Identifying and working with the “right” influencers for your brand is the key to whether your influencer marketing will succeed or not.
The ultimate goal of influencer marketing for any business is to increase sales (or is it?) by achieving high visibility consistently across multiple outlets by utilizing influencers. How do you identify the right influencers for your brand?
Here are simple and easy steps that you can follow.
- Define your strategy and marketing goals! For any bigger marketing projects, it is critical to define your goals and KPIs. Do you want to raise awareness for your brand? Or simply increase sales revenue? Or increase the amount of your social media followers? Or something else? Whatever your strategy and goal is, you also need to define KPIs and how you will eventually measure the success or failure of your influencer marketing campaign. (i.e. number of views? Clicks? Shares?)
- Go to Search Engine! The obvious first step is to use the basic approach by using search engines such as Google, Yahoo, etc.
- Search for topic that is related to your brand and check who writes articles about those topic.
- Cross-platform deep analysis of the potential Influencers’ true footprint across different social channels (not just follower count).
- Check how often the influencers blog or comment.
- Partner agencies! You can partner up with digital agencies who typically have some list of top influencers of various industries already. It may cost you a bit but might be worth it if you are in a hurry.
- Use Social Media Analytics Services! There are some companies that provide service to identify the best influencers for you. For instance, InsightsAtlas service can identify for you who could be the top 20 influencers for your brand, what type of themes are involved with those influencers, how much visibility and brand value a specific influencer have, and what is their actual performance in terms of your brand related themes.
- Reach out to the identified influencers! Make cost-efficient deals with the identified influencers according to their true social footprints so to guarantee the best ROI. You can negotiate a one-time deal such as providing them to use your products or services free-of-charge, or provide incentive models depending on how much attraction the influencer is able to get for your brand via their own social media channels.
- Analyze! Track and analyze influencers’ social media activities and actual performance and provide continuous reporting on how your influencers have been active in promoting your brand about specific topic/products and how effective they have been. When you analyze one campaign, you will be able to already see whether you are working with the “right” influencer or not. If you are not, you should start from the beginning of this list again.
Make sure to keep an eye on Instagram and Twitter users, who has thousands of followers, tagging your brand or using a branded hashtag - they might be your next biggest promoter.
When you find the “right” influencer for your brand, it can go a long way. But knowing whether to pay the influencer or not, is yet another discussion.