actions we carry out, the following stand out:

• Identification of key profiles: identify the opinion leaders who really have an impact on the target audience.
• Building long-term relationships: beyond one-off collaborations, the aim is to generate a sustained contribution of value over time.  
• Personalisation of the message: each prescriber has a style and preferences, so the challenge is to adapt the content to each of them without losing coherence with the brand's narrative.
• Creating memorable experiences: can be exclusive events or personalised mailings that allow you to get to know the service or product first hand.
• Evaluation of results: In addition to counting media appearances, we also analyse whether these interactions have enhanced reputation, increased awareness or impacted sales.

This approach allows brands to gain visibility and strengthen their credibility. Consider, for example, the difference between a digital ad and a positive media review: the latter will more often have a greater impact on the purchase decision.

The communication with prescribers is a strategic pillar for any company wishing to build a good reputation and image. With the support of a communications agency, companies can turn these partnerships into drivers of trust, visibility and growth.

At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language.