How To Pick The Right Influencers For Your Brand
Influencer marketing has been the buzz word over the last few years and for good reason. It is a great way for enhancing your brands credibility within the markets you operate in. Here we will explore what influencer marketing is, ways it can enhance your brands credibility, and strategies for finding online influencers for your niche.
What is influencer marketing?
Influencer marketing is a strategy for promoting your products or services through people that are able to influence your target market. These people are able to enhance your brand and ignite conversations with people who are most likely to be interested in your offering. Essentially influencer marketing build advocates of your brand connects you with your audience, which in turn builds trust and enhances your reputation.
Influencers take a variety of forms including:
- Social – these influencers tend to have a large following on social media such as Facebook, Instagram.
- Video blogs -Video bloggers are digital influencers that are great for promoting your products and brand.
- Bloggers – Bloggers usually have a large amount of traffic to their blog site, as well as followers on a variety of social platforms.
How can influencer marketing enhance your reputation and credibility?
There are many benefits by making influencer marketing part of your business’s brand strategy. Firstly you can build partnerships with influencers that will deliver positive messages about your brand. Your partnership is likely to last for the long haul as long as you keep the conversation going and share and comment on their content. If you do this, they are likely to return the favour back to you.
It is a known fact that the most trusted form of advertising is word of mouth. Online influencers are able to communicate your brand in a positive way to their fans at a much larger scale which was unknown before. Essentially people trust real people when building a picture of a particular brand. If an online influencer endorses your brand, their audience is likely to trust you more, as they trust and respect the influencer’s opinion. They have a lot of power with their audience so if you work with an influencer it can deliver huge results for your reputation.
How to find online influencers?
There are a number of tools to help you find influencers, such as BuzzSumo and Nimble, however if you do not have the budget to invest in online tools, there are three fundamental things to look for when choosing online influencers to work with. These are as follows:
- Make sure they are relevant
There are a number of questions you need to ask yourself when establishing whether the influencer is relevant to your brand. These are:
- Are they actively engaging with your market?
- Is their brand aligned to yours and your ethos?
- Are they advocates of similar brands to you?
An online influencer that is aligned to your brand is more likely to be an advocate of your brand, further enhancing your credibility.
- Check out their followers
A social media account with a large following doesn’t necessarily mean that they are all legitimate and will be a honey pot to enhance your brand, so it’s important to check whether the influencer has bought their way to popularity. Fake accounts are usually pretty easy to spot. Check out their followers profiles to see if you see any odd ones that have little or no information and limited images –on Instagram for example. All accounts will have some fake followers which is unavoidable, however if they make up at least 60% fake followers that is a good indication that the influencer isn’t right for you.
- Look at engagement levels
Check if they post new content frequently and the type of response they receive. Is it meaningful? Does the influencer have a good relationship with their followers? Do many followers return to the page to comment? A profile with high engagement indicates that the influencer posts amazing content that their audience loves which encourages them to keep coming back, which means potentially more eyes on your business if you partner with the influencer.
What to do when you have found your influencer?
Firstly start to engage with the influencer and share content that they may be interested in sharing. This tactic develops the relationship and potentially your content will add value to them and their followers which may result in it being shared. Once the relationship has been developed, contact the influencer by e-mail and tell them how your brand aligns to theirs and how it will benefit them.
Partnering with online influencers carries a range of benefits including building and boosting awareness and ultimately trust, which is the holy grail of all businesses. Essentially research of potential influencers is very important for connecting you directly to your market and to get the best out of the partnership that works mutually going forward.