In our line of business, we’re always motivated to build a list of influencers to match up with certain brands to help us create campaigns to go with those brands. But, every time we sit down to brainstorm, our Influencer manager always says the same thing to bring us back down to Earth:
“Guys, you can’t just FIND influencers.”
Hearing this several times a week can get frustrating, but she DOES make a point. And so, in order to find the right influencer, I asked her exactly what it entails to ensure you’re collaborating with someone right for your brand, objective and who will help bring you the best results.
Identify the brand, and choose a starting point
The first thing you have to do when you’re looking for an influencer is to understand who exactly you’re looking for. Are you promoting a pet service? Food? A lifestyle brand that caters itself to a unique item like glasses? A travel company? Whatever the brand is, remember that there’s an influencer available – they just have to make sense. In any of these cases, your influencer will have to have something in common with the brand: they wear glasses, they have a dog, they travel a lot, they’re young, they have pretty hair – but matching influencers’ personalities with a brand keeps it honest, and makes for better, more authentic content. Start off with details as simple as gender, age, profession and any special qualities they might have that would superficially go with your brand.
Define the objective
What do you need your influencers for? The obvious answer is that at the finish line, you want your brand to become a household name where people are buying from it consistently. But, how would one achieve this goal? Do you want to create brand awareness with an influencer? Would you like to build a community? Are you trying to generate leads and sales from what you’re doing, or would you like to increase followers and boost engagement? Every one of these details is at least minimally unique, but each difference MAKES a difference. No two objectives are in any way, shape or form the same thing and won’t bring you the same results.
What will be the physical deliverables of your campaign?
What is your influencer able to do for your campaign? You should first determine the amount of content you’ll want them to publish: two posts and an Instagram story, for example. But, this also is based on your budget and how much room you have for influencer advertising. Also, keep in mind what your influencers’ talents are. Are they comfortable with creating video content? Or are they better at product shots? Are they writers? Could they incorporate a blog post about your brand? Explore and find out to maximize your exposure!
Define the statistics
You need to know EXACTLY who you’re targeting when looking for your target market. How old are they? Where are they located? Which country? Gender? Age? Profession? Get as specific as possible to know who you want to reach and how you’re going to reach them.
After you’ve gathered all this necessary information, then from there, you can locate the proper influencers to match your brand’s needs. This is when you’ll be able to pitch and decide roles like brand ambassadorships, or if you’re going to be using micro or macro influencers. Remember that each type of influencer comes with their pros: Micro can offer a more intimate community to be a part of, whereas macros can get you the maximum recognition for your brand since they have more followers.
This “to do” list certainly helps us in our process, and we hope it does the same for you!