IN THIS BLOG
IN THIS BLOG
- Why is it important to Find the Right Influencer?
- Types of Influencer
- Steps to Find the Right Influencer for your Business
- Outline the objective & goals of your campaign
- Find the right Influencer
- Decide on your budget
- Discover influencers by researching reverse competitor backlinks
- Find Brand Ambassador
- Ask audience for recommendations
- Vet your Influencers
- Conclusion
Influencer marketing continues to be an excellent way for a brand to make sales. However, a successful influencer marketing campaign depends on the person or people you collaborate with.
Finding the right person who can influence purchase decisions is often challenging.
Why is it Important to Find the Right Influencer?
The emergence of social media has revolutionized the marketing landscape, causing brands to move away from relying solely on celebrities. This shift is primarily driven by the fact that consumers tend to place greater trust in individuals who are less famous.
To effectively leverage influencers’ power, finding the right match is crucial. While a suitable influencer should have a substantial following, it is equally important that their audience aligns with your brand’s values and content, ensuring a genuine connection. Engaging with authentic influencers becomes imperative as they become ambassadors for your brand, as it safeguards your brand’s reputation and prevents financial losses.
Types of Influencers
Mega influencers
They are evident on social media platforms due to their celebrity status. They maintain a strong presence on various social platforms where their audience is active, resulting in substantial engagement. This factor makes them appealing to brands seeking to utilize influencer marketing but also contributes to their notably high costs.
Macro Influencers
They have a following count that ranges from 500,000 to 1 million. This includes celebrities, TV personalities, athletes, and influential thinkers. They can attract followers through their established reputation, and although their fees are substantial, they are less expensive than mega-influencers.
Although brands can reach a substantial audience through macro-influencers, they may need to achieve the desired level of engagement in terms of the ratio between followers and engagement.
Mid-Tier Influencers
They typically have a following of 50k and 500k followers. These influencers provide brands with extensive reach and a slightly higher engagement level than macro- or mega-influencers. Their content maintains a polished appearance without being detached from reality, contributing to authenticity and familiarity in every post.
Micro-Influencers
Although micro-influencers possess a significantly smaller follower count than mega-influencers, brands generally perceive them as more impactful regarding engagement and trust.
This is primarily due to the close bond micro-influencers establish with their followers and their tendency to focus on specific niches. Consumers are more inclined to purchase a product recommended by a micro-influencer.
Nano Influencer
Among all types of influencers, nano-influencers exhibit the most elevated level of engagement. Their content is characterized by hyper-authenticity and personalized appeal to cater directly to their audience.
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6 Steps to Find the Right Influencer for Your Business
Follow these six steps whenever looking for an influencer for any campaign:
1. Outline the objective and goals of your campaign
Choose your influencer according to your goals and type of marketing campaign. Some examples of marketing campaigns include promoting a sale, building your brand, or a product launch
Your goals include getting more impressions, website visits, lead generation, app installs, etc. Defining your goals is crucial because you will want to measure the marketing campaign’s performance later.
Once you have defined these, you should also consider where you want to run your marketing campaign before researching the best influencer.
2. Find the right influencers
When selecting an influencer for your business, it is essential to understand that the individual has influence over customers’ buying decisions. It is crucial to be precise about the products or services being considered and the specific segment of the target audience. Influencers could be people with very little visibility in the grand scheme but huge visibility in the niche the business is trying to reach.
Once you start your search for influencers, you will want to look for the following characteristics:
- Knowledge of the product/service and have a genuine interest in it, being an expert and opinion leader in their field,
- Having a grasp of marketing principles and displaying an interest in engaging in commercial collaborations.
- Possessing the appropriate target audience that aligns with the business’s objectives.
- Having expertise in creating appropriate content and possessing proficient editing skills, which encompass various mediums such as photos, stories, videos, and social media posts.
- Possessing a sufficient number of dedicated followers on the relevant social media platforms.
- Having strong collaborative abilities and recognizing the importance of their contributions.
3. Decide on your budget
Several factors will affect your budget, including:
- The type of influencer you plan to collaborate with (these include celebrities, mega, macro, micro, and nano)
- How many influencers will you need?
- Your niche
- Targeted platforms
For most campaigns, you should calculate potential conversions from the marketing campaign to work out the budget. For example, if you work with an influencer getting 100,000 unique monthly views, you must estimate the number of people that will see the post and the number of those that will convert.
A conservative figure is to estimate that 1% will see the post, therefore 1,000 people. Of those, it’s best to assume that 1% will convert, i.e., ten people. Of course, once you have worked with an influencer a few times, you will have a clearer picture of how their followers convert.
Note: Calculating ROI for influencer marketing campaigns based on brand awareness is difficult.
4. Discover influencers by researching reverse competitor backlinks
Examine the backlinks leading to your competitors’ signup pages or homepages to assess various individuals’ influence. Analyzing these connections will enable you to identify the most promising influencers for your marketing campaign. Utilize multiple tools to generate a total backlinks report and configure alerts for new backlinks, ensuring you stay updated.
5. Find brand ambassadors
Engaging with brand ambassadors can significantly enhance the success of your product or service, surpassing the impact of working with mere influencers. Brand ambassadors possess firsthand experience and genuine appreciation for your offering, enabling them to promote it authentically. Moreover, identifying brand ambassadors is often straightforward, as they frequently contact your company through social media or email.
Nonetheless, adopting a proactive stance involves monitoring social media, reviews, and various media platforms to identify individuals who express positive sentiments toward your product. Please keep a record of such individuals and proactively approach them when planning a campaign.
6. Ask audiences for recommendations
Expanding on asking audiences for recommendations to find influencers, you can actively engage with your social media followers and email subscribers to gather their opinions and preferences regarding potential influencer partnerships. By directly reaching out to your audience, you tap into their valuable insights and leverage their knowledge of the influencers they admire and trust.
Here are some strategies to implement:
- Social media polls: Conduct polls on platforms such as Instagram, Twitter, or Facebook to allow your followers to vote for their favorite influencers or suggest new ones. Please encourage them to share their reasons for choosing a particular influencer, which can provide you with valuable context and feedback.
- Comment sections and discussions: Initiate conversations on social media posts or blog articles and encourage your audience to share their favorite influencers in the comments. Create a space for open dialogue where they can discuss their experiences with specific influencers and provide recommendations.
- Email surveys: Send out surveys or questionnaires to your email subscribers, asking for their preferred influencers and their reasons behind those choices. Provide clear options or an open-ended question format to gather detailed responses.
Vet your influencers
Before initiating your influencer outreach, thoroughly evaluating the individuals on your list is advisable. Examine critical metrics such as their engagement rate, quality of engagement, and average growth rate specifically within your niche.
After ensuring their metrics meet your standards, assess their past sponsorships and determine if their values align with your brand. It is preferable to refrain from collaborating if there is a lack of correspondence, as it can impact your brand’s reputation.
Bold Solutionz Simplifies Your Search for Finding the Right Influencers
At Bold Solutionz, our team is fully equipped and prepared to assist you in identifying the perfect influencer for your business. We understand the significance of influencer marketing in today’s digital landscape and are committed to finding the ideal match that aligns with your brand values and objectives. Trust our team at Bold Solutionz to navigate the complex world of influencer marketing and deliver exceptional results for your business.
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