
The world is saturated with social media; one popular marketing strategy businesses swear by is influencer marketing. This strategy amplifies brand recognition and supercharges sales.
If you are one such business owner who wants to build his brand with the help of influencer marketing, you might also be looking for the correct influencer. The correct influencer and an effective strategy can help you achieve the success of your dreams.
However, there are many things to consider before you can zero in on selecting an influencer. The influencer procurement procedure can be tricky, but with proper guidance, you can choose them accurately. In this article, you will learn how to select the correct influencer and why it is necessary to work with them.
Identify the goals for your campaign:
Before you can begin your quest for the correct influencer to represent your brand, you must be clear about the objectives you need to accomplish. Influencers can be utilized to fulfill several objectives of your brand, such as:
● Increase in the number of followers: If you want your social media accounts to grow, an influencer can do so. For instance, you may conduct a giveaway through the influencer, and the process will require the audience to follow your account before they can participate.
● Brand awareness: If your goal is to increase brand awareness, then following up with an influencer is necessary.
● D is necessary to drive sales. When done correctly, Influencer marketing can result in significant conversions. However, to generate conversions, you must check engagement rates.
Understanding the targeted audience:
Knowing the audience is necessary for any marketing campaign; the same applies to influencer marketing. To find the correct influencers to collaborate with, you will need to understand the demographics and personality of the audience, along with their age, job types, areas of interest, how frequently they use social media, which social networks they primarily use, and more. This will facilitate finding influencers who resonate with the target audience.
Deciding on the type of influencers:
‘One size fits all’ is not true regarding influencer marketing. The success of one influencer's collaboration with one brand does not signify that the same result can be achieved with another brand. So, it is essential to understand how influencers work.
There are four types of influencers (based on how many followers they have): nano, micro, macro, and mega. The total number of followers is used as a standard for rate cards. The rate increases with the number of followers. However, it must also be noted that higher followers do not signify successful results.
● Nano- Has the lowest number of followers, from 1,000 to 10,000. The engagement rate for these influencers is often high even though the number of followers is less. This is because of a stronger bond with their followers.
● Micro—These influencers have followers ranging from 10,000 to 1,00,000. Due to their large following, micro-influencers typically do not generate as much engagement as nano-influencers. Nevertheless, their reach is much broader.
● Macro- With followers ranging from 1,00,000 to 5,00,000, these influencers are the more expensive version of micro-influencers. They not only can reach a wider audience but also generate a high number of views and likes.
● Mega influencers—Influencers with over one million followers, including well-known public figures and celebrities, are the most costly to collaborate with. Although they have a massive reach due to their diverse range of followers, they are infamous for generating the lowest engagement rates.
Search for influencers:
Now that you know about the goal of your campaign, the target audience, and the types of influencers, it is time to look for the ideal influencer. Here are some points to note:
● Do they align with your brand value? The first step you need to take is to check if an influencer is aligned with your brand values. For instance, your brand produces skincare products that do not test on animals. For this case, you will need an influencer to promote and use cruelty-free products.
● Do they belong to your target market? After checking the alignment of influencers with your brand values, the next step will be checking if they fit your target market. Research to ensure that the influencer you are interested in will benefit your target market. Use hashtags related to your product, service, or brand to find the person of your niche or someone interested. Check out the tagged mentions or posts; influencers may organically promote your brand. Check your rivals' accounts to determine whether they have collaborated with any influencers. However, if you decide to send your pitch to any such influencer, you must remember that they may be barred from working with you because of an exclusivity clause from your competitor’s agreement.
● Do they perform well? Once you have completed the previous steps, it is time to evaluate the performance and credibility. You must look at the engagement rate, as this is even more important than the number of followers. Engagement rate signifies how well an influencer's content resonates with the followers. The average engagement rate is 1-3%. You must also check the posting frequency. Do you need someone who posts frequently or less often? Check for the personality or tone of voice; some are serious, while others are upbeat. This can be checked from their videos and then matched with the tone of your brand.
Reach out to influencers for compensation and deliverables:
There can be a bit of negotiation when you reach out to an influencer. Depending on your budget and marketing objectives, you will have to decide on the type of compensation. You might gift your product to the individual in exchange for content of any type, i.e., story, video, or post.
Campaigns that involve gifted products are more morally acceptable in the influencer industry. They do not require the influencer to post because they are not getting paid. You can also opt for affiliate marketing, providing a unique discount code for the influencers' followers. The influencer will receive a little financial incentive depending on how often the code is used.
Another option is monetary compensation when you pay an influencer an agreed-upon amount to promote your products and services. Apart from deciding on the compensation amount, you must also consider the legal terms and deliverables. What kind of content will the influencer produce? Will there be a single post or multiple post? Will the post be made on a single platform or multiple platforms? Will you give them some points to consider or allow them to say whatever they want? You should know the answer to all such questions before you reach out to an influencer.
If you still need more advice on working with influencers, you can seek help from providers such as Talent Resources, an influential New York procurement service. This influencer marketing agency will effectively manage your branding strategy. Contact us today to learn more!
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