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.