Top influencers are not just content creators but also act to promote a lot of other content from other channels. Influencer marketing is known to augment ROI for businesses obtained by traditional digital marketing. Finding the right influencer for your brand occupies an important place in your digital strategy because of the incredible shift in belief in influencer ambassadorships.
Below we provide few tips to find influencers that are a fit with your business and can help improve your business returns:
Follow influencers: Following influencers allows you to obtain content on the same level as a potential consumer. It also gives marketers an opportunity to get content from potential partners and verify if it aligns with your brand personality. If you regularly study influencer activity, you can learn if the influencer’s tone aligns with your brand voice and if the content is as per the quality you require.
It is also important to study the influencer’s saturation rate of sponsored content to unpaid content. Another benefit of following influencers is the opportunity to see influencers your competitors follow and how they use their impact on their business. Due to the rising competition, it is now more important than ever to keep a close watch on which influencers to reach out to so as to help your business.
Focus on more than just the number of followers: A number of agencies/services provide the privilege of buying followers for social media profiles and, hence, the number of followers does not seem to be a reliable parameter to rate popularity and following of an influencer. Marketers need to look more objectively to understand the following and engagement rates of an influencer before working with them. It is fairly easy to spot fake accounts since these look suspicious and have a limited number of comments on their posts.
Check your DMs: Many new influencers reach out to brands via direct messages to collaborate and brands should pay attention to these micro-influencers as they can become passionate ambassadors for your brand. While it is still crucial to check their accounts for fake followers and quality content, at times smaller influencers can become the most beneficial and lasting promoters for a brand.
Define a budget: Influencer marketing is no longer a free advertising option. Marketers still expect influencers to promote their products or services on their platforms without any monetary inclusions, however, this is no longer working for both parties. Paying influencers can help your brand as you will have more say in their final content deliverables and encourage long-term mutually beneficial partnerships. Though there is no industry standard for influencer pay, one can use the Influencer Marketing Hub to estimate post costs, engagement rate and ROI. However, it is also essential to outline a clear budget so that influencer marketing is also affordable for your business.
Influencer marketing is now one of the most successful online marketing methods and it is an important decision to find the right influencer for your business so as to benefit the business and profits positively. Follow the above steps to get the best influencers suitable for your content marketing strategy.