There is just no denying the power of influencer marketing. In fact, in a 2019 survey, 82% of respondents said they believed that the quality of customers from influencer marketing campaigns is better than from other forms of marketing. However, the success of any influencer marketing campaign is ultimately dependent upon finding the right influencer for the brand.
If you’re looking to beef up your marketing efforts with influencer marketing, here are some valuable tips to help you choose the best influencer for your brand.
Set Your Marketing Goals
Before you start scouring social media for an influencer to represent your brand, start by defining what you’re hoping to achieve with influencer marketing. Is your goal to build brand awareness, boost sales, increase your social media following, or grow an email list? Influencers have different strengths and identifying your goals can ensure that a particular collaboration will help you reach those goals. Having clear marketing objectives also makes it easier to communicate exactly what you need and expect from an influencer.
Make Sure the Influencer is Relevant to Your Brand
Perhaps the most important thing to consider when choosing an influencer is whether or not they are relevant to your brand. Consider the influencer’s audience and niche. Who are their followers, where do they live, and what are their interests? You need to determine if their audience is going to be interested in your product or service. If your product is for adventure-seeking nomads, an influencer with a devoted fan base full of middle-aged moms is not going to be a good fit. The influencer’s audience and niche must be compatible with your brand.
Review Existing Content
Reviewing existing content is a great way to make sure that the influencer’s values, voice, and image align well with your brand. You can tell a lot about an influencer just by looking at the content they post. Does their personality mesh well with your brand? If your brand’s voice is casual and cool, you’ll only confuse and alienate your target audience if you collaborate with an influencer who is snarky and cynical.
You should also look at the quality of the content they create and share. Take note of what types of content they create and what performs best to ensure that they can provide the kind of quality content you need. Look at their previous sponsored content, if they have any, and consider how these posts performed. Overall, their content should be authentic, original, and valuable to their audience.
Evaluate Their Metrics
It’s important to consider how many potential customers your brand can reach when collaborating with an influencer. Take a look at their metrics, including the number and quality of followers, reach, and engagement. Genuine followers and reach are important, but what you should really focus on is their rate of engagement. Do their followers like their posts, comment, and engage in conversation, or is it crickets and radio silence? Even if an influencer has a hundred thousand followers, you’re unlikely to see any ROI if they’re lacking any real engagement.
Network with Influencers You’re Interested In
Successful influencers get approached by brands all the time and they are just as selective when it comes to choosing who they want to work with. If you’re looking to collaborate with the best influencers in your industry, you’ll need to establish a relationship with them. Once you’ve found an influencer that you’re interested in working with, connect with them, interact with their content, and start a genuine conversation before propositioning them for a collaboration.
Finding the right influencer for your brand isn’t always easy. It can require a lot of research and time to make those genuine connections. If you’ve been struggling to find authentic and influential personalities to represent your brand, we may be able to help.
At Agency 133, we represent a diverse group of talent who have built and grown notable and authentic brands. Through meaningful content creation and effective social strategy, we help brands conceptualize and produce authentic campaigns that break through the noise and expand their reach.
To learn more about what we do or for more influencer marketing tips, follow us on LinkedIn, Instagram, and Facebook. If you’re interested in working with one of our exceptionally talented clients, contact us at info@agency133.com.
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