Influencer marketing has become a major buzzword in marketing the past three years. Organizations have also started to use influencer marketing as a new way to promote their brand.
In a world where people turn a blind eye to billboards and pop-up ads, influencer marketing is a boom. Building genuine brand-consumer interactions is one of the best ways to mobilize brand awareness organically. And that’s probably what has thrust influencer marketing into the spotlight.
Influencer marketing is a combination of word-of-mouth marketing, celebrity endorsements, and display ads. I think I know the question that is forming in your mind right now. So, let us address them.
Finding the Right Influencers
Despite its apparent benefits, influencer marketing is a futile investment if you are not working with the right ones.
In order to recruit the right influencers, your influencer marketing goals need to be clear. Your marketing goals will determine the type of influencers you require for your campaign.
Here are some variables to consider when identifying the social media influencers for your brand.
- Is the influencer’s niche relevant to your brand?
A common mistake amongst marketers when choosing influencers is not ensuring that the influencers’ niche is relevant to their brand.
Remember, that you partner with influencers because you want your audience to know more about your brand. So, choosing the right influencer with relevant followers will help you reach the right audience to promote your brand.
- How good is your influencer at engaging audiences?
Engagement is an indicator of how interactive a blogger’s audience is with the content. Do the influencer’s followers respond, comment, and share?
The extent to which followers engage with published content and how often they return shows how significant those relationships are.
- How far is your influencer’s reach?
While this is not the most important metric, reach is certainly a valid consideration. However, marketers should resist the urge to only look at unique visitors as a measure of reach. Traffic and followers are only meaningful if the influencer is reaching your brand’s target audience.
This may sound counter-intuitive, but bloggers who have a smaller ratio of sponsored content tend to be more trustworthy and authentic.
Compelling, engaging stories that include genuine use or mention of a product, service, or brand get more shares and comments than deals and product reviews.
If these updates excite you and you are wanting to learn more about who the right influencers are for your brand or industry, let our team of experts help you today!