Finding Influencers
I’m sure you will agree consumers often perceive traditional marketing techniques as “pushy”. Whether on TV, billboards, magazines, or radio, businesses tout how wonderful their brands and products are, constantly repeat how much we need them, and leaving very little room for dialogue. However, social media marketing operates vastly different to any form of traditional marketing. With social media, two-way communication is open and fundamental. I won’t go into great detail about the strong points of influencer marketing. Although I will say, instead of pushing their products on consumers and asking for “likes” and “follows” in return, companies should try nurturing these relationships with consumers. By providing help, advice, and relevant free information, they can establish trusting and congenial relationships with consumers.
Brands interested in playing this game must find the right influencers first. While there are newly created agencies that specialize in pairing influencers with brands and helpful sites like Traackr or Followerwonk, a lot of Googling and research can provide the same results. I’m a firm believer in working smarter not harder. Luckily there is an app out there that has done the hard work for you. BrandSnob is an mobile application designed specifically for finding and collaborating with influencers.
The influencers in your industry are the ones with the most popular blogs and the most followers on social networks like Instagram, snapchat, and Twitter. While the numbers are important, it’s also imperative to use common sense and decide if this influencer feels like the right partner. Sure, the person has a lot of followers, but are they actually interacting with their community consistently? Does their tone or personality compliment your brand? Will they be passionate about your brand’s product? All these crucial questions can be answered through doing a bit of homework and an open dialog with the influence. The BrandSnob serves as a very convenient way to chat with prospective influencers and see the work they can produce.
You may be thinking your brand or budget is small and you can’t afford such influencers. Even if you are a small brand, you can significantly increase the size of your audience by finding relatively small influencers. For example, an influencer with a following of twenty thousand or fewer may not cost you anything. They might be delighted to just get a free sample.
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