Whether you're starting a new brand or developing your current business with the help of a SMMA ( Social Media Marketing Agency), you might need to consider using a growing modern affiliate tool, these are "Influencers". They are constantly helping business big and small reaching new heights & discovering new audiences. In order to choose the right Influencer for your brand, it is important to follow a few steps.
Caption: Young lady business owner thinks about the costs when hiring an influencer.
These are some considerations you have to take into account to choose the right influencer for your business:
1 - Look closely on their audience engagement as this is an optimal way to inspect their authenticity.
Apart from numbers, you should also look into data analysis to make an effective marketing plan. Once you are aware of both the strengths and weaknesses of the influencer, B2B treatment. you can find out their target market. There are many tools and DIGITAL PR both your brand and inspecting the influencer’s.
From there you will know if they are appropriate in your own marketing framework.
Caption: Influencer wearing a jumper while broadcasting.
Instagram, TIKTOK & Youtube Influencers are here to stay, bringing affiliates amidst their own lifestyle brands and you could be choosing one soon.
They are an essential part of nowadays digital marketing and social media management. There are now more than a billion users that are active on Instagram per month. People have grown so dependent with social media and online marketing campaigns. From their news, entertainment to their form of communication, these practically gave way to the birth of influencers. They exist to satisfy the existing demand of brands to be given attention in this platform.
Everything has its pros and cons and there has also been backlash with influencers. Most of which come from those who use apps and other programs to buy likes and followers. It’s been revealed that 30% of US and UK influencers do not have an organic audience and this is even higher when it comes to micro-influencers. Their audience comes from likes, comments and follows which are dummy accounts in the platform. This is why it’s vital to choose the right influencer to promote and market your brand.
Caption: SMMA agent investing on Social Listening in order to choose the right influencer.
2 - Take time to invest in Social Listening
In order to choose the best fit for your brand, you have to pick an influencer who is relevant to your product or services. You have to invest in social listening to achieve a list of these candidates. How do you do this? You take time and process which influencers are already fans and/or users of your brand. It also goes into studying who your fans are following. This can easily match you to who your brand’s target audience is in line with. Upon creating this detailed image of your social media findings, you can then look for the perfect influencer who suits these categories.
Caption: Find out how their work is done and what tools do they use to execute it., some big influencers do not seem to add enough value to a brand.
3 - Look into their Technical Skills
As of the moment, practically anyone can be an influencer. Having a good enough camera and a influencer sort of look already puts you ahead of the pack. Some may compensate having a more different look with their personality through captions or stories. These put them on top because it means they have the social skills to keep up with the attention they will be getting.
Apart from all that, you have to remember the relevance of technical skills. It’s more than likes, engagement and communication to market a brand especially when trouble arises. It’s a big bonus when they’re skilled in crisis management in their campaigns or a touch of knowledge in graphic design. These seem insignificant but are actually essential for them to maximise the platform and develop their brand.
Caption: Dive in, test waters and research. Micro Influencers can bring more value then bigger ones.
4 - Engage, Communicate Check their responses.
It’s vital to maintain a bigger perspective upon choosing an influencer. Sometimes, you think that a simple look at their page and they’re already in line and perfect for your brand. It’s actually much more than that. This is why it’s also important to reach out beforehand to these options that you have and get to know them more. You can ask about previous projects and campaigns they’ve had and the results that have come from these.
Based on their answer, you can see how they dealt with the less successful ones and if they improved from there. Meanwhile, if they’re on the newer end of the business, you can ask how they deal with problems generally. These small factors are significant in ensuring the success of the marketing strategy. At the end of the day, choosing the influencer comes out as a job interview wherein both ends require effort on their part into creating a good relationship.
To sum up:
1 - Study the Influencer's engagement metrics and other insights. Look closely on their audience engagement as this is an optimal way to inspect their authenticity.
2 - Take time to invest in Social Listening. social listening eoi digital influencer marketing.
3 - Look into their Technical Skills. .
4 - Communicate with them.
5 - Scout following and check for results! Ex: How many actually bought, how many sold! Contact Previous Brands that have worked with your candidate.
6 - It's not about quantity. It's about quality & relevancy.
Some of these modern influencers got to where they are without the help of brands. Only recently it is a requirement to have a patreon or sponsor. Thus some are very bad advertisers showing little to no care towards your brand objectives.
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