Nowadays, influencer marketing has become an integral part of social media marketing strategy. But how do you find the right social media influencers?
Almost every online business now uses social media platforms as a marketing tool to promote their brands. In fact, any business that is not on social media is missing out.
However, it’s not just about having your business on social media. As a matter of fact, the most important thing is to make the platform work for your business.
In essence, you are missing out big time if your business is not active on social media, especially, if you are running an online business.
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In short, social media should be an integral part of your business’s digital marketing strategy. This is because not having a strong social media presence means you are giving your competitors an opportunity to outperform your business.
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So, what is influencer marketing and how does it really work? Influencer marketing is a kind of social media marketing that mainly uses endorsements and product mentions.
With this, businesses as well as marketers approach social media influencers and capitalize on their popularity to promote or market their brands to their audiences. Social media influencers are individuals who have a dedicated social following.
They are not just popular individuals, they are also viewed as experts within their niche. Tapping into influencers’ popularity surely having a game-changing effect on how brands market and interact with their customers.
Just like any other marketing strategy, research is very important. In fact, it is the first step to take when it comes to finding the right influencers to work with.
First, find out which social media platform will perform better for your brand. Then, you can focus on the platform by studying all the available data before making your decision. If you’re just starting out, it’s advisable to stick with one social media platform.
However, you can always expand to other platforms later as your brands continue to grow. You don’t know how and where to start from? You can use social listening tools to help you identify where people are talking about your industry and brand.
Also, this can help you find the most influential voices in your industry. The fact is that to ensure your social media influencer marketing campaign succeeds, you need to have the right influencers.
Therefore, you should collaborate with influencers whose audiences and content are relevant to your business. However, finding the right social media influencers to work with is not as straightforward as you may think.
Below are some metrics you should take into consideration to find the right social media influencers to promote and market your brand:
#1]. Engagement
Engagement is an important metric when it comes to social media influencer marketing. The more people engage with your content, the better your brand exposure. So, when an influencer has a high engagement rate, it means their followers love their content.
Also, high engagement means people trust the influencer which is great for your brand exposure and association with the influencer. There are some great third-party Instagram tools out there that you can use to analyze this important metric.
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In this case, you can use a powerful tool like Gorgias to manage Instagram comments and mentions created by an influencer’s followers. It’s the eCommerce helpdesk that turns your customer service into a profit center.
In essence, Gorgias allows you to connect with your eCommerce website and Instagram account so you can provide a seamless omnichannel customer service experience.
#2]. Quality of followers
Followers play an important role when it comes to influencer marketing. For marketers and brands, the right influencer means the right content and the right target audience.
It is arguably the best way to make your content go viral, and this is one of the reasons why you have to find the right influencers to partner with.
For instance, let’s say you’re selling plant-based milk. Then, it makes sense for you to partner with food and lifestyle influencers who prefer vegan diets.
#3]. Quality of content
When it comes to marketing via social media influencers, being creative is also very important. Therefore, if you really want influencer marketing to work for your brand, then you have to check out the influencer’s general content.
This means you will have to analyze the content the influencers publish on their social media accounts. Especially, those influencers on social media platforms you want to use to promote your brands.
You may “read” their personality, voice, interest, creativity, opinions, niche, and many more. This will surely give you an idea of who the influencers are.
#4]. Brand values
Your brand values are probably the most essential metric to consider when it comes to finding the right social media influencers to partner with your brand.
You have to find influencers that align with your brand’s values and respect your partnership. This is really important for a successful partnership in order for it to feel genuine.
