In the digital era, influencer marketing has become a powerful communication and engagement tool for brands.
Influencers are people that create content on social media and have a solid foundation of followers to whom they can influence with their reviews. This makes them strategic allies for a lot of companies to promote their products or services.
However, not every influencer is suitable for every brand, and choosing the proper influencers is basic to ensure the success of your strategy. Below, you will find a step-by-step guide to help you with this process:
Define your audience and goals
Before you start looking for an influencer, it is important to know your marketing goals: what do you expect to achieve with your influencers marketing strategy? Do you want to increase your brand's visibility? Do you want to boost your sales? Do you want to improve the image of your company? Do you want to generate authentic, quality branded content?
It is also essential to know your audience: who are your target clients? Which age gap are they in? What are they passionate about? What do they dislike? Which is his purchasing power? What kind of influencers are relevant for them?
Search and analyze your influencers
Once you have defined your goals and audiencem it is time to search and analyze influencers. Make sure to review their content, their style, their way of communicating and their brand image.
Does their content align with your brand's values and principles? Are they authentic and real on their approach? Do they have an active, commited audience? Review their engagement to verify that their followers are real and not bots.
Lastly, don't forget to check their demographic and geographic metrics to make sure that their audience meets your target audience. For this, it will be necessary for them to send you their metrics, since the ones that they exist on different platforms tend to be pretty generic and less accurate.
Evaluate the authenticity of your influencer
Followers value authentic influencers that share real and honest content. Evaluate the influencer's authenticity by reviewing the comments on their posts and their actions on social media.
Do they share original and creative content? Do they interact with their followers? Have they previously worked with brands similar to yours? Search for spontaneous influencers that meet your brand's interests to ensure a successful partnership.
Review the content quality
The content that influencers post must be cohesive with your brand's image and get the attention of your target audience. Make sure to review influencers' past content to evaluate its quality and cohesion throughout time.
Do they share content that may adapt to your brand? Is their content relevant, attractive and high-quality? Are their videos, live streamings or photographies of a medium-high level?
Verify the credibility and reputation of your influencer
Credibility and reputation of your influencer are key to choose an influencer for your company. Research on social media, verify if they have worked with known brands before and whether they have had any recent controversy. A good reputation and credibility of an influencer can back up the image and trust of your brand.
Study the cost benefit ratio
The price to work with an influencer can fluctuate, and it is important to study the cost-benefit ratio before choosing an influencer for your brand. Consider the reach and quality of your influencer in regards to your designated budget - some influencers may have high rates, but offer a big ROI in terms of visibility and sales; other influencer may be more affordable but have less engagement. Thoroughly study the cost-benefit ratio for each influencer to make sure that you are getting the maximum return on your investment.
State your expectations clearly
Once you have selected and influencer for your brand, it is crucial to establish a clear, open communication about your expectations. Clearly define the collaboration details, such as the type of content you are expecting, posting calendar, key messages that you wish to transmit and any other requisite that you may have. Stating your expectations clearly from the beginning will help to avoid misunderstandings and will guarantee a successful partnership with the influencer.
Choosing an influencer for your brand calls for a careful investigation and analysis. Define your objectives and audience, research and analyze your influencers, evaluate their authenticity, quality content, credibility and reputation, as well as the cost-benefit ratio.
Clearly state your expectations and make sure that the chosen influencer aligns with the values and image of your brand. A successful collaboration with an influencer may generate a bigger visibility on your brand, increase your sales and strengthen the conecction with your target audience.
If you need help with his process, don't hesitate to contact us! L3tcraft has more than 10 years' experience as an Influencer Marketing Agency and we are here to hekp you to define strategies, choose influencers and manage your campaigns! 😉