Following our recent trip to the Bloggers Conference, we thought that we would talk about influencer marketing and the power of the influencer in promoting brands today.
According to Forbes.com, influencer marketing can be anything from a simple product placement to a full blown product review. Forbes also creates the perfect metaphor of an online influencer bringing us back to the school halls. We have all been there, the popular kid (influencer) has the latest pair of runners and by golly we want them! This is how an influencer works, sound easy? Well in the online world, the influencer must work tirelessly to build an audience that is big enough to attract brands to pay them to promote their product.
Kissmetrics.com highlights our reasoning for influencers and the simple fact is, consumers like outside opinions. The potential consumer prefers to hear a review, be it positive or negative, from a third party representative. Before a brand dives into investing in an influencer, there are a number of factors which must be considered.
(1) Your Audience
Who are the people you are trying to target? What are their interests ? This criteria is crucial to identifying the right influencer for your brand. Profile your ideal customer and see which influencers are aligning with this persona. You don’t want an influencer who doesn’t post about working out being the face of your sports brand.
(2) The Message
Before deciding on the influencer to be associated with your brand, it is important to consider your message. As a company, you must ensure that the individual best represents this message and also believes in it. Again, go back to your customer persona and put yourself in their shoes. What do they want to hear, will they believe in this influencer? This process is lengthy but is extremely important before you make any agreements.
(3) The Influencer
The authenticity of the influencer is imperative. Nine times out of ten the influencer chosen will be the ideal candidate, gaining a positive response from the target audience. However, there are certain occasions where the representative does not fit or a scandal appears tarnishing the influencer’s reputation and everyone associated with them! Additionally, it is important to research all of their channels of communication to assess their level of followers and interactions taking place on a daily/weekly basis. Therefore, it is vital to conduct a background check on your potential influencer to ensure that their reputation is intact and won’t harm your brand.
Thanks for reading!