Influencer marketing can have a huge impact on a marketing campaign’s success. This is only true if the influencer is a good fit for your brand.
Here’s how to pick an influencer who will help you raise awareness for your company.
Although some influencers have a high number of followers, it’s crucial to note that having a large number of followers is simply one advantage when it comes to spotting a great influencer. A true brand influencer is someone who has the ability to modify people’s perceptions and, as a result, how they think and act.
Let’s take a look at four different types of key influencers:
Celebrity endorsement has been around for decades and continues to be a viable marketing strategy. These are frequently exorbitantly priced, and you’ll almost certainly have to wait in line before ever speaking with their public relations team.
The other difficulty is trustworthiness; consumers are savvy, and if your business doesn’t fit the celebrity’s lifestyle, it could be a costly but ineffective marketing effort. These people are also known as macro-influencers because they have a lower engagement rate than individuals who have less followers.
Industry Leaders and Entrepreneur
Journalists, industry leaders, professors, and professional consultants all fall within this category. The prestige of these influencers is typically based on their qualifications, position, experience, and place of employment.
You’re right if you assume contacting a journalist to sway readers by producing an article is the same as traditional marketing. Many different types of marketing have overlaps, fusing the old and the new.
These experts are frequently used by bloggers to add credibility to their work. A journalist’s extra benefit is that they may write a free review of your company for publication in a paper, whether print or digital.
According to a Collective Bias research, 30% of consumers are inclined to make a purchase based on a blogger’s recommendation. Their specific niche is a significant advantage of picking this option.
Bloggers and content creators rarely cater to the masses; instead, they usually speak to a small group of people about things that are of interest to them.
It can be beneficial to connect with your target market if you choose a blogger who speaks in the same tone as your brand.
These are ordinary people who are trusted for their expertise in a certain field. These influencers typically have fewer than 10,000 followers on social media.
Their followers tend to feel closer to the influencer, which builds trust. They can then use their experience and knowledge to endorse items and services. Another advantage is that your collaborative initiatives will not require as much funding.
The problem isn’t that people aren’t online; it’s that they are split over many platforms, with the average Indian spending 24 hours per week online. Brands’ marketing campaigns would be stretched far too thin if influencers did not represent them.
However, reaching your objectives and generating a solid return on investment is all about selecting the perfect influencer for your company.
It all boils down to whether they’re relevant to your target audience, have high levels of engagement, and are genuine when it comes to gaining followers.
What factors should you think about while selecting a brand influencer?
- Prepare your Campaign First
You must be aware of your own campaign objectives. What are the goals of the project? Are you trying to expand your audience, drive more traffic to your website, enhance sales, or gain more social media followers?
Although you may say, “Yes, all of that, please!” when you see this list, the reality is that no single influencer can accomplish everything for you. As a result, you must be picky, set KPIs, and develop a strategic plan for the campaign.
- Stick to a platform or Platforms
You’ll probably look to Facebook and LinkedIn for a B2B business. Companies that deal with the public will often do better on Instagram, Snapchat, or Twitter. Younger generations are drawn to channels that provide instant gratification and novel ways of telling stories. Influencers are frequently seen on multiple platforms, but they always have a dominant account.
- Confirm the legitimacy of Influencers
583 million Facebook accounts were deactivated in the first three months of 2018. Influencers can now buy followers far too easily.
One of the finest signs is to look at their involvement rate. On Instagram, a high interaction rate is 3.5 percent to 6%, and this varies per platform.
- Research the capabilities of Influencers
When contacting influencers, consider how interested they are in actually using your product or service.Many influencers have a limited understanding of their associate company. It’s not going to bring you results if the following figure out that their social media expert is in it for the money. You need to be able to trust this person to represent your company, therefore vet potential influencers!
- Understand their Audience
Find an influencer with a similar audience to your target market. Learn about their target audience, including their age, religion, educational status, gender, ethnicity, and income. The rise of influencer marketing has resulted in the fortunate result that there is almost certainly an influencer out there who will meet your needs.
- Prepare your Campaign First