How To Find The Right Influencers
Choosing an Influencer for Your Marketing Campaign Criteria
The influencer pool is far larger than the niches described above. There are other smaller niches that can be targeted for influencer marketing. Finding the ideal influencer for your area is the first step in establishing a successful campaign.
The foundation of influencer marketing is trust. The influencer you hire should have the trust of your target market. In addition, the influencer you select should be a perfect match for your brand.
Set the parameters for your selection to ensure that you discover the ideal person(s) for your campaign:
Reach
The amount of people who follow a certain influencer. You’ll need to discover a macro or mega influencer if you want to reach millions of individuals.
Relevance
The significance of an influencer to your brand should be carefully considered if you want to reach the proper demographic. This can be determined by looking at an influencer’s niche.
Resonance
Is there a good fit between an influencer and their audience? Not all influencers interact with their followers on a personal basis. Because micro and nano influencers are better at this than those with more followers, “less-is-more” works here.
Budget
You need to know how much an influencer will cost before you can ask them to work with you. Mega influencers, as expected, can cost millions of dollars to hire. You can choose a nano or micro-influencer if you have a limited budget but don’t want to miss out on the opportunity to reach more people.
Market You’re After
This is more than just looking at an influencer’s niche. You should look at their followers’ demographics to see if they fit the market you’re after. If you’re selling baby clothes and want to collaborate with a fashion influencer, you’d be better off working with a parenting influencer than someone who tweets about the current trends for teenagers or young adults.
Trust
Resonance goes hand in hand with this. An influencer can communicate and engage with their followers as much as they want, but if they don’t respond or agree with anything they say, it could indicate that they aren’t as trusted by their audience as you thought.
Saturation
The term “overexposed” is appropriate in this case. If an influencer promotes too many items or brands at once, your company may fall behind in the eyes of your target market. Find an influencer that is well-known but doesn’t say yes to every brand that comes knocking.
Finding the Right Influencers to Work With: Some Pointers
Having criteria for selecting an influencer does not guarantee that you will immediately find the correct one for your approach. In your quest for the proper people to tap for your influencer marketing approach, you’ll still need to sort out the wrong people from the right ones.
Here are a few pointers that may be useful:
Engage in influencer discovery to find influencers.
What is influencer discovery, and how does it work? It’s when you try to locate influencers using technologies that trawl the Internet for well-known persons who match your requirements. Choose from dozens of influencer finding tools to find the people you need based on their experience and content.
There are tools that can help you search across many platforms, as well as ones that are particular to social media portals. There are some solutions that are free and others that are not. When it comes to influencer discovery tools, those with filtering capabilities for reach, content kind, and engagement are your best bets.
The following are some of the tools that could be beneficial for finding influencers:
BuzzStream
BuzzStream is a research tool for influencers that allows you to not only locate influencers but also create relationships with them. If you’re planning to use bloggers as part of your influencer marketing strategy, this is an excellent tool to have on hand. You can utilise keywords related to your niche and sort them according to your influencer selection criteria to identify who you need with this tool. This same technology allows you to contact and follow up with your chosen influencers.
BuzzStream lets you manage your plan by tracking your outreach efforts and marketing performance, in addition to locating and contacting influencers. The tool is free for 14 days, but if you want to keep using it, you’ll have to pay $24 per month for the starter plan.
Buzzsumo
If you want to identify a range of influencers across several channels, this is a wonderful tool to use. Searching the web for popular content related to your subject is one approach to find the people you need. This tool can help you with that.
Buzzsumo can help you locate Twitter influencers in addition to popular content. It has a tool for this purpose. It even offers a filter that allows you to search for influencers by category. Bloggers and journalists are two examples.
While you can try Buzzsumo for free, if you want to use more features, you’ll need to subscribe. The cheapest plan is $99, and the price rises as you add more pro features.
NinjaOutreach
This is one another tool to consider for your influencer research requirements. It’s similar to BuzzStream in that it allows you to locate influential people based on their content and niche. One feature that distinguishes it from its competitors is the ability to discover influencers on both Instagram and Twitter.