Article

Ashley Carter
Ashley Carter 23 July 2018
Categories Advertising, Content

Is Your Business Ready to Approach an Influencer?

Digital influencers are individuals who share content through social media, blogs, and newsletters. Influencers can be a valuable part of a business's marketing campaign. Before you reach out to influencers, there are a few key steps to understanding who influencers are and how they can deliver the message of your product to their audience.

Types of Influencers

Not all digital influencers are the same, and knowing which type of influencer will reach your customer is key to getting the best return on your investment. The majority of influencers online fall into the “peer influencer” category, which consists of people who share common traits with your audience. 

Are you selling a product for a family? A peer influencer who is a parent, and who your audience follows and feels a connection to, may be a good choice. Other influencers include celebrities as well as experts in a particular field. Remember that it's not all about how many followers the influencer has, it's about how connected your customers are to the influencer's message.

Set a Budget

Before you begin looking for an influencer, it's important to set a budget for how much you are willing to spend to reach the influencer's followers. Some influencers will promote your brand in exchange for free products, but be aware that it's hard to build a solid and lasting relationship on product alone. Great influencers spend a lot of time getting the right shot and crafting a personal but persuasive message to share to their social media channels. Determine how much you are willing to spend per post before you begin looking for influencers.

Identify the Goals of the Influencer Campaign

In order for your influencers to deliver to the best of their ability, they need to clearly understand what you are trying to achieve. Before you reach out to influencers, determine what your goals are. 

Are you looking for your audience to buy your product, or are you trying to boost the numbers on your brand's social media accounts? Do you want the product placement to be subtle, or do you want it to jump off the page? Knowing what you want will help your influencers craft a message that meets your desires. Identifying your goals also allows you to evaluate the success of a campaign and determine who your strongest influencers are.

Find Potential Influencers

Once you have determined how much you are willing to spend and have written down the goals of your campaign, it's time to find, contact, and create relationships with potential influencers. Remember that it isn't all about how many followers an influencer has on Instagram, it's about how engaged their audience is. Don't be hesitant to ask a potential influencer about their following and engagement rates. Also, be sure to choose influencers that align with your audience, have a well-curated social media feed, and are professional in their interactions with you.

Digital influencers can be an important and valuable part of your marketing plans when used effectively. In order to prep your brand for engaging with influencers, be sure to set a budget, identify your goals, and understand the types of influencers that align with your products.

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