Whatever product or service you are trying to promote, there is always an influencer that fits with it and that can become your biggest boost to increase the reach of your brand. We know how useful it can be for our marketing to have an influencer try and recommend our products, but how can we ensure we choose the most appropriate influencers? We will go through 5 points you must consider before reaching out to that influencer that will become your new tool to reach your potential customers.
1- Firstly, we must define what our target audience is, who are the people we see as potential customers and we therefore want to reach through social media. Once we have done this, we must find an influencer that reaches the same audience and will therefore act as our speaker to pass on the message we want to send. Therefore, we must look at characteristics like the average age, gender, location and tastes of an influencer’s followers in order to decide whether our target audience is close enough to the followers the influencer reaches.
2- Of course the number of followers is important, but not as important as how engaged the influencer is with his or her followers. In other words, a recommendation is of no use if a lot of people see it but no one is going to actually buy it. We are looking for influencers that have a strong base of followers who listen to the messages they deliver and who will act accordingly with their advice on which brand to choose for a specific product or service. Therefore, we are looking for influencers who appear to their followers as a role model.
3- Once we have checked that the target audience is the desired one and that the influencer is sufficiently engaged with his or her followers, we must make sure the values and beliefs of the influencer are aligned with our brand’s values. For example, it would be controversial to have an influencer that promotes animal leather complements promote our vegan and sustainable products, as it would decrease our credibility and value. The image the influencer reflects will now also be part of our brand image, so we must make sure this alliance will increase our value and improve our image instead of damaging it.
4- We will also have to check whether the way in which the influencer promotes our product or service is going to be efficient, authentic and genuine. By looking at how he or she promotes other brands, we can decide whether we find that it will have the desired results. We must be looking for influencers that have a close relationship with their followers and who will be recommending our product in an honest way, like a friend would recommend it to you. This is the main advantage that influencers will give to our brand, this type of promotion will not be seen as a paid advertisement but more as a friendly recommendation with a massive repercussion.
5- Finally, we must establish a relationship with our influencer and make sure we are transmitting a positive image to them. We must always keep in mind that the more our influencer likes our brand, the more authentic the recommendations and promotions will be. Having a good relationship and establishing a bond will help us to get our message out there in the most effective and real way.
We hope these tips will help you reach the perfect influencer!
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