5 Steps To Find Your Ideal Online Influencer
In a time where the digital market is booming more than ever, innovative ways to reach your consumers are crucial. We live in the online age, where social media and its influence is becoming increasingly important. Looking back a decade, online advertising was only just starting to become really relevant but by now, influencer marketing has overtaken traditional forms of advertising. Recent surveys have shown just how on the rise video content and related content are. Influencers are taking over the role of friends and families, reviewing, recommending and sharing products.
But with so many influencers across the globe, which one could be the right match for you? Who will entice their followers to fall in love with your brand? And who will drive sales the best?
Because we know, it isn’t always easy, we have created a 5-step guide to help you find your perfect online influencer.
1. Create your strategy
The first step to finding the right influencer is to take a careful look at your brand and products. What audience will really buy this product? Zone in on the demographics here and be as precise as possible. To say, generally, women are the target is not enough. How old are these women? In what circumstances do they live? The most important aspects of your demographic are gender, age and region, followed by interests and lifestyle. It might help to create a mood board or a mind map to create a visual overview, which can also help set the aesthetic of your desired campaign.
Let’s say we are a food brand. We provide healthy on the go snacks.
So, what would our ideal target customer look like?
Based on the fact that we sell snacks, we are targeting a busy person, that might want an addition to a healthy lunch or convenient bite for after the gym. Our customer probably works a lot or just is constantly on the go like a student, someone who might have large gaps between meals and just need a little refueling. The age group can therefore be targeted to 13–54 year-olds.
Considering that our snacks are super healthy, whoever is buying them, is clearly making a conscious decision to be healthy. If we now look at recent trend developments, we notice that a lot of women, in particular, participate in the health food trend. Just from research, we can see that these women fall into the same age group as we consider for our marketing strategy.
The next important step is to determine a region. If we sell our products in supermarkets in the UK, we should, of course, target a UK customer.
Now that we know what our ideal audience looks like, we will search for an influencer that reaches that exact demographic.
2. Shortlist your platforms
With the abundance of social media networks available, it is important to find the right fit for your brands. Shortlist the ones most vital to your promotion based on your product type. If you sell clothes or accessories, the visual appeal will make Instagram and Snapchat a great option, whereas DIY products or technology might work better in a video format and therefore fit YouTube or Facebook. It is always wise to look at your current social media reach and analyse which platforms are working well for you at the moment.
To continue our example, a health food brand has many options. On one hand, it’s a great visual product and the Instagram food scene is booming. Therefore Instagram is an obvious choice for promotion. On the other hand, cooking videos and recipes work wonderfully in video format, so a combination out of YouTube videos and Instagram would be an ideal way to move forward. Instagram stories and Instagram videos will also tie in nicely with the YouTube approach, as content can be edited and used across multiple sites.
3. Do a manual search
The next step is to identify the key influencers on the platform and industry you are looking at. A great way to get an overview is to do a manual search by using keywords relates to your product. This works best on YouTube, Instagram and Twitter.
On YouTube, arrange your results by most viewed, to get the most relevant and successful videos in the space. Once you find interesting content, look at the influencers channel and whether they’d be a great fit in general. YouTube also provides you with a list of ‘related channels’ on most channels so you can find other relevant influencers.
Good keywords for the health food market could be nutrition, healthy breakfast, healthy, vegan, vegetarian, raw food, fit food, healthy recipes, healthy snacks, etc.
Typically, influencers have a presence on most social media platforms. And ideally, you should attempt a cross-channel promotion, to ensure the highest possible outreach and engagement. Once you have found an influencer, make sure you take a look at all their other social channels to ensure that the context of your promotion matches with the overall tone of voice and aesthetics of that particular influencer.
Just because they might have a video talking about what their favourite healthy snacks are, doesn’t necessarily mean that promoting a healthy lunch would fit into an Instagram feed that is purely beauty related.
5. Initiate a conversation
Once you have found your best match, contact them. Try to be engaging and personal. Really put some effort into the first email (which by the way, is the best way of getting in touch) but at the same time try to stay brief. Mention what you and your products are about and see if they are interested. If the initial interest is sparked, you can mention deliverables such as campaigns durations, frequency, type and length of content and of course, your budget. Be ready to negotiate on this. Many influencers will offer you a package deal, consisting of a number of posts across their social media channels. Remember, this is a two-way street and both parties should aim to find the most beneficial deal for both sides.
During the first conversations, it can be wise to ask for statistics and insights into views, engagement and shares on their social platforms to ensure that you will receive the ideal reach for your product. This also helps to allocate a price to each piece of content.
If you are short of time to do all of this yourself, we can help you strategise. Our technology has already identified over 600,000 influencers across the globe and new upcoming talent is found daily.