As we all know, traditional marketing doesn’t work as good as it used to in the past. The world we live in is constantly changing and so is marketing. It all began with Tv, radio, newspapers, Billboard adds… and now, Social Media adds. Not only does Social Media marketing cost mostly less than traditional marketing but it is also accessible to everyone. One of the biggest marketing trend right now and in the past few years has been Influencers. They are people that have a large number of followers on any social media platform and can promote your products to their audience. It is not free, of course, but it’s a great way to get your business known all over the world. In this blog, I will give you 5 tips to help you choose the right Influencer to promote your brand.
Step 1, Know your target audience
First of all, you need to know in depth who is your target audience. You need to vizualise in your head your customer being in front of you. Who is he? What does he look like? What does he like?…
I did an exercise 2 years ago in one of my business classes. We had to draw on a piece of paper our customer. We also had to write his job, his personality, what he did in his free time and we even had to give him a name. That is exactly what you need to do. Make him alive. I know that at the end, your customer might not even be what you have visualized. The thing is, it’s way easier after to target the kind of person that would buy your products.
It is important to not skip this step because if you don’t fully know who is your target audience, you might choose the wrong Influencer. If their followers isn’t interested in the product they see, they won’t go any further and all your work, time and money will be gone in a second.
Step 2, Do your research based on your target audience
Before making any research online you need to choose the right Social Media platform based on your target audience. Are they more present on Instagram, YouTube, Facebook, TikTok or any other platform? To be able to get their attention, you need to make sure that they use the platform you will be using to promote your brand.
After finding the right Social platform, it’s time to do your research. The hardest thing for sure is to find Influencers that have the same universe as your brand. Since those platforms are full of completely different Influencers, it’s easy to get lost. Are they making fitness videos? Taking fashion pictures? Making funny content? It’s very important to take a look at their content because you don’t want to promote your dog products if the Influencers make fitness videos in example. At the end of the day, his audience follow this account to get fitness content and not dog content.
That is also why you need to use hashtags while doing your research. If your brands sell trendy clothes in example, you can search up #TrendyOutfits or #Fashion. After that, you can look at the Instagram accounts with a lot of followers that are using that hashtag. To increase the numbers of profiles that has the same universe as you, you can also take a look at the recommended accounts. It can be useful since it recommends the same kind of profiles as the ones you’re currently looking at.
When you finally found some Influencers that would be a great match, you need to make sure that their followers are your target audience. Are their followers mostly women or men? What are their age range? You don’t want to promote your mini-skirts business to 40 years old men in example. This would be completely useless. You also need to verify them with the exercise in Step 1. Are they like what you have visualized? Do they like what you thought they would like? Simple questions like that can help you to make sure they would be interested in knowing more about your business and maybe even buy your products.
Step 3, Take a look at their other brand’s promotions
When you finally chose a few Influencers that would probably be a good match with your brand, you need to know how they promote. That’s why you need to take a look at the promotions they did with other brands. If it is a video, does it sounds pretty natural or does it sounds totally staged. Do they look like they are repeating a text? These little details are important because if it looks too much staged, their followers might not trust them. If they don’t trust the product, they won’t buy the product. There is a lot of Influencers that promote a product but didn’t even try it in the first place. So, for myself, if I see one that promotes a product but it looks too staged, I won’t even look any further. The reason for that is because I don’t trust this will either work or because it is not worth my money.
If you are not sure about the way they promote other brand’s products, you can always look at their follower’s response. Do they comment “Is it fake?” or do they comment “I will try it for sure”? This could be a great way to know what their followers will respond when they will be promoting your brand as well.
If the Influencers already made promotions with your competitors it’s even better. In that case you already know that their audience would probably be interested. On the other hand, you still need to make sure their follower’s respond to it is positive. It’s also a great opportunity to show them that your products are even better than your competitors.
Step 4, Make sure the Influencer has the same values as your brand
The next step is to make sure that their values are the same or at least similar to your business values. In other words, you need to have matching values. If you have an eco-friendly business, in example, you can’t choose an Influencer that will post about how fast fashion is good because it is cheap.
You also need to know if they support causes, if so, what are they? You don’t want them to promote your real fur coats business if they support animal causes publicly. The chances are, their audience will probably support the same causes as them.
Are they respectful to everyone or do they make fun of people on their Twitter account? They are all small details that you need to know before working with an Influencer. The reason is because you don’t want your brand to be associated with someone that will give you a bad reputation at the end of the day.
Step 5, Reach out to them
The last step to do is reach out to them. Don’t forget that at this point, it is important to have a few Influencers in mind in case your first-choice charge too high for your marketing budget.
Before closing the deal, you need to ask them a few questions:
- “How much do you charge to promote a brand?”
- “What would the content be for this price?”
- “How many views your post, videos or stories gets?”
If you’re confident enough, you can already come up with a deal including the price and what content you would expect from them.
You also need to tell them what’s in the deal for them as well. At the end of the day, it’s an exchange of services. How many free products will you send them with the deal? Will you give them an extra gift card? Will you give them a promo code for their followers to use?
The deal also needs to look good for them to accept it. Some Influencers have a lot of brands that wants to work with them so you need to make sure that you’re different from the others. They need to know that they should work with you and not with any other brand. You need to show them that this deal will be better than any other ones they will get. The thing to remember is that at this point, it’s important to build trust with them from the beginning. You might even be lucky and get the chance to work with the same Influencer again.
The Influencer’s world might be scary or confusing at first but when you find the right one for your brand, it brings you a lot of positive opportunities. It also helps you to get your brand known internationally in the comfort of your house or at your office.
Would have you considered working with an Influencer before?
Don’t know how to choose the right Influencer to promote your brand? Don’t worry this blog will help you. https://bit.ly/36j5nE3
Having difficulties to find the right Influencer to promote your brand? We all know it can be long and difficult to find the right one since there is thousands of profiles with a large number of followers. This blog will help you find the right Influencer for your brand and connect the right way with him. https://bit.ly/36j5nE3
Sideqik Marketing, How to Find the Right Influencer for Your Brand, https://www.sideqik.com/influencer-marketing/how-to-find-the-right-influencer
Terilyn Walker, February 20th 2020, 6 tips for identifying influencers in 2020, https://www.aspireiq.com/blog/tips-for-identifying-the-right-influencers?utm_campaign=finding_influencers_blog&utm_medium=social&utm_source=facebook
Leslie Ho, October 31st 2019, 9 Factors to Consider to Pick the Right Instagram Influencer for Your Brand, https://influencermarketinghub.com/pick-the-right-instagram-influencer/
Heryati R, 190 Brilliant Examples of Company Values, https://inside.6q.io/190-examples-of-company-values/