Influencer marketing is not a new activity to undertake. It is a new way to undertake your activities. It has been a hot topic on every marketing conference for the past few years, but that doesn’t automatically mean that you should do it too. However, if you do decide that is has value for your business, here are some tips that will help you select the right influencer.
Before starting to select influencers, you first need to determine who you’re trying to reach. In other words, who is the target audience you want to be focussing on? If the audience of an influencer has no interest in what your brand has to offer, it’s useless to collaborate with him/her. Find the same DNA in an influencer and not only look at the amount of followers they have.
ROI stands for Return On Investment. It means that you calculate in advance how much money/value you’re going to get out of a collaboration with an influencer. This way, you can compare that to the cost of the influencer. This gives you an estimation of how much profit you’re going to make with influencer marketing.
We can’t emphasise this enough! Know what an influencer has done in the past. Did he cooperate with other brands? Maybe a competitor or a brand which we don’t want to be associated with? How is his reputation? These are just some of the questions you need to ask yourself. Take time to analyze them.
No point in launching a campaign without a goal in mind. Your goal might be to push sales, increase brand awareness or enlarge your community. Know what you want to get out of it before doing influencer marketing. Along with this goal, you can select the channels you want to focus on and where your target audience is active on.
There are some great tools out there to help you find influencers. Socialbrands, Buzzooka, Influo, just to name a few. We personally love using Socialbrands as it is an all-in-one tool for starting a campaign, selecting influencers, choosing channels and setting up briefings.