At its best, influencer marketing can be a successful way to get your brand in front of your target audience by leveraging the fanbase of popular online figures. Unfortunately, many brands go about things in the wrong way and target influencers who aren’t best placed to help them to get results.
What is Influencer Marketing?
In a nutshell, influencer marketing involves getting key people to talk about your brand in a very positive light so that their audience will feel compelled to check you out.
Why Influencer Marketing Works
Word of mouth is a powerful marketing tool and consumers will often trust this over advertising or promotion that comes directly from a brand. Influencers are usually seen by their audience as a trusted “friend” and they will often lap up their recommendations based on this loyalty.
Studies have indicated that influencer marketing is actually twice as effective and more likely to result in repeat custom. This isn’t too surprising given that influencer marketing is all about leveraging the audience of a personality or authority figure that your target audience trusts and is likely to listen to advice from.
There are other benefits too, especially from an SEO viewpoint. Posts from your brand’s influencers count as user generated content so they can really help to ramp up your SEO.
How to Pick a Good Influencer
Influencers tend to be very active and prominent on social media and digital media in general but are not necessarily celebrities or household names. This is where many brands make mistakes with influencer marketing and are effectively just paying to be promoted, rather than having a clear strategy in place to drive targeted leads.
It’s not all about popularity, and this is where many brands go wrong with influencer marketing. It might sound good to be talked about by celebrities and online personalities with millions of fans but if there is no crossover with your respective audiences, it’s very unlikely to get the results that you’re hoping for.
You’re much better off looking for influencers that have strong links to your brand’s niche and your target audience, rather than being hung up on the size of a potential influencer’s fanbase.
A good starting point is to look at blogs and social media accounts that your target audience might follow. This will help you to find influencers whose audience are likely to also have a natural interest in your brand as you have strong common ground. A wide reach is obviously good but it’s not the most important factor when it comes to choosing which influencers to work with.
Hashtags and Google Alerts can also help you to find conversations that are happening online within your brand’s niche.