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Michelle Stansbury is a featured contributor to Influencer Marketing: Where the Tactic is Headed and Trends to Support It report.

Here's the complete contribution:

The biggest trend for influencer marketing in the next 3-5 years is the expansion of the marketing technique past consumer goods to professional services. Social selling and referrals have long been a part of successful business growth in professional services, making influencer marketing a logical next step. In industries like law, real estate, IT and accounting, influencer marketing will emerge as a tool to build long-term brand value as well as short-term ROI.

So what sorts of influencers should professional services companies seek out? The reality TV stars that promote consumer goods aren't usually the best fit for companies looking to build credibility. Instead, look for past clients with a large social network and turn them into brand advocates. A happy client will increase the authenticity of a influencer campaign and make a larger impact than a insta-model with a bigger following.

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