The idea behind influencer marketing is not a new concept. People have always looked to their friends and people they respect for recommendations. In the digital age this has broadened to people looking to their favorite blogger or social media personality to see what they recommend. People look to those they trust for advice on products services content etc. The broad online landscape gives you the ability to connect directly with the people who are influencing these decisions and in turn to influence their followers.
The key is choosing the right influencer for your market. The concept behind influencer marketing might be simple but reaching out and building relationships with influencers takes time and effort. So first make sure you are targeting the right market.
Ask yourself these questions:
- Who am I trying to reach?
- What product or service do I want them to learn about?
- What is the desired outcome?
The answers to these questions will give you an idea of the best type of influencer for your business. You should choose influencers based on their ability to move your target audience to action.
Know Your Customer
To know what influencers you should pursue you need to know who your customers are listening to. Search around in your industry. Follow the popular blogs or channels. Become active by commenting contributing to forums and joining social media groups. Get to know your audience and establish a presence in the community. You will start to see whose names come up frequently in your field. The best influencers have high engagement levels; they have a lot of positive comments and likes; and their blogs and social media accounts have large followings. Make a wish-list of influencers. You probably won’t get everyone on your list but it will help you focus your efforts.
When you contact influencers you would like to use start slowly. Engage by following them commenting on their posts and sharing their blogs or posts. You can make positive contact with them by featuring them on your own blog or social media pages. Most of the influencers you’ll pursue are not big-time celebrities: they’re run-of-the-mill people who are going to respond positively to you boosting their visibility by sharing their content and connecting with them. Give them your pitch after you’ve taken the time to develop a relationship.
The concept of influencer marketing is straightforward. The execution is where it can become difficult and time-consuming. But it’s well worth the effort for the huge payoff that influencer marketing can offer your business.
If you’re not confident starting your own influencer marketing campaign consider using an experienced marketing team. Contact excelerate Digital.