There was a time when Influencer Marketing was limited to celebrities and dedicated bloggers only. But now, since the rise of influencer marketing, it has opened new doors for businesses and brands to connect with their potential consumers and audiences.
A decade ago, direct selling and testimonials used to be seen as the only way of influencer marketing, with known and famous faces. Thus, making it an expensive mode of promoting a business.
However, in today’s millennial era, there’s been seen a shift in perception of people from celebrities with a massive following to bloggers and micro-bloggers producing unique, genuine, user-generated content.
Today, we can see different people in different categories creating good content and maintaining a healthy community. So if you want to know whether influencer marketing can help your business in exploring new possibilities, keep reading on.
1. Make your objectives clear
Before jumping into the horizon of influencer marketing, take out some time beforehand and make things clear regarding what actually are you trying to get out of influencer marketing.
Does your brand really need an influencer marketing program? If so, how you can capitalize from this corner of marketing?Having clear objectives will provide you with a concrete ground to build your influencer marketing strategy on.
Most businesses prefer influencer marketing either to create awareness about their business or generate sales. Having these broad objectives, it is important to further refine the objectives which align with your brand needs.
Maybe you want to expand your customer base in a different demographic. Or you may want to introduce a new product to your existing customer base. Or you might want to increase social mentioning of your brand by igniting word-of-mouth activities.
Most influencers have a specific following and they can make your message reach a specific audience group. So with your broader goals, keep a note about how you will be converting your broader goals into small, specific, and effective actions.
2. Finding influencers
Once you have a clear understanding of what you want to take out from influencer marketing in terms of your objectives, it is time to look for those which can convey your message in the most relevant manner.
Just like other strategies, research is the first step. Start with one platform first then expand to other ones. Your brand should also have a presence on that platform.
If you are not sure which platform is best for you, use different social listening tools which can help you identify your potential platforms and the influential voices. Also, check out our detailed guide on finding the right influencer for a campaign.
While you research, keep the below things in mind:
The influencer should be relevant to your business or creating content that is relevant to your audience
The social media content creator has a good engagement rate with a significant number of followers
Some influencers are in the growing phases of their social career but have a good engagement rate. So, if you can compromise on the follower count, you can get an effective engagement rate with a very specific audience
The person should be authentic as well as their followers. Beware of fraudulent activities. Do check the comments and whether are they maintaining conversations with their followers.
Look for branded content they have shared. You will get an idea of what they are capable of and how you want them to work with you
To help you avoid all this hassle, you can simply register on Walee and connect with a community of influencers.
3. Budgeting and management of the campaign
While you search for the platforms and influencers, choose the type of influencers with which are you interested to work? Would you like social media celebrities with huge follower numbers? Or are you comfortable with micro-influencers having less than 2000 followers? You might like to work with someone having between 5K to 10K followers. Your selection of social media content creators will directly affect your budgets.
Once you lock the type of influencers you will be working with, start creating your budget. Also include the time for planning, developing, executing, and reviewing the entire plan.
Unlike an automated campaign, influencers are human and most of them don’t like to be controlled. They are creative people and constantly managing multiple partnerships too.
Some of them might miss your deadline to post at a specific time or alter the requested call to action in their communication. For that, you will need to invest your time in maintaining a fruitful relationship with them. Then you will be able to bring out their natural talent in the best interest of your brand.
4. Track and control your campaign
As you launch your influencer marketing strategy, keep it on track and making necessary changes is equally important. There are different ways to track your campaign such as speaking with influencers regularly or checking their profiles where they have posted about your business.
If you have run a sale-focused campaign, then you can track and monitor in real-time through Walee dashboard. It makes it easy for you to track every influencer working for you and how they are performing in terms of bringing sales for your business.
An influencer can stay but the industry of influencer marketing and its operating procedures have changed completely in a short period, and this same industry may become entirely different from today. However, this article will help you to start drawing your campaigns on the canvas of influencer marketing. But like other marketing areas, influencer marketing is constantly evolving so be ready for change.
How to find right Influencers for your Businesshttps://www.walee.pk/wp-content/uploads/2021/04/how-to-find-the-right-influencers-for-your-business-02.jpg1024682faizanfaizanhttps://secure.gravatar.com/avatar/c46be2e17b723b52e6fc49dd5cc1dd2e?s=96&d=mm&r=g
When it comes to connecting with the audience in a meaningful and more personal way and identifying their behavior patterns about certain brands, the right influencers or social media content creators are the obvious option to make this happen.
Onboarding and working with the right influencers can help you connect with your target audience, drive traffic to your website, lead to sales, and achieve other objectives of the brand. Around 63% of marketers work with influencers on every campaign.
The importance of influencers in a marketing strategy is consistently increasing and the reason for their exponential growth is their connection with the audience. They connect, create, share, listen, and discuss with their community. In return, they have become trusted peers for their audience.
Now that you know how important the role of an influencer is, let’s dig in further to explore how you can find the right influencers for your business.
Why do you need to promote your brand with influencers?
Before you start looking for influencers, first make the objective of onboarding an influencer crystal clear. Ask yourself what is the primary purpose of incorporating the social media content creator(s).
