What was once a strategy for a few has now become a necessity. We talk about using influencer marketing in our campaigns and in sectors such as fashion or gastronomy, it is practically necessary to rely on it. Knowing how to choose influencers is fundamental and is one of the main steps to successful actions.
Types of influencers:
There are different types and characteristics of influencers. We have those who are famous people outside the Internet, opinion generators, experts or bloggers. We can also divide them according to the number of impacts and followers in the micro-influencersMacro influencers or conversational influencers.
Brands are looking for influencer profiles that can enhance their social networks to the best of their ability, seeking to create a direct impact on their followers to convert them into customers.
Sometimes we have the idea of campaigning with influencers, but we don't know where to start. We think that the most followed profile is the one that will work for us or that we should work on all social networks. This is not true, therefore, proper planning is essential for success in these online marketing actions.
Steps to select influencers:
Choosing influencers is a personalised task that takes into account the type of target you are targeting. The task can be more difficult than you thought as the influencer market has grown and more and more influencers are entering the digital sector.
This is one of the reasons why influencer representation or marketing agencies are developed. In addition, some offer not only an intermediary service, but also a solution for monitoring and analysing the campaigns to be conducted.
Here are the main steps to choosing the right influencers for your brand.
1. Clear objectives for actions
Why do you need a digital influencer? How long do you want to work together? Are we talking about a specific campaign? Three main questions that you need to mark at the beginning of your selection. You need to be clear about what you want to achieve with the actions of the influencers.
2. Know and segment your audience
It is very important that you know the characteristics of your audience and your customers. We recommend that you create a profile of your ideal customer, including demographic characteristics, habits, interests, information consumption, etc.
You may have variations of the ideal customer profile using this information to segment your audience and define the customer map you will work with. The ideal customer profile helps you to formalise the personality criteria that influencers should have and that you should choose. These features will also have followers or fans of the influential profile.
3. Preliminary list of influencers
Search, find and rank profiles that meet your criteria target audience. Create a table to analyse each profile and evaluate the behaviour of each one. For example, track the number of posts, writing style, images, etc.
4. Type of follower interaction
In your list, you should pay attention to the comments and interactions of the followers of the profiles. Many times there are influencers among your followers. People who, in themselves, have a direct impact on the rest of the subscribers and who have a relationship faithful and durable with influencers. Various tools help you in this process of profile research.
5. Brand and product related to interests
This is essential, and you may already be encountering it if you have done a good audience segmentation. Also, it is important to ask yourself: would this influencer be a customer of my brand?
An action of this type should be as credible and natural as possible, so that the person feels an affinity for the brand. Do you like our products? Often our best influencers are our subscribers and we don't always need the most influential influencer to promote our product.
6. Quality of content
The visual and written content must be in harmony with the influencer themselves. In other words, the quality of the influencers' creations says a lot about the type of community they influence.
Take the time to check if the wording is correct or if the photos, videos or infographics match your brand.
7. Sustainable professional relationships
We recommend that you establish close personal relationships with influencers. Remember that they are working on their own brand and that it has a lot to do with their personality. Therefore, it is more effective to cultivate a lasting relationship and to be able to participate in the different phases of the campaign until you become a brand ambassador.
8. Plan B and crisis management
If you make a first approach to your list of influencers, they may reject you. Either because they are already working with the competition or because of taste. Be prepared for rejection and keep an ace up your sleeve.
Follow our recommendation with these eight steps and you can build your campaign successfully. Knowing how to choose influencers is one of the most important steps in your campaign and will increase your online presence and business sales.