Years ago, influencer marketing was about getting a celebrity to sell consumers on your product(s). In this age anyone can be an influencer– your best friend, a YouTube personality, or even an instagram profile with 5,000 followers. Are they trustworthy? If so, they can recommend a product or service. Influencers can be a critical part of your brand’s sales strategy. However, before you initiate a relationship with an influencer try to keep the following 5 things in mind.
1) Shared interests
Does your potential influencer share your interests? If so, their followers most likely will as well. Can your brand and your influencer work together? Is your brand motor oil and your influencer rooted in green energy? Is your brand ice cream and your influencer is rooted in a healthy lifestyle? Get the picture? Well then don't offer your camping gear brand to a city living influencer!
2) Numbers and niches
Work with influencers that are in smaller niche categories. Its not all about the size of the audience, ever hear of quality over quantity? Influencers with a smaller audience but in a very specific category can be amazing for a brand! Offer your snowboard wax products to an up and coming snowboarder with a growing list of followers.
3) Listen to the influencer
Work together in developing the right message to your influencers followers. There's nothing that can sour a relationship with an influencer like ignoring their ideas. Its not just about the number of followers, they've gotten those followers for a reason... Use their insight & knowledge...
4) Pay your influencer
Working with an influencer can be a major spark for sales. Influencers have worked very hard to build their own brand and to obtain lots of loyal followers. No one works for free and cases of Red Bull only go so far... Come up with a fair payment schedule for each coordinated post or promotion and stick to it...
5) Track ROI and use the data
Its been said in many a business course that one must "measure and track everything that can be measured and tracked". Quantify posts, shares, re-tweets and comments on each social media platform. Measure referral traffic to your e-commerce site and their correlation to your influencers activities on your behalf. Determine if the ROI (return on investment) is sufficient and, if not, utilize the data to encourage a dialing up of efforts by your influencer.