It shouldn’t come as a surprise that influencer marketing has become a driving force for a business’s annual revenue. Said LiveMint: “Once dubbed as an additional leg to a brand’s campaign to push engagement on social media, influencer marketing is now driving the communication strategy for many brands. And it doesn’t come cheap. Cost of campaigns featuring influencers ranges from ₹1.5 lakh (~2,000 USD) to ₹35 lakh (~50,000 USD) depending on scale, time period, volume, and popularity of the influencers.” Thus, while you begin your search of finding an ideal content creator to represent your brand, keep in mind these three factors:
1. Know Your Audience
It’s already hard enough to be on the right track and have a clear idea of who your audience should be. Thus, if you’re looking to attract more followers under a shorter time period, get to know your audience. This means having a sense of the kind of people you want to sell your product to. With your audience in mind, this is when a content creator would come in, giving you that initial first push, similar to learning how to ride a bicycle. The benefit of joining forces with an influencer is that “not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience,” says NeilPatel.
2. Where are the Influencers?
In order to find an ideal influencer for your brand, follow these three steps:
- Social Media Monitoring: Don’t be afraid to look into your comment sections to check and see who is talking about your brand proudly. “By tuning in to your social media mentions and blog posts about your brand, you will find influencers and advocates you didn’t realize you had,” notes NeilPatel.
- Research Hashtags: Follow hashtags, as they could lead you to target influencers. With target influencers, you’re able to stay up to date with relevant hashtags for your brand.
- Bloggers: “A report from Technorati shows us that 86% of influencers also operate at least one blog. One of the bonuses of targeting bloggers is that “they almost always are active across many social media platforms,” says NeilPatel. Go on their page, see what they’re about, make a list of “the contextually relevant bloggers, then it’s time to locate their SEO stats and social media information to pinpoint the ones that equal the best reach for your brand.”
3. You caught one, now what?
Now that you’ve found someone whose willing to represent your brand, here are some ways to compensate them, according to NeilPatel:
- Financially. I would proceed with caution on this one. Is a recommendation that is paid for really going to come across as sincere? However, if the passion for your brand is truly there, this could work in certain situations.
- Shout outs. Sharing a post they write about you on your social media outlets will get more traffic to their site and make them feel important. Also, something as simple as a tweet that says “Thanks for the awesome shout out, you sexy influencer,” (or something to that effect) will do wonders.
- Product discount or giveaway. Offering a discount on your service or giving them a product from your brand free of charge will really incentivize an influencer to keep talking about you.
- Commission. For influencers who are actively inserting themselves into conversations about your brand and bringing you big sales, it’s potentially a smart idea to give them some sort of commission for the clients they bring your way.
Starting a business is one thing, but finding a content creator is a whole other thing. But, we have seen the importance of influencer marketing. In 2021, things are happening at lightning speed, from TikTok finding its role within the social media world within a year to Elon Musk and Jeff Bozos fighting over the richest person in the world to Telfar being a brand that everyone drools over. The point here is to keep up. Or stay up to date. Either works, as long as you’re being as resourceful as possible.
Featured image: SearchengineJournal