Influencer Marketing: Strategies for Finding the Right Influencers for Your Brand

Finding the Right Influencers

Many brands know that influencer marketing is the future of marketing because of the positive impact referrals bring. Influencers are authorities in their niche. About 33% of customers trust traditional advertising. More than half of viewers listen to influencers’ recommendations when buying.

The Digital Marketing Institute reports that 60% of consumers will consider buying a product promoted by an influencer in a store. More than 40% of viewers will purchase a product after seeing it used by a person on social media.

There are many content creators and even more viewers on the Internet. However, not all resources should be trusted. To get contacts from reliable and verified influencers, use the Chrome/Firefox extension, which works with different social networks: LinkedIn, Twitter, Facebook, and GitHub. You can get the email or phone number of the right influencer with just one click.

Who are Influencers, and How Can They Benefit Your Business?

An influencer has many followers on one or more social media platforms. They indirectly or directly impact a person’s choices by promoting products and services. Influencers know their audience well and their needs and will be able to find customers and buyers.

Brands actively use influencers or rather their impact on the audience. Companies use bloggers as a marketing strategy to increase sales turnover and expand business. Let’s understand the peculiarities of such a strategy. The fact is that influencers:

  • know their audience well;
  • can create targeted content;
  • talk about your brand on their social networks;
  • help build trust in your product in the face of potential customers;
  • improve brand promotion on social media.

Social media is a good and effective way to promote products and services. The main thing is to find a blogger with an audience interested in your services.

Understanding the Influencer Market

You need to understand the influencer market. Knowledge in this area will help you determine where to look for a future advertiser, save time selecting a blogger, and make the right choice.

It would be best if you considered the following parameters:

  • levels of influence;
  • target audience;
  • social media platforms;
  • budget.

Let’s consider each criterion in more detail. This information will help you choose the right influencer and achieve the desired result.

Levels of Influence

The influencer market is conditionally divided into categories by the number of subscribers. This parameter affects the cost of advertising on a person’s blog: the more subscribers, the higher the price tag on advertising.

Such categories are distinguished:

  • nano — from 1,000 to 10,000 subscribers;
  • micro — from 10,000 to 50,000 subscribers;
  • medium — 50,000 to 500,000 subscribers;
  • macro — 500,000 to 1,000,000 subscribers;
  • mega — over 1 million viewers.

Remember that a large number sometimes indicates better results. Many brands find that a smaller audience actively engaged and relevant to the brand can be more effective.

For example, advertising a sportswear store can bring more results from a small blogger who promotes a healthy lifestyle, sharing the secrets of healthy eating, weight loss, and sports.

A small audience watches such an influencer but is involved in what is broadcast on the social network because they need such content. Therefore, advertising about sportswear and shoes in such a blog can be more effective than advertising on the page of a millennial who shares his life.

Target Audience

Consider your target audience when choosing an influencer to influence your marketing strategy. The influencer’s target audience should match yours. Let’s take a look at prime examples of product/goods target audience and influencer:

  • cosmetics — a famous makeup artist;
  • sporting goods/shoes/clothing — athletes, coaches;
  • children’s clothes and toys — a blog of a young popular mom.

Most popular makeup Artists’ audiences are beginners or people who want to learn how to do beautiful makeup. Promoting care and decorative cosmetics on such sites will be maximally effective. Other examples work on the same principle.

Social Media Platforms

You need to know your target audience. This information will help you decide the right social media platforms for advertising and promotion. Influencers have built their reputations on certain platforms, so this indicator is important.

There are situations when a blogger has several social media platforms. You need to select the one with more followers and the one that is more relevant to your audience.

Some of the most popular platforms that are best for influencer marketing include:

  • Instagram;
  • FaceBook;
  • TikTok;
  • YouTube;
  • Twitter;
  • Snapchat.

Recent studies have shown that Instagram is the leading marketing platform today, in the second place is Facebook, and in the third place is TikTok. It would be best to rely on these popularity metrics when choosing a platform and blogger to promote your product later.

Budget

There are no specific standards for advertising costs. The price for content creation is determined on a case-by-case basis. The following factors will help determine the financial cost of advertising:

  • influencer’s level of influence;
  • experience of the blogger;
  • a platform for promotion;
  • demand for the influencer’s content;
  • type of content produced;
  • subscriber engagement;
  • reach of views;
  • the industry of the product/good/service.

Finding an influencer with the right audience within the planned budget can be challenging. The main thing is to approach this issue responsibly.

Influencer Marketing Strategies for Collaboration

Effective collaboration with influencers is critical to the success of your marketing strategy. Optimal cooperation between the customer and the influencer will enhance the positive effect on the viewer and increase the percentage of the final result. Different practices are used when working with influencers. Some of the most effective ones are:

Let’s look at these two models in more detail. You’ll be able to find the best fit.

Establish a Genuine Long-Term Partnership

Suppose you’ve selected an influencer whose target audience matches and closely aligns with your brand. The next step is to establish a genuine, long-term partnership. This approach will increase the level of trust. Building a trusting relationship will show the influencer and their audience that your brand is not one of a thousand similar ones but unique, helpful, and trustworthy.

A trusting customer/influencer relationship can lead to more authentic and effective promotions. Audiences respond better to regular and consistent endorsements. Going beyond traditional interactions will lead to a better understanding of goals and preferences. You will come to a partnership based on mutual respect and shared goals.
Brands prefer to work with specific influencers on an ongoing basis. This approach brings more effective results than one-off partners. Of course, one-off campaigns will also be helpful on occasion. Short-term collaborations can pay off in certain situations:

  • product launch;
  • promotion of an event;
  • launching a marathon.

Evaluate your goals. This approach will help determine whether a one-off partnership is appropriate in each case.

Allow Creative Freedom with a Brand Preservation Clause

It would be best if you respected the creativity of influencers. They know their audience well and understand how to present information with the most effective engagement. A blogger knows how to create content that looks unobtrusive while still grabbing subscribers’ attention.

Set clear guidelines. Creative freedom is good, but the customer needs to know the specific values of your brand, especially when first collaborating. Influencers may need to fully understand the brand’s essence or the ad’s message.

Therefore, you should accurately state important product information and communicate any non-negotiable issues. This approach will create the most effective advertisement and attract the target audience.
The content should balance the brand message and the influencer’s style. Working together to create content will help bring fresh perspectives and innovative ideas that resonate well with the target.

The Bottom Line

Creating an influencer marketing strategy is an individual and unique process. There is no general guideline. Advertising and what you promote can be different. Consider the following factors when creating an influencer marketing strategy:

  • your brand’s niches;
  • product specifics;
  • target audience;
  • overall goals.

However, you can identify specific features that will positively impact influencer marketing. You should be respectful of influencers and embrace their creativity. Try to create a long-term relationship because regular recommendations of the same product inspire more trust in the audience than fleeting advertisements.

Clearly and concisely articulate your goals and values so the influencer understands your product correctly and delivers the right message to the target audience.

Influencer marketing is about more than just working with influencers online. It involves a strategy that requires careful planning and wise choices. You should allocate clear goals, choose the right influencers, and manage your budget wisely. This approach will maximize the benefits and increase the number of clients and customers.

Remember, the goal is to build genuine, trust-based relationships with influencers. Their blogs should match the style and values of the brand being advertised. With the right blogger choice, you can maximize your target audience. This approach helps you create authentic and effective promotions that resonate with your audience.

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