So you want to execute a social influencer campaign for your brand? Kudos for venturing into the exciting world of influencer marketing! But where to start? How does a brand find the right influencers to amplify the brand’s messaging into the world wide web?
There are three key things to consider when identifying the right influencers to help market your product or service.
With 84 percent of marketers already including influencer marketing in their strategy in 2015, influencer marketing is sure to be used more widely in the coming year. The first thing to question is how an influencer campaign can help compliment the already existing marketing strategy. Influencer marketing is most successful when integrated into the overall marketing strategy.
Say a national campaign for a new product is launching and all traditional forms of media are taken care of. How can a brand reach consumers on a more granular level; consumer to consumer? Enter: Influencer marketing.
Marketers will want to utilize the power of social media to help generate brand awareness and amplify messaging about the new product. Each influencer has an engaged group of followers; whether on their blog post or various social media channels, and by creating sponsored content for the brand, that message is amplified to thousands of readers through storytelling, tutorials, and vivid imagery.
Influencer marketing is all about reaching out to your consumers. If 92% of consumers will trust a recommendation from other people, even if they don’t know them over brand content then it’s imperative that the right influencers are selected to reach the right kind of people.
What is the demographic target for the brand or service? By identifying that demographic, it helps filter through the wide range of influencers that are out there. For example, when promoting a food product geared towards younger children, the right type of blogger to reach would be bloggers that write about parenting. An influencer that writes about parenting will have followers that are interested in parenting. Those followers are the decision makers when grocery shopping for the week.
The influencers that are selected for a brand’s campaign should already be fans of the brand/service before participating in the campaign. Authenticity in content is the key to an influencer’s popularity. It is important that brands link themselves with influencers who are also brand believers, because their fans will know if they’re not being straight with them.
Influencers have a brand on their own and they need to stay true to their own voice especially when it comes to sponsored content. Ensuring that the influencer is already a fan of the brand or service will help the content come across as genuine and readers will not feel as though the influencer is pushing product on them. Having existing brand advocates create content saves the integrity of both the influencer and the brand.