How to choose an influencer for a marketing campaign?
Launching an influencer marketing campaign is in some ways the new technique to generate word-of-mouth around your brand. Knowing that consumers are 5 times more likely to buy a product recommended on social media, rather than traditional marketing techniques, according to a study by Sony, the choice to use the services of an influencer can be an excellent idea.
What is an influencer?
An influencer is a person who has large exposure via a personal blog and social media and who regularly posts content to its community. The influencer acts as an ambassador for one or more brands. An influencer can help you promote your brand and products and attract new customers to your physical store or online.
Here is some advice when you start to look for an influencer for your campaign. The number of followers is important, but the target audience is much more.
1- Choose an influencer consistent with your brand image
Start by identifying the target audience of your campaign. Make a list of potential influencers to represent your brand according to certain criteria (age, sex, location, passions). Every influence has its area of expertise. Thus, a beauty blogger will have no influence on cooking enthusiasts.
When you’ve made your list of potential influencers, take a look at all their publications to see if their values match those of your brand. If your influencer does not share the values of your brand, its authenticity will be questioned and this could taint your reputation.
2- Analyze the performance of previous collaborations
Research past collaborations and the involvement of the community of potential influencers. Check that they have not worked with one of your main competitors before. Also analyze the impact of their previous campaigns as well as the commitment and feedback from their community. Public participation is a good indicator for evaluating the reach of influencer messages.
3- Ensure the motivation of the influencer
Once the influencer chosen, you will be able to get in touch with him or her. Because you take the first step, you have to make sure that the motivation is mutual. Collaborate only with influencers excited about your initiative! A lack of motivation by the influencer will be felt in the way the marketing campaign is presented. It is important for the influencer to like your brand and products because you want to build a long-term relationship so that it acts as a true ambassador for your brand. You will also be able to seek his services again for a subsequent campaign, thus avoiding to repeat the research and analysis phase to find an influencer.
As you can see, the search for the ideal candidate requires real research and analysis and it is not necessarily the most popular influencer that will bring the best return on your investment.
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