If you want good results (conversion and sales) based on your goals, then you need to know how to choose an influencer who will contribute towards your business goals by carrying out inbound marketing for your business. Influencer marketing is one of the ways you can get the word out about your business’ products or services to the targetted audience you want for your business. However, not all influencers will get you the result you desire. Influencer marketing is good but it can be a bed of thorns for your small business if you don’t select the right type of influencer for your business.
What Is Influencer Marketing?
Influencer marketing is a type of digital marketing that focuses on using industry/thought leaders to drive your brand’s message. It is a type of indirect marketing to your target audience. It is common for small businesses to hire influencers to spread the word about their products or services. This type of marketing is not new. However, it is getting more recognition nowadays because customers want an influencer they can trust.
What makes influencer marketing so unique today is the power of social media sites like Twitter, Instagram, and Snapchat. These social networks give the customer a chance to connect directly with the individual. These are the best place to choose an influencer for your marketing purposes. Influencer marketing activates word-of-mouth marketing and you need influencers who can do this effectively.
How to Choose an Influencer for Your Business Campaigns
Before choosing an influencer, you must do the following;
1. Identify the audience that you want to target
If you want to market a health product, there is no need to spend loads of money partnering with just any influencer. You need to look out for influencers in the health niche. Be sure of the audience you want to target. You have a product/service you want to promote, identify the target audience that fits with your product/service.
2. Select the platform you want to use
There are many social platforms you can choose from – Influencer website, Facebook, Twitter, YouTube, Instagram, Snapchat and a host of others. To do this, you need to know where your business campaigns will get more results. Not all social platforms are created equal. So you need to figure out which one (or two or three) platform you really want.
3. Identify influencers in your niche and in your chosen platform
Do a business search for influencers on the platform you chose based on how they align with your brand’s mission and values. Do preliminary research by following them on the social media platform. Monitor what they do and how do they interact with their fans/followers. One of the best ways to tell if their influence is true is to browse through the ways their readers are engaging via comments, shares, or likes. Steer clear of influencers garnering lots of negative engagement. It shouldn’t take you many days to find out if this is the right influencer you want to choose.
4. Contact the influencer(s)
When you’re comfortable with the influencer(s), you should contact them. Most of them are open for business and have an easy way through which you can contact them. You can find their email addresses or contact phone numbers. Or better still, you can do a search on influencer marketing platforms like Webfluential, TapInfluence etc where you can easily contact influencers.
5. Evaluate metrics
Ask the influencer(s) for their metrics – demographic, reach, price, mode of operation and all the information that will help with your promotion. This would help you determine your cost and your intended returns. Also, set up a system to monitor the success of your partnership. Track your analytics and sales to determine which ones are coming to you via the influencer. If you’re not getting results you want, don’t dissolve the business partnership immediately. Give your influencer some time to do some more promotions for you.
These are the 5 ways I think you should follow to choose an influencer that will get you positive results. Choosing the wrong influencer can lead to a financial loss and negative responses for your brand. So, you need to be careful with selecting/choosing an influencer for your business. These 5 ways are not everything, there would be more side to your choosing. In all, make sure you focus on what will be beneficial for your business while ensuring the benefit for the influencer marketer and the intended customers.
To the best of my knowledge, this will be helpful. But sir, do you suggest this type for those coming into online marketing newly? Just want to hear your thought.
Hi Laide,
Yes, I would suggest this type of marketing to those who are just getting started in online marketing. This is because their potential clients are on social networks and they need someone with influence on the social networks to help them get the word out about their products/services. Though it may be expensive but if done right based on what’s writing in this article, the returns from this type of marketing will be huge.
I’ll also advise that other type of marketing should be used too.
Thank You. I hope to learn more about this form of marketing especially where to choose and choose rightly here in Nigeria
You’re welcome.
The article/post above shows clearly where to choose and how to choose rightly. Kindly read (re-read) and apply.
I’ve written some posts about this. You could search for the keyword “influencer marketing” to see more. I’ll also be writing more on this. You could register to get updates when new posts are published.
Hi Adesoji,
Every company wants to increase its sales and turnover. Now, the advertisement and promotional strategy have changed drastically.
Hiring an influencer could drive more leads than any other marketing strategy. Many companies have increased their sales to multiple times by this strategy and some of them even wasted money through this campaign.
There are several factors that decide the success of choosing right influencer and you have outlined some of the major points in your post. Your guide about choosing a niche influencer is worth noticing.
Thanks for posting this wonderful guide.
With regards,
Saurav
Thank you Saurav!
Marketing strategies keep changing and it’s good for companies/brands to make the best of any of the strategies.
As I see, selection of a platform is vital. Most of the people select the wrong platform. Some platforms are really helpful for certain products but may not helpful for some other products. Therefore, selection of platform after a though research is vital.