There are plenty of statistics to prove that influencer marketing is working, while other forms of digital advertising are on the decline. Influencer marketing is a necessary component to any marketing strategy, and it is important to be sure that you are doing it correctly, which begins with selecting the right influencers for your program.
There are many factors to be considered when selecting social media influencers for your marketing efforts. One of the biggest benefits of influencer marketing is the return on investment that you earn as a marketer. Your influencer selection can greatly impact your ROI, namely because precision in influencer selection greatly reduces waste coverage, ensuring that you’re paying for your message to reach your target audience, and no one else. For this reason, don’t just assume that your entire arsenal of influencers is going to be appropriate for every campaign you run. Choose influencers specifically for the purposes of each campaign, and always keep in mind exactly who you’re targeting and what you want from them. Below are the top 5 criteria to consider when selecting influencers.
Age & Gender – Influencers often develop followings comprised of people similar to themselves. If you’re marketing a product to teenage girls, it may be best to seek an influencer who fits that description as well.
Reach – If you are looking for maximum brand exposure and awareness, you’ll want to pay close attention to Total Reach. While this should never be your only consideration, you shouldn’t disregard it.
Platforms – Every platform offers a unique approach and audience for your programs. Depending on your campaign goals make sure you select influencers who are on the right platform and can deliver the results you’re looking for. For insight into the individual platforms, check here.
Rate – As with all marketing campaigns, there is a budget involved, and an influencer’s rate is an important piece to take into consideration. Don’t be afraid to negotiate, but also be considerate. Good influencers know what they’re worth.
Vertical – This one cuts both ways. Many influencers will not accept an influencer marketing opportunity for a project that doesn’t fit in with the rest of their content, and marketers can easily waste money by expecting that of them. If your highest-reach influencer has never written on a campaign topic before, maybe it’s best to activate someone more appropriate.
Being conscious about your influencer selection process is key to reaping the full benefit of influencer marketing, which is why we’ve identified it as the second pillar of Influencer Marketing Automation.
TapInfluence has developed a software that allows you to easily identify and select the right influencers for your program. You can narrow your search based on any or all of the criteria listed above, eliminating irrelevant influencers from your consideration set. If you’re interested in optimizing your process, contact us today to set up a demo.