How to define an “influencer” for your brand marketing can be a wasted investment if you do not choose the right one. It is important to look beyond just unique visitors or twitter followers while you attempt to find an influencer to work with. Few key points to consider to select an influencer:
Relevance
How to define an “influencer” for your brand vary for every brand because they are contextual fit. Relevancy is very important characteristic when targeting the right influencer for your brand. It is crucial to consider your brand personality, whether it is reverent or provocative, matches the image of an influencer. The audience of a female popular singer cannot relate her talking about a gaming app. Just because a blogger posts his experiences while taking world tour doesn’t necessarily mean they are a good match for your Tours & Travels business. Place the context in the center and align your choices of influencers around it to choose the right one for your business or brand.
Engagement
How to define an “influencer” for your brand Engagement indicates how actively the audience interacts with blogger’s posts or content. Their engagement can be assessed based on their response, comments, and shares. A good measure to look at is the percentage of returning audience vs new visitors.
Reach
How to define an “influencer” for your brand Reach of an influencer is another valid metric to consider. Reach should be measured in terms of unique visitors rather than looking at the whole fan base of an influencer. Another smart consideration is to look at what other social platforms your target audience visit. A moderate size of followers of a relevant influencer on Pinterest or Instagram might be more valuable than a large crowd of admirers of a celebrity on Facebook.
Actionability
This is an influencer’s competence to cause action by their audience in the purchase cycle. Influencers who are contextually aligned with your brand or products and who have good reach of audience naturally initiates action.
Frequency
Amount of traffic to a website and the rate of return visitors directly correlates with how often blogger posts. Readers are more likely to return and share when a blogger consistently posts high-quality content on regular basis.
Authenticity
A personal story from an influencer that talks about the genuine use of a service or product gain more thrust than a direct product review. Compelling and engaging stories with personal touch get more shares and comments than promotions and deals or product reviews. A fashion brand could engage a model to talk about tips on appropriate attire for different occasions and colors and styles to choose for different professionals according to their physique. This type of content is highly engaging to readers and authentic for the influencer. It connects the fashion brand to the large audience in most loyal and personalized way. Decide the type of personality of an influencer like you need an informer or an authority to promote your product or campaign. Pick influencers from one or two genres which are relevant to your business. Select your niche to reach for audience and pick topics that your influencer can talk about on their social media platforms. And finally, decide the type of reach that works for you,
- Is it website traffic you want to increase or social media followers?
- Does your influencer blog?
- Need your influencer to be part of your visually driven campaign?
- Is it tweets you are after?
Narrow down your options and the followers for better reach.
Influencer’s Outreach
Once you are done with identifying key individuals, it is time to make them familiar with you. To successfully contact and work with influencers you need to build a relationship with them, which is mutually beneficial. A good influencer relationship grows your reach naturally while providing them with something in return for their efforts. Few key steps to follow to build a seamless campaign with an influencer:
Connect
Once you choose your influencer, start following them. Enter their vicinity by following them on the social media channels. Let them know your presence by liking their posts, leaving a comment etc. Be observant about their response to different followers and their comments, to get familiarize about your influencers personality.
Contact
Once you are confident about the right time to contact your influencer, prepare a personalized message. Use your knowledge about them and their posts. Give them a reason why you chose them to be your influencer. Find out the best way to contact them (via email or phone call etc).
Be specific & professional
Be specific about your business goals clearly and honestly. Give them a brief about your vision, goals, what you are expecting from them and how the collaboration is mutually beneficial. Once the influencer agrees to work with you, solidify the agreement with how they want to be compensated.
Create valuable content
Do not give your influencer a poor impression with weak content. This may be stating the obvious, but if your content is not relevant and if it does not add any value to the reader it might get rejected. Influencers do not want to share poor content, which will damage their reputation among the audience.
Segregate your influencers (if working with multiple influencers)
The same formula cannot be applied everywhere. The same approach will not win every influencer. Different ways motivate different people. Segment your influencers based on their industry expertise, reach, their interests etc. Combining these metrics with demographic data like gender, age, the location will enhance your results.
Incentives
Incentivize your influencer with your products or services for free. Free trials make them better understand your product. Face-to-face interaction with them builds more trust and strengthen your relationship. Find professional ways to meet them in person such as product launch invitations. Occasional gifts with some thought put into them also a good way to make your bonding strong.
Do not burn the bridges
Keep in touch with them even after your campaign term is done. Continue to nurture your relationship with them to show your values. This will enable them to realize how you value your customers and this may earn you an ambassador who may continue to talk about your brand. Where to look for influencers:
- Buzzsumo
- Little Bird
- EmailHunter.co
- ContentMarketer.io
- RightRelevance
- Social media
- Research Hashtags
- Google alerts
- Social mention
- Followerwonk
- Klear
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