Does Your Brand Need an Influencer?
In a recent blog post, we mentioned influencer marketing and how it should be a key part of your social media marketing campaign in 2017. According to Forbes, a survey showed that 84% of marketers plan on executing at least one influencer marketing campaign during the next 12 months. This is a good indication that influencer marketing does and will continue to have a big impact on your social media marketing plan. As consumers continue to use social media as the #1 source of information, they look to their favorite influencers for advice, recommendations, and entertainment. But how does one find the right influencer for their brand? Here are some tips:
Who Is Your Target Audience?
Think about your brand’s demographics and not just who they are, but their attitudes, aspirations, social standings, etc. These small details will help you get the best influencer for your brand. When we work with our clients we help them develop a buyer persona. We name him/her and list everything about his/her background and what makes him/her an ideal target.
Get Specific When Conducting Searchers
Any top influencer you find may be good to get your brand out there, but being specific about your influencers and making sure they align with your brand is just as important. You should also make sure their followers are engaging with the content by calculating their engagement rate on their posts (number of likes + comments divided by total number of followers x 100). A 2% engagement rate is ideal.
Don’t Forget About Micro-influencers
Micro-influencers may not have as many followers as big influencers. They range from 1000-100,000 followers. But, they tend to have very engaged and loyal fan base that trust them. Often this is the more affordable avenue to go down.
Review and Connect
It’s one thing to find the influencer you’d like to promote your brand; the next step would be to build a relationship with them. Start commenting on their photographs, asking questions, etc. Be genuine and show your support. Aside from reaching out to influencers yourself there are influencer management agencies like DBA or Socialyte that can help you get your foot in the door.
Brands are finding that they generate more awareness working with an influencer over a celebrity because they have such a dedicated fan base and can sometimes get more eyes on content. People see their favorite influencers as a friend, more attainable than a celebrity. Is your brand ready for an influencer?