Finding the Right Influencer

In today's technology world, brand advertising, promotion, and digital marketing methods are changing. In digital media, people who have the power to influence the masses and whom their followers accept as authority are called influencers. Influencers promote the products or services of the relevant brand by collaborating with the brands. Proper influencer marketing requires well-planned digital marketing work. In addition, working with the right influencer that appeals to the target audience of the brand is among the most important marketing techniques. Companies can easily focus on the target audience they want to reach with the marketing activities they do with the right phenomena. In this way, potential customers become aware of the products offered by the brand and brand awareness increases.

    Digital marketing research is conducted in areas like Google ADS, social media platforms, sponsored ads, and influencer marketing. Phenomenons share their experiences with the target audience about the related product. Phenomena explain why they like and prefer to utilize certain items or services to their followers. Knowing where to look for influencers that can help you get ahead of your target market is a great method to reach out to new people, boost traffic to your website, raise brand awareness, and increase sales, use these guidelines to help you find influencers as you begin your search. These best practices can help you find the influencers most likely to help you start a successful campaign.

1. Know your goals before you start

It doesn't make sense to rush to contact any influencer who looks good, has a high number of followers, and has a social profile. For the right influencer and the right social media platform, you need to analyze your target audience well.

Ryan Detert, CEO of Influential, says: "Don't be fooled by a 25-year-old girl's account with many followers! Followers are sometimes not a mirror of the influencer. In this case, you may be putting your campaign at risk”. The person you will work with can be an influencer but do not forget that the message you will convey is the followers of the influencer. In this context, when choosing an influencer, influencer followers should be analyzed as well as influencers.

The proper influencers are people, businesses, and accounts who can best assist you in reaching your target audience and achieving your objectives.

2. Find influencers related to your industry

A good place to start when deciding how to find influencers in the field you want to advertise with is famous or well-known people in your industry. Industry influencers aid in the dissemination of your message and the development of brand awareness in your target market.

It is vital to deal with the appropriate phenomena to represent the brand in this research. Only in this manner will the research achieve its goal. As a result, it is inappropriate for a hamburger-selling brand to collaborate with a phenomenon that promotes a healthy lifestyle, diet, or nutrition.

 

        3. Following Influencers

Before choosing the right influencer for digital marketing work, it is necessary to follow the accounts of the people who will be the face of the brand. It is easy to see how influencers receive feedback from their followers from the posts they have shared. The comments and likes of the followers on the content of the influencers give an idea for the promotional activities. The daily, weekly and monthly reach statistics of the influencer that companies will cooperate with in their digital marketing efforts are also important for a realistic approach.

 

Evaluating the digital marketing strategy according to the influencer interaction rates allows you to create the right expectations. The right phenomenon and target audience combination for the right influencer marketing make the campaign successful. When companies find the right influencer, they complete the first step of the campaign with briefs or brand training.

 

 

        4. Working with Micro / Macro Influencers

It is necessary to determine the objectives and processes in the best way for the advertising and marketing campaigns of the brands. Choosing the right influencer comes second in the marketing studies with a strategy. In line with the purpose of the advertising campaign, it is possible to work with a micro or macro influencer. Macro phenomena are mostly involved in the cooperation of brands that want to appeal to large audiences. Micro-phenomenons, on the other hand, are a reliable source for their audience, even though they have a lower number of followers. Collaborating with the macro phenomenon to promote a newly opened cafe or restaurant makes sense. However, in the case of an existing restaurant being transferred to another company, working with the micro-phenomenon provides the desired recycling.

 One of the big indecisions of marketers is whether popular influencers or micro-influencers will provide more efficiency. In a study of Instagram influencers, the rate of likes for micro-influencers with 10,000 to 100,000 followers is 2.4%, while the rate of likes for popular influencers with 1 million to 10 million followers is 1.7%. If you want to spread your message to large audiences, working with a popular influencer will help you. If the importance you give to interaction is more important than spreading to large audiences, you can choose micro-influencers.

5. Track your results

Keep track of influencer marketing KPIs when you launch campaigns to see if you've met your objectives.

Then, once the campaign is over, go over the results to see if it was a success or if it needs to be tweaked.

Apply what you've learned to future efforts. For example, if a relationship with an influencer generates the number of leads you intended, repeat the campaign. If you don't meet your objectives, either end the engagement or tweak it to see if you can get better outcomes.

Influencers are a necessary aspect of marketing campaigns in the age of social media. However, because brands still do not know how to use the right influencers effectively, they are hesitant to establish collaborations as part of their marketing strategies. Unlike professional brand faces, most influencers have different professions and maintain brand collaborations on a part-time basis. Therefore, professionalism expected by brands is often not met and bilateral disputes can occur. In cases where it is not planned and constructed correctly, choosing the right influencer can have negative consequences for both parties. However, with the right influencer selection, if the influencer marketing is well managed, you can effectively meet the expectations of the brand. It is inevitable to be successful in finding the right influencer by following the criteria mentioned above.

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Selda Eski