Influencer marketing campaigns are only as good as the influencers themselves. Below are 10 things to look for in an influencer when planning your next campaign to drive scalability through reach, engagement and content for your brand.
10 things to look for in an influencer
1. Content relevance
It can be tempting to include a high-profile influencer in your campaign. However, it’s more important to select the right influencers. Be sure to look at the type of content they’ve produced in the past, how relevant the content is to your target audience, and the type of engagement they were able to drive. Make sure to reach out to people that your target consumer will trust.
2. Post frequency
How dedicated is the influencer to their website or blog? If the influencer is an infrequent poster, chances are their audience isn’t very engaged either. Even if the influencer has a large following on Social Media platforms such as Pinterest, YouTube, Instagram or historically has impressive website traffic numbers, it’s important to look at how active they have been in the last month or two.
3. Audience data
Just like data is important to analyzing the effectiveness of influencer marketing campaigns after they conclude, audience data is important to predicting how an influencer can help it before it launches. Audience data can include website traffic metrics such as time on site or page views.
4. Content quality
During a campaign, influencers are an extension of your own marketing team. If their content lacks substance or is filled with spelling and grammatical errors, engaging with them can do more harm than good to your brand.
5. Audience engagement
Does the influencer have consistent engagement on Social Media? If they write frequently but have a small following on social media, it may indicate that they don’t have as strong of a following as they are leading you to believe.
Is the influencer professional in their email or phone correspondence with you? Again, a lack of professionalism can be a clear signal that they may not be a good fit as a promoter of your brand.
Reaching out to an influencer just during campaigns will limit the effectiveness of your influencer marketing campaign. Ensure that you are interacting with them before, during, and after campaigns to keep their attention on your brand or product — otherwise, your competitors probably will.
Influencer marketing is not a “set it and forget it” marketing initiative. To get the most out of your campaign, you’ll need to dedicate resources to educating your influencers and responding to any questions they may have about your product or the campaign as a whole. Influencers should also communicate effectively.
Set the goals and expectations of a campaign early and stick to them. Choose influencers who will meet the campaign deadlines and deliver the promised content.
Choose an influencer who works within your budget for your desired deliverables. Make sure the influencer pay is fair for both parties. Yes, some people will do things for free, but generally, they won’t do it for long. Develop a compensation package that works for your influencers. Examples could be monetary or in the form of a product or service.
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