Are you looking to create brand awareness other than through paid advertising tools?
Is it a positive perception you want to create around your brand?
Or do you want people to buy your brand on the recommendations of influencers?
Once your goals are clear enough, you can direct your efforts to find the person who can help you meet your objectives.
How to look for Influencers
There are certain ways you can work to find your best match of influencers. Below are they described:
1. Get to know your audience
In influencer marketing, audiences are the third pillar alongside influencers and the brand. Many brands here make mistakes. They see the number of followers but not the type of followers. You must ensure that the audience following a specific influencer is the one you are looking for.
For instance, you work for a food brand and want to generate trails of a new variant. In order to do that, you choose to work with a food blogger. According to you, will this be the right decision?
Well, broadly you took the right step. But specifically, you need to see which food blogger will work best for you as the right influencer. The one with pretty aesthetics of some lavish restaurant food or one who specializes in home-made food as well as covers the ingredients of the same.
An influencer with an audience similar to your target audience and content which fits your brand will be a perfect pick. Because s/he will feature your brand in front of people who can eventually be interested in your brand.
2. Get to know your influencers
After getting a complete hand on the knowledge of your audience, it’s time to identify the potential influencers who can meaningfully represent your brand. For selecting influencers, below are the criteria you must see for what a good influencer should have.
Reach is the number of followers an influencer has on their social media. It is important that the person you select for outreach has a good relevant audience.
This metric is more important than reach. The engagement rate shows how much followers actually engage and interact with the influencer’s content. A good engagement rate is a sign that an influencer can affect the purchase behaviors of their audience. A recent study showed that Instagram influencers who have 5k to 10k followers have a better engagement rate than the big ones.
Authenticity is the single most important metric which makes one an influencer. People will most likely follow the person whom they feel authentic. Therefore, when searching for influencers, take a look at their content and see how authentic their content and thoughts are. How much their audience believes and follows their opinions.
An influencer with authentic content can bring positive perceptions to your brand.
Personality & Niche
A good influencer marketing campaign is actually successful when the influencers promote the brand which technically fits their personality, niche, content, and industry.
3. Where to find the relevant influencers
Influencer marketing is all about genuine people advocating your brand. It is not restricted to big celebrities. So, how do we find those genuine people? Here’s the answer:
With hashtags, it is easy to find content on social media. You can search for hashtags that are relevant to your brand and similarly the people using those hashtags. Here’s how:
Search for #sponsored #ad #influencer #blogger and #[Yourbrandcategory], and see what content appears
Let’s say you find a pleasing picture, then see the creator’s profile
If there is similar content that you liked earlier, see whether they are from the same niche your brand belongs to
If they have a good number of followers, calculate their engagement rate using different tools. That way, you will get a rough idea of the worth of that content creator
If they seem to satisfy all the conditions, mark them on your list of right influencers for your business.
You can find right influencers for your business on social media by searching for those who are already talking about your business or alike. Different blogs and social media mentions will help you find such people.
Here, social media listening tools will make it easier for you to find the content people have created about you. For example, if someone has created their content on bicycles, and you deal with the same, you definitely would want to engage them.
Google Alerts can be a good source of information when searching for content related to your business. Just create alerts of your relevant keywords and you will start receiving alerts whenever someone writes about related topics.
Let’s say you want to promote your business on the web but don’t know the leading or relevant websites, Google alerts will help you in finding them.
Influencer Marketing Platforms
These platforms can help you easily find influencers from different niches. You can access their database and filter your search as per category, social media platforms, engagement, followers, and more.
To help you look for your best match of influencers, Walee is there! We are Pakistan’s largest and growing influencer network with more than 80,000 influencers onboard.
You can register on Walee as a business, run campaigns, and track performance; all in real-time.
How to approach the influencers?
Once you list down all the right influencers for your business, it’s time to approach them. Below are some ways you can use for outreach:
1. Introduce yourself meaningfully
When you find the right people for your campaign, then first be a follower of them. Engage and share their content, comment on their posts, showing appreciation for their work.
As you appreciate them, you can introduce yourself in a direct message with a reference leading to the content you liked and shared.
2. Share your proposal
After you place yourself in the eyes of influencers, send them a proposal that wins their hearts. Below can be the details you may include:
You and your business’s details
How you came to know about them
What are the specifications of the campaign
What they will get in return (monitory or else)
Try to keep every detail transparent and discuss it with the influencers after you send them the proposal. Take them on a call or meet them and cater to their concerns. Similarly, try to build a friendly or casual relationship with them so that they can stay longer with you.
Lastly, follow up with them after a few days.
This is how you can find the influencers for your outreach campaigns, create a healthy relationship with them, and make them your brand’s advocates.
Want to kick-start your next influencer marketing campaign? Sign up on Walee today or connect with us for more details.
Login to Walee
Enter the username or e-mail you used in your profile. A password reset link will be sent to you by email.
Get the best experience
To get the best experience of Walee Universe's features and tools, use the desktop version to login or register.
Are you ready to earn conveniently?
Download our app made exclusively for you.