The concept behind influencer marketing is great – place a product on specific key individuals to reach their audience, in the hopes that their sociological influence will sway their followers to purchase your products. The question is – how do you pick the right influencer for your brand? This blog will outline a few ways you can find the right social media influencer fit for you brand.
Don’t pick your influencer just because of the size of their following – it doesn’t mean that these followers are real or tuning into this person’s content. A good way to decipher if someone’s following is legitimate is by the amount of engagement they are receiving. If your potential has 100K + followers, but hardly any likes or comments on their post, this is a sure sign that you are courting a spam account.
The goal is influencer marketing is to reach the influencers following. Make sure that your social media influencers demographics match up with your ideal prospect. For example, if you own an ecommerce store that specializes in women’s clothing and ships only within the united states, make sure your influencers following is primarily US based females. Common sense, right?
It’s hard to fake passion, but easy to spot it. Make sure the influencer you are going to hire is fired up about your brand and what you stand for. If they truly buy into your product and your story, they are sure to make a larger effort to help promote your product instead of just treating it as a quick contracted job. Remember, the influencer is going to care about their brand #1, so if your product doesn’t line up with their interests, you are less likely to get the results you are looking for.
Like any partnership, communication is key. Make sure you have open dialogue with your social media influencers. Explain your brands story in detail, and what you stand for. We wouldn’t suggest pigeon holing your social media influencer to a specific post – allow them to be creative, but give them the building blocks to do a great job. Share previous post’s that other influencers have promote for you that have worked out well, or content that you have served that received the most engagement.
At the end of the day, it’s about selecting an influencer that speaks to your brand and your followers. The right influencer should help breathe life into your brand and help you resonate with their community.
Have more questions about influencer marketing? Post comments below, or give us a call at (248) 579-9972.