How To Find The Best Influencer For Your Brand
Influencer marketing is a great way to introduce your company to new communities of people which you did not get access to through other conventional vessels. Choosing the optimal influencer that is aligned with your brand, and building a sound working relationship with him is a sure way to optimise a marketing campaign. By weaving your brand message into an influencer’s usual storytelling style, the message sent across can come across as more refreshing and interesting. Below is a check list to finding the best influencer for your brand.
Set well-defined goals
Before you can hire an influencer to work with, you need to first know what objective has to be met. Defining a clear agenda is hence imperative. You may be a new start up seeking to introduce services by generating as much brand awareness as possible. Alternatively, you may want to tap on the Christmas festivity to create hype about a certain time-limited promotion in a bid to boost sales over the next few weeks. You may want to position your company as a thought leader in the field of fitness, or attempt to retain relevance to your audience by reminding them of your innovative efforts. The goal may also be to reach out to new potential customers while building loyalty with existing clients following a product improvement. Piquing consumer interest prior to a launch to generate demand and leads in order to increase sales revenue is also a common goal for many companies.
Determine both the short-term and long-term goal to see if you need to employ the same influencer for a longer period, or to roll out different influencers to do a set of different tasks over a period of time. Setting the goals and matrix well will help keep everything together.
Consider giving creative freedom
Depending on your company’s overall image, you may not be able to grant too much creative freedom to the influencer. In this case, there should be a delivery and branding guideline set to prevent miscommunication. However, it is critical to note that an overly well-polished content that does not fit into the influencer’s typical content will be obviously recognised as a commercial advertorial. This is something to bear in mind before picking an influencer to work with. If you are a global brand, there may be a need to align with both the global and localised marketing strategy, which means that more factors have to be considered. By setting boundaries, influencers can better connect with their followers as trusted peers in a authentic yet controlled setting.
Check the influencer’s followers
Pick an influencer whose audience mirrors and resonates with yours. Reaching out to a relevant and targeted group ensures that the content will be more well-received, and hence effective. Look through the comment section to gauge the level of trust and interest that the followers have for the influencer. From there, you can identify if the followers are from a niche that you keen to explore.
Evaluate the influencer
After shortlisting several influencers, check their profiles thoroughly. Checking their reach by looking at the number of followers on various social media handles is insufficient, and should be supplemented by an analysis of engagement levels. This is because those with a large following on Instagram, Youtube or Twitter may not have strong and loyal followers. With that, find out how engaged their followers are to signal the level of interest that they have in the influencer’s content amidst a sea of voices online. Look through their content to see if they sound authentic, or if their personality matches with your overall messaging. The influencer’s content should ideally stand out from the chatter and trigger the audience to connect and interact with them. Choosing someone who is an expert to your potential customers’ influence circles increases the likelihood of your target audience taking action based on the influencer’s recommendations by modelling their behaviour.
Explore narrative styles
You do not want your company’s mission and vision to be spelt out word for word on the influencer’s platform. If an influencer is willing to copy and paste your content, it may also signal a lack of professionalism. This will also be ineffective as smart consumers are now quick to ignore and mentally sieve out irrelevant content on their subscription feed.
Good influencers will weave brand messages seamlessly into their usual story
Check their past collaborations
After finding a good influencer who is an authority in their field, it is vital to check the past collaborations done on the influencer’s platforms. If he has worked with your competitor recently, there may be a need to drop him for the time being. You may also need to restrict their clients for the next couple of months following your campaign depending on the context.
Reciprocate the engagement
To drive stronger engagements, ask the influencer what their audience like and try to give back. Bounce ideas off each other and brainstorm on means to best achieve a desired audience behaviour. You may offer a special promotion code to be used when the audience checks out, give out freebies, or allow access to private events such as a meet-and-greet, movie premiere or concert.
Tapping on social media as both a compelling and creative means for audience outreach is increasingly a key part of any marketing strategy, and for a good reason. Its potential to curate a comparatively organic and engaging interaction as opposed to traditional media is hitherto unrivalled. At the back of your mind, remember that like your company, influencers are a brand as well.