When it comes to influencer marketing, influencers are a means to an end: followers! Great content won’t help your brand if your audience never sees it. It’s all about finding the right audiences and having them commune around the content your brand generates – ultimately deepening their relationship with and affinity for your products.
Below are six key steps to help you find the right influencers, drawn from StatePoint Media’s free eBook: “5 Step Guide to Creating a Successful Influencer Marketing Program.”
Establish Criteria for Your Target Influencers:
What does your perfect influencer look like? You will want to look for things like high social clout, credibility, a certain number of followers, high engagement rates, etc. You want to find leaders who can influence others and generate spirited interactions among their followers.
Compile Your List of Target Influencers:
Now you to need to locate influencers. There are a lot of ways to go about this: you can find influencers yourself by searching the web for blogs that focus on your topic and then compiling a list of those blogger contacts. Or you can search social media networks like Facebook and Twitter. Or, you can save time by using a third party influencer marketing service that already has compiled lists of vetted bloggers and influencers by topic. This will allow you to quickly generate guaranteed social engagements.
Review Influencer Blogs:
Before adding an influencer to your target list, be sure to visit his or her blog to confirm that it features frequent posts about your topic. Read the posts to make sure the tone and content connects to your goals.
Scour Their Social Media Accounts:
Make sure the influencer is posting often enough on social media, as well as a blog. You will want to review several months’ worth of posts to make sure the content focuses on topics that you are looking to promote. Make sure the influencer’s voice fits the tone of your brand. And do the posts generate enough social interactions, the “likes, shares, comments” etc.?
Scrutinize Their Social Media Followers:
After you look through the influencers’ blogs and social media accounts, you should also vet their followers for geographic location, demographics, and tone and quality of comments. For example, if your brand only is available in the United States, don’t target an influencer whose followers primarily live overseas. And review follower comments to see if they are respectful and substantive, demonstrating deep engagement with posts.
Repeat, Repeat, Repeat:
Remember: You need to build networks of influencers in different topical areas. Most brand messages and outreach can be targeted at influencers in different topical niches.
What it all comes down to is matching the right brand with the right content, the right influencers and the right followers. The goal is to get your information into targeted hands in a way that virally builds upon itself to generate engagements with both existing and potential customers.
To learn more, download StatePoint’s free eBook, “5 Step Guide to Creating a Successful Influencer Marketing Program.”
Image credit: Rassco – Fotolia
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