How To Choose an Influencer to Promote Your Product or Service
If you’re looking to get your product or service in front of a larger audience, then influencer marketing is the way to go! Statistics show that 49% of consumers depend on influencer recommendations, and 40% have purchased something after seeing it on Twitter, YouTube, or Instagram. In addition, businesses are reported to earn $5.78 for each dollar spent on influencers, with some seeing as much as $18! In this blog post, we’ll share some tips on how to get started with choosing influencers to promote your product or service. Stay tuned!
Who Is Considered an Influencer?
An influencer has influence or the power to affect the buying decisions of others because they have established themselves as an authority or opinion leader within their field and that their endorsements can carry weight with your target consumers.
The influencer may be a celebrity, a social media personality, a respected expert, or someone with a large following on a particular platform.
Influencer marketing can be an effective way to reach new audiences and build brand awareness. When done well, it can also help to build trust and credibility. However, it is important to choose influencers carefully and ensure that they are a good fit for your brand. Otherwise, you risk alienating your target audience and damaging your reputation.
How to Choose Influencers to Promote Your Brand
- Check Your Brand or Product Mentions.
This is one of the ways to spot your future influencer marketeer. Look for your brand mentions on social media platforms using tools like Talkwalker Alerts, Brand24, Hootsuite and more. If there are mentions, consider partnering with the influencers who have mentioned your brand. However, if you don’t see any mentions of your brand, don’t worry as you can grow your brand presence over time.
- Know The Rank of The Influencer You Want to Use
Influencers are divided into four categories based on the number of followers they have. They include:
1). The Nano Influencer – These are influencers with a smaller following, mostly 1000 and below, on any social media platform. They are not professional influencers, and their content is mostly personal.
2). The Micro-Influencer – These are influencers whose following of between 1000 to 50,000 followers on any social media platform. Their advertisements focus on their area of expertise.
3). The Macro Influencer – These influencer following ranges between 50,000 and 1 million. They have vast expertise in social media due to their classic self-branding and qualitative content.
4). The Mega Influencer – These are the highest rank of influencers. On any of their social media platform, their follower count starts from 1 million and above. These are A-list celebrities who have gained massive popularity in their talents, career, and personal life. A few examples of such people include footballers like Cristiano Ronaldo, comedians like Steve Harvey, actresses like Anne Hathaway, and musicians.
Considering the best level of influencers is key for your brand and you need to establish how each of them can help you achieve your objectives.
- Check the Content of Your Potential Influencer Choice
It is crucial to be sure that your potential influencer’s content aligns with your brands products and services. Generally, the more niche the influencer, the better for you and your ROI (Return on Investment).
- Look At Existing Partnerships Being Made with Your Competitors and Industry.
When choosing an influencer to partner with, it can be useful to look at existing partnerships being made by your competitors. This will shorten your search as you will have a list of exact influencers that are being approached by brands in your industry and the types of partnerships that are being formed.
- Look At the Influencers That Your Target Audience Is Already Engaging With And Reach Out To Them.
Before you can start marketing to influencers, you must have identified your target audience. Once you know that, look at the influencers your target audience is already engaging with and reach out to them. Talk to them about working with your business and see if they’re interested in collaborating.
How to Vet the Influencer List
Once you’ve compiled a list of potential influencers, the next step is to vet their influence by answering the following questions:
1). Are their followers engaged with their content?
2). Do they have a similar audience to what you’re targeting?
3). Do their posts match your brand’s values?
4). Do their posts generate high engagement rates?
5). Which other/ similar brands have they worked with?
Once you have narrowed down the influencer(s) that you want to reach out to, make sure to estimate the revenue if your partnerships:
Estimate The Revenue That Your Influencer Investment May Bring
There is no guarantee that a marketing project with an influencer will perform well, even with a five-star rating. All marketers know that, and it is part of the risk they take. Estimating the potential outcome before blindly beginning an influencer campaign project is still good thing to do.
There are four parameters to rate your influencer on before starting your
campaign. These include establishing:
1). Your prospective influencer’s number of views on content.
2). Your influencer’s click-through rate.
3). Your conversion rates to sales.
4). Your average order value for a set period.
Once you know the average revenue that you can potentially earn from a
partnership with your influencer, you can identify the best influencers to partner
with for growing your brand and sales.
Final Take Away
How do you decide on who is the right influencer for your brand? It’s not as simple as looking at a few numbers or following the herd. You need to consider all of the factors we’ve outlined above to make an informed decision that will result in more sales and better exposure for your product. Have you tried using any of these methods to find your ideal influencer? We would love to hear about it! Share your story with us in the comments below. Thanks for reading!
