As social media continues to grow, many businesses have begun to take advantage of the new creator market. Social media influencers have become a large part of today’s market, and companies that partner with these creators have found success after being exposed to their sizable following.
But where do you start when looking for the right influencers to partner with to grow your business? How do you even know if you need an influencer to boost your business on social media?
Do I Really Need A Social Media Influencer?
Influencer marketing has become an important slice of the market when trying to promote a business online. According to Referral Candy, 61% of consumers are more likely to trust a recommendation from an influencer over a brand. Adding an influencer to your marketing toolbox can bring a massive boost to your online traffic.
If you’re considering adding an influencer to your marketing mix, ask yourself:
- Am I doing business in a highly competitive industry?
- Does marketing drive my business?
- Can I reach my customers over social media?
If you said “yes,” then your business has the potential to see some impressive growth by bringing an influencer on board.
How Do I Find The Right Influencer For My Company?
When you think of the word influencer, you might be thinking of big names with millions of followers. While celebrities often appear in ads and fill the same role as influencers, they aren’t the only option out there. Most influencers are just regular people like you and me. They might boast anywhere from a couple hundred to a couple thousand followers. And, depending on what your business needs, these “micro-influencers” can be just as helpful, if not more, than those massive names with their million followers.
Finding influencers can be as simple as taking a look at your target audience’s social channels. Who are they following and interacting with? Which members of the community have large follower counts and are the most engaged with their community? Who is posting about industry events and meet-ups? If you can find the most active members of a community, you have more than likely found your influencers.
When considering who you want to partner with, there are a few key things that you need to consider.
1. Who is my audience?
You’ll want to adjust your search to your target market. If you’re only looking to advertise to a few hundred members of your community, you don’t need an influencer with an international following. Instead, look for smaller creators in your community who have the respect and the attention of your audience. If your target audience is much larger, then consider an influencer with a larger audience and more reach online. The bottom line is, try to find an influencer who already talks to the people you want to reach.
2. What kind of content do they post?
This second question is very important. If you partner with an influencer that posts content outside the scope of your product, then their audience is less likely to check out your business. After all, you wouldn’t ask an eye doctor for their opinion on toothpaste. Remember, an influencer’s credibility comes from the content they post. If your partnership seems out of character to their audience, not only will their followers avoid posts mentioning your product, but the creator will lose any influence they hold over their followers.
3. How often does the influencer post? What kind of engagement do they have?
Make sure to screen your potential influencer’s social media before you reach out. See how often they post as well as what they post about. More importantly, see what kind of impact their posts have on their audience and if their followers are interacting with their content. While their follower count could be high, an influencer with an unresponsive audience is unlikely to generate any views for your product. Look for likes, comments, and shares to judge how engaged and valuable their audience could be for your business. The higher their engagement numbers, the more likely you are to see a spike in interest during your partnership.
4. How will you compensate the influencer?
Once a social media influencer has caught your interest, you need to think about how this relationship will benefit them, as well as you. Remember, they’re running a business too, and their work is how they make their money. Depending on the influencer, this could be as simple as giving them free products to try and show off to followers, or they might want a contract with your company. Weigh the costs and benefits with your chosen influencer and decide if this partnership will be beneficial for both parties.
Is it time to bring an influencer on board? Have additional questions on the best methods to grow your business’s social media? Contact Us! We’d be happy to answer your questions and help you start building your business’s social platforms.