Influencer Marketing How To Find The Right Influencer For Your Social Media
FREE DOWNLOAD: Influencer Marketing Template
There’s nothing more powerful than an influencer in increasing interest in your brand and raising your sales.
In a study done by McKinsey in 2015, product reviews coming from these influencers have accounted to more than 65% in the purchase decisions of consumers. This means that more people are turning to established online personalities, Bloggers and Vloggers, when they want to learn more about brands and businesses.
Influencer marketing is made so much easier with my influencer marketing template that you can get for free. This will help you summarize and compile all the influencers you’d want to tap into for your campaigns and what are the next steps you’ll need to make it a success.
Ideally, the more influencers you access, the better, right? This isn’t always the smartest move. Paying for more influencers doesn’t necessarily mean that you’ll get the best results. You must be able to find the right influencers that perfectly suit your brand. There are three important criteria to maximize your reach and minimize your spending.
Number one, quality. Check if the persona or character of the influencer accurately represents what your brand stands for. You’d want to get influencers that reflect or resonate with your personality as a brand. At the same time, you should also check the quality of the content they create. Is this the type of content that your audience will associate with your brand? Quality of the influencer is about the brand fit and relevance to your target audience.
Number two, engagement. How big is their audience size? But more importantly, how engaged are they? There is such a thing as micro influencers which I have YouTube video about that you can watch here. These micro influencers have smaller but super engaged followings. We want to ensure that the number of followers reaches a high amount of people but also that their audience is engaged and eager to hear what they have to say so that it makes an impact on your campaign.
Number three, getting the most reach possible. After evaluating quantity and quality, the next step is determining unduplicated reach. The idea is to get the right mix of influencers that delivers the most unique reach possible. For most people that follow a certain category, they would follow the same type of influencers. This means that influencer A with more than 300,000 followers might have the same audience as influencer B with more than 500,000 followers. To get the most out of your budget, the best move would likely be to get influencer B. The key here is to always check for unduplicated reach. There are online tools such as Keyhole and Buzzsumo that allows you to check if there are overlaps in followers. Use these tools to get your message across to more people.
Don’t just choose influencers at random and never rely on the size of the influencer’s following in determining if you should get them for a campaign. Consider their quality, quantity, and if they will deliver the most impressions possible. And if you want more information on how you can get started with influencer marketing, you can download my free and complete guide to influencer marketing.