Influencer marketing Write For Us Influencer marketing is a tried and true way to expand your audience and reach the right people. At least, it is if you work with the right influencers. But how do you find the people who know their audience and know how to connect with yours? Those who will strategically plan their communications to make the most of their shared partnerships?
According to the Entrepreneur portal, spend time looking at them to understand what they offer and how they fit your brand. Consider asking these questions when evaluating an influence partnership.
1. Are they relevant to your audience?
When influencers talk online, who are they talking to? The influencers you choose should be a good fit for your audience and align with the interests of your ideal buyers.
For example, if you offer a productivity app, you must identify the buyers most likely to use it. Are they single digital nomads working to keep up with a remote job while traveling? Or are they working parents managing a household schedule?
Once you know who you’re selling to, you can choose your influencers based on the audiences they appeal to. Any influencers you consider should understand the demographics of their own audiences, what appeals to them, and what works.
2. Are they credible?
If you’re working with an influencer, you need to understand if they consider themselves an expert in their space or industry.
Micro-influencers stand out because they tend to focus on niches and, most importantly, have created virtual communities within specific verticals and areas of passion. This means they build strong ties within their chosen communities, curating content, encouraging engagement, and commenting on other relevant posts.
Having a million followers is less critical to credibility than having a small group of loyal followers who view the influencer as a trusted source of information and a credible voice worth their time and social media interactions.
Many social media users can build a large following; some may even resort to fraudulent practices such as buying followers to boost their credentials. That’s where an influencer marketing platform can help you find the people who fit your profile and have the genuinely engaged fan base you need to further your brand promotion.
3. What kind of content are you producing?
Just as you need to understand what your audience is like, you also need to know where they are going. What social platforms do they prefer, and what content do they like to eat the most? If you’re selling a kitchen appliance, for example, and your ideal customer is a home cook who loves to watch video tutorials, consider where they might get their inspiration. YouTube is a natural fit, and depending on the demographic you’re trying to reach, TikTok could be a great way to raise awareness among a younger audience of chefs and foodies.
It is also evident that the content must be well thought out and elaborated. Pay attention to the influencer’s personal posts versus their #ad or #sponsored posts. Is the level of quality what you would expect? Can they promote products in a way that is easy on the eye and doesn’t scream sales? Are they compelling to watch, listen to, and likely to hold your audience’s attention?
4. What are your metrics?
An influencer can create beautiful content, but who sees it?
To create a relationship of mutual value, you need to understand the influencer’s metrics and their success in creating content that engages the audience.
Key metrics are engagement rate, reach, post frequency, comment/like ratio, and follow/follow ratio.
Measuring the engagement rate is crucial because it tells you how engaged the influencer’s audience is with the posted content. It accurately indicates how much the influencer’s community posts resonate and how engaged and attentive they are. Engagement rates vary by social network and content niche, but today, given all the algorithm updates, a 2 percent rate is considered suitable for most platforms.
Most influencers should be able to intelligently read their reach and engagement rates, and influencer platforms provide this data as part of their service, so you don’t have to calculate it manually.
5. How do they align with your brand?
An influencer can check all the boxes on the right above. They can be on the right platform, talking to the right people and getting them involved.
Does that mean they are right for you? You must consider personality and fit to decide which is the right influencer.
For example, if your brand has a beach-casual vibe, you may not need an influencer whose account features a perfect table setting, even if they’re reaching the same demographic of wealthy, urban women. Consider the brand values you are promoting and the differentiators that set you apart from other companies.
The influencers you choose need to fit perfectly into that Venn diagram. Again, micro-influencers can provide that space ideally because you can find someone who closely aligns and resonates strongly with the people who want to buy your products and endorse your brand the most.
When planning conversations with influencers, speak up and be transparent about your needs and goals for each campaign or collaboration. An intelligent influencer should have the same mindset.
What types of influencers are there?
Before I show you how to run an influencer marketing campaign, we think you should be aware of the different types of influencers out there, as not all of them need to be a good
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