How to find the perfect influencer for your brand?
Everyone is in the ''influencer marketing'' train and so are you probably. Many questions come to the mind of small to medium business owners when it comes to attracting clients via the opinion of someone influential.
Let's break it all down.
What's influencer marketing?
Bringing in/Giving a product to someone with a big audience for them to promote (picture, video, blog post, presence, ..).
Why do people do influencer marketing?
It's part of a whole communication mix - the more ways you get to speak to your target customer, the more chances you have of him buying your product.
Where do I find influencers?
Here, it really depends on your business. Let's take most of my clients - either a local business or a product that can be shipped worldwide.
For the local business - you need a local influencer. I'd say that your best bet is to run a search on Instagram by hashtags related to your business. For example, if you're looking to attract a foodie with a decent following to come by your restaurant and write a blog post, you should start by running a hashtag search like: #foodietoronto, #torontofood, #torontoeats
Here's what you'll get:
Ok, now what?
Browse though accounts and compile usernames with whom you relate your business/vision to. Then find a way to reach them (most of them will leave their e-mail in their bio, if not you can write them a Direct Message or comment).
How many followers to they need to have? Is the bigger, the better?
Of course that the more followers they have, the more people will see your product/brand BUT there's so much more to consider!
1. Keep it authentic - don't mix your brand with an influencer simply because of his/her numbers. Make sure that it's a natural relationship because in the contrary case, it will make your brand look pushy. Think about the look of the influencer and what's the added value of it for YOUR brand - only then move forward.
2. Have a defined budget - You might have to pay the influencers you'd like to partner up with. Make sure you know how much you're ready to spend (read more below on that).
3. Interaction levels - Buying followers today is the easiest thing, so to protect yourself, make sure you analyse their latest posts and the interaction levels they are getting. Of course, the more interactive their community - the better for your brand.
Will you have to break the bank?
It depends who you'd like to work with. There are some amazingly creative influencers out there but they also don't come cheap. Here's a general rule:
0 to 15 000 followers: Micro influencers - you could simply send them your product and not necessarily have to pay them (very general rule, not everyone applies it).
15 000 followers and +: Will charge you about 10% of their followership + a set fee for their time.
So let's say X person has 25 000 followers, they'd charge you 250$ + 75$ for their creative time/drop in time. (again, this is simply a standard rule by which most influencers go by - it isn't applied by everyone).
Do your research, analyse the interaction rates, check with your budget, contact, negotiate, guide on your needs (specific hashtags, tone, vibe..) & make sure you use the visibility (interact on the post and repost on your channels).
Founder of Frenzr
If you have any questions feel free to reach out to me directly at firstname.lastname@example.org