Choosing the right influencers for your social media marketing campaign is the first and most important step for achieving your digital marketing objectives. Without the right influences, your brand may not be able to reap all the benefits of social media influencer marketing.
Before you set out to find influencers for your marketing campaign, you need to have a social media marketing plan in place. You need to identify the exact goal that your marketing team wants to achieve. A clearly outlined objective for your marketing campaign will make it much easier for you and the influencers to successfully execute the marketing campaign.
When you move on to find influencers, it is also important that you segment your market first before deciding who to target. Your marketing department probably has this done beforehand. Segmentation can be based on You want to first filter the ones whose interests and content aligns with the industry you operate in. For instance, if you are in the beauty industry, you would ideally want to target makeup artists or beauty gurus on social media.
After segmenting and identifying your target market, you should find out which media do the audience in your target market use for consuming content and news. For instance, if you want to target young women who buy makeup, you might want to target makeup artists on YouTube or beauty influencers on Instagram. If you have more than one market to target, you might want to identify different influencers for reaching out to each segment, depending on the social media platforms that consumers in each target market normally use.
You must then identify the kind of reach you want for your product. For targeting a smaller customer base, you would be better off targeting micro-influencers, those with a following of between 1000 and 10,000 followers. If your target is to reach a larger customer base, you should engage with influencers with a social media following of over 10000 followers. However, if you are willing and able to invest in a very large-scale campaign, you might want to target macro-influencers, i.e. those with a following of over 1 million.
Your brand should find influencers whose style and tone of posts matches with the personality of your brand and the image you are trying to portray to the audience. If you are targeting bloggers, start out by finding the most popular blogs in your niche. You can do this simply by searching Google with a keyword, topic or phrase relevant to your desired content. Then, filter out those whose blogs are written in a style that is consistent with your brand’s identity.
Rather than directly reaching out to influencers randomly messaging them or pursuing them aggressively in a way that could be off-putting, your brand would be better off using the services of an influencer marketing agency in this case. Trying to target multiple influencers individually and on different platforms is tedious, time-consuming and often yields little success. A social media marketing agency like Influencer Hub allows you to find influencers that are relevant to your brand and its niche, without the hassle of pursuing individual influencers. At Influencer Hub, you can select your relevant category and find all the influencers working in that field. You can then select the desired influencer after checking which one suits your brand’s needs and image the most.
Once you have used a well thought-out process to find influencers, the next steps of your influencer marketing campaign will now be much easier and highly likely to be beneficial for both your brand and the influencer.