Below is part three in our series of blog posts about Amplifying your Content Marketing with Social Media Influencers. Today, we will go over the importance of choosing the right influencers in a social content marketing campaign. Want to skip ahead? Download our free eBook now.
Herding cats takes a special kind of cowboy, er, catboy. Catboys harness certain skills that allow them to wrangle in wild short hairs. Much like the wild short hairs of the west, online audiences are hard to corral in to a loyal following. Luckily, social influencers possess many of the same skills of those tough catboys.
The influencers who have the most loyal audience—an audience most likely to trust their opinions—are specialized in the topics they write about, and the tone in which they communicate speaks directly to a specific niche. It’s not just about finding a random “mommy blogger” to review your state-of-the-art 4-in-1 pacifier/thermometer/heart monitor/battery charger. Perhaps a male tech blogger who happens to have a 6-month-old and writes to a demographic of 28-to-35 year olds (lots of new parents!) who are into high-tech devices would be a more impactful content creator for you.
Ask yourself what your target market likes to read and where they spend their time online. Then find social media influencers who live in that space.
Don’t base an influence marketing strategy on the influencer. Base it on the customer. Meaning, if you care about your customer and look for those they value, you’ll naturally find those who influence their decisions.
-Sam Fiorella, Co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing
Where to Find Them
Your first instinct might bring you to Google, where you’ll certainly find a lot of social content creators, influential ones included. But vetting individuals who pop up in search results is time-consuming and generally unfruitful. You won’t be able to measure the many factors that go into gauging someone’s baseline metrics around viewership, audience composition, and community engagement. You also won’t have any idea who is missing from your search results, and that might be the bigger loss of all.
A database, such as GroupHigh or BlogDash, is an option that will do the filtering for you. These are databases rich with social media influencers, indexing them by the millions every day. Moreover, you can search and filter them by location, industry, keyword, and more. Some databases even offer metrics like page rank and social statistics.
The TapInfluence marketplace is an end-to-end platform that vets influencers prior to bringing them in using dozens of filterable values. Marketers then build and launch assignments, preview posts before they go live, follow along with reader engagement and program progress, and calculate ROI on a program using tracked metrics on engagement, shares, likes, and more.
Having clearly laid out data to utilize when building successive influencer programs yields enormously successful influencer campaigns that target more precisely and result in higher conversions each and every time.
Carefully choosing the best social media influencers for your social content marketing program will help you better reach you end target: the customer.