Influencers can boost your online presence, raise brand awareness, reach brand new audiences, acquire backlinks, and, most importantly, generate leads and sales. To benefit from public endorsements, you need to find the right influencers.
To tap into influencer marketing, you have to find the right influencers to work with. Identifying the right influencers is a crucial step for success.
How do you run a successful influencer marketing campaign? Hopefully, this blog post will answer all your questions.
Here’s our itinerary for today:
How to find influencers?
There are multiple ways to find the right influencers for your next marketing campaign. Some of them require the use of a tool — this method is more efficient and reliable.
Others are based on a simple Google search that takes much more of your time.
Find influencers with a social listening tool
There is a chance that people are already talking about your solution, product, or service.
Your job is to find the influencer that will help you achieve your marketing campaign goals.
Let me show you how to find influencers with the help of social listening tool! I will base my analysis on Brand24, one of the most reliable and affordable tools on the market.
First, start with creating a social listening project.
In the project creation wizard, enter the keywords you would like to track.
The keywords can be:
- the name of your company;
- your branded hashtag;
- your campaign-specific hashtag;
- the name of your CEO or other highly recognisable employee;
- a term specific to your industry niche.
Once you create a project, the media monitoring tool will start gathering all publicly available mentions containing your keywords.
Every result is then analysed, and you can find the most insightful data in the Analysis tab.
Let’s start with Top public profiles and the Most active public profiles.
Top public profiles list all the social media public profiles talking about your brand. The list is accompanied by some useful metrics: the share of voice and the influence.
The share of voice measures what part of the whole discussion was started by a given social media profile. The higher the number, the more influence the person behind the profile has.
Influence is the estimated number of views generated by the selected author containing the monitored phrase.
The bigger the influence number, the more people given influencer can reach.
You can also derive a lot of useful information from the Most active public profiles.
This section is especially important if you are looking for a micro-influencer.
Micro-influencers usually do not have a massive following, but they have a good relationship with their followers. They have authority, and their followers trust their recommendations and opinions.
For many companies, cooperating with a smaller influencer will be a better solution. You will be able to reach the right audience, at the right channels, and with a message crafted for them.
These two tables will show the data related to social media influencers.
Since Brand24 collects data from the whole Internet, you are also able to find other reliable sources. To help you with the task, we prepared a wide range of filters you can find in the upper right corner of the dashboard.
You can filter mentions according to:
- major social media sites (Twitter, Instagram, Facebook)
- videos (including YouTube)
If you want to further narrow down the search, you can filter the results by a specific domain.
Imagine you want to run an influencer marketing campaign on carefully selected YouTube channels.
You have to filter the results to see only videos, either by domain or use the videos filter.
The top public profiles will show the top YouTubers talking about your brand, product, or service.
You can also take a closer look at specific YouTube mentions. On the top of the page, you will find a tab Mentions from the Most popular public profiles.
This method applies to all sources we monitor, and that includes Twitch.tv.
What are the benefits of using Brand24 for finding influencers?
The process is automated, and apart from the list of people you can work with, you also get metrics you can base your decisions upon.
Google search to find influencers
There might be a handful of reasons you don’t want to pay for a media monitoring tool.
You can still find the right influencers to boost your business. The process will take a bit more of your time, but you will be able to find the right person to work with.
To use Google for finding influencers, try to act like a customer looking for a particular solution.
So, if you want to find out about a new game release, a review of a book, or which foundation people recommend, what would you do?
I would ask the question online and look for some solid responses. I would read the detailed reviews or watch a YouTube channel.
You can find influencers in the same way. The process has one substantial advantage — it is free of charge.
The number of drawbacks is, unfortunately, much higher.
For starters, the process is much more resource-consuming. You have to manually look for influencers, assess their online activity, and following.
Secondly, an automated process will provide you with metrics you can track. And tracking applies to the whole process of working with an influencer. You can assess the metrics before starting the campaign, during, and after it has ended.
Who is an influencer?
An influencer is an online personality who has authority within a given niche.
An influencer usually has a dedicated following, interacting with his or her posts, and trusting their recommendations.
An influencer could be a:
- social media star
- lifestyle brand
- thought leader
As I mentioned before, an influencer does not need a huge audience to be able to reach your target group. In many cases, smaller influencers are perceived as a more reliable source of information than big names.
What is influencer marketing?
Influencer marketing is a form of marketing where a brand uses influencer’s authority to promote their product or service.
Influencer marketing usually helps brands with increasing their visibility, building brand awareness, targeting new audiences, and sharing brand messaging.
Influencer marketing is, in other words, a partnership between a brand and an online personality. There are numerous influencers can boost brands’ visibility, for example:
- sharing content prepared by the brand and leading their followers to the brand’s website or social media accounts
- being brand ambassadors and showing the benefits of a product or service
- preparing their content. Influencers can write or shoot a video on their own promoting the brand.
The benefits of influencer marketing
Why should you go through all the trouble of finding an influencer and coming up with a dedicated campaign?
Because influencer marketing works!
A robust influencer marketing campaign will help you:
- increase brand awareness
- reach brand new audiences
- increase the number of followers on your social media channels
- get backlinks to your website
- increase the value of earned media
- generate new leads and boost sales
And, as a bonus to all these perks, you will get an endorsement from a personality his or her audience trusts.
How to run an influencer marketing campaign?
To benefit from a successful influencer marketing campaign, you need to follow a few rules.
Choose your influencer marketing goals
Before you start the process of finding the right influencer for your campaign, you need to define the goals.
What do you want to achieve?
All other decisions, for example, choosing the right influencer or measuring the results of your work, will be based on that decision.
The objectives of your campaign can include:
- building brand awareness
- creating brand identity
- reaching a new audience
- increase in engagement
- increase in sales
- building customer loyalty
- building backlinks to your website
Based on your goals, you can determine who do you want to work with, what type of campaign you will run, and how you will measure the results.
Find the right influencers
I devoted a whole section of this post to find the right influencers, but I cannot stress enough how important this part of the process is.
Finding the right influencer can make or break your campaign. You need a person who has their audience trust and is considered a reliable source of information.
Define the type of campaign you want to run
How do you want to attract a new audience to your messaging?
There are different types of campaigns, for example:
- gift campaign
- gust posts
- sponsoring content prepared by an influencer
- influencer takeover
- affiliate program
- discount codes
- brand ambassadors
How to measure the results of an influencer marketing campaign?
Now, let’s get to the numbers.
Like any other marketing campaign, you need to measure the results of your influencer marketing campaign.
Of course, the metric you will track depends on the goal of your influencer marketing campaign.
To measure brand awareness, you need to track the volume of mentions and sentiment around your brand. If both of the metrics increase during the campaign, you have reached your goal.
To measure brand loyalty, take a look at churn levels and returning customers. Those two are important business metrics, as it is much cheaper to sell to existing customers.
If the main goal of your influencer marketing campaign is to reach a new audience, track the number of followers on your social media accounts.
Lastly, follow the money. The ultimate goal of an influencer marketing campaign is to increase the number of sales. If your sales number stays constant despite the campaign, reevaluate the influencer you work with.
Why should you invest in influencer marketing campaign?
I hope you see the benefits of an influencer marketing campaign by now. Finding the right influencers is the key to success.
Influencer marketing can help you achieve your business goals. Try it yourself and discover all the benefits of an influencer marketing campaign.
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