With consumers becoming increasingly wary of ‘traditional’ advertising, social platforms and online conversation can now have substantial sway over how people spend their money.
This being the case, influencer marketing has become one of the most effective tools for marketers hoping to reach a large audience.
However, with the likes of Instagram now boasting over 1 billion monthly users, it’s hard to know which influencer is the right one.
When choosing an influencer, it can be difficult knowing where to start. But, it’s important to get this choice right.
After all, any influencer marketing campaign can only be effective if both the brand and influencer are on the same page.
Picking an influencer to work with doesn’t have to be a long, arduous process – simply being clear on your brand’s aims as well as what you want to achieve with the campaign can go a long way in helping you understand which influencer is the right one.
On that note, let’s take a look at some tips to help you choose the right influencer for your brand and your campaign.
Understand your aims
Launching and running an influencer campaign will be a lot easier if you’re clear from the start about what you hope to achieve.
Before you even begin searching the expanses of the internet for the perfect person (or people) to represent your brand, the first step is to come up with a comprehensive set of goals for the campaign.
Not only will this clarify which metrics should be focussed on when it comes to measuring the actual success of the campaign, but it will also simplify the process of choosing the best influencer for the job.
Starting out with clear objectives will make it easier to pick an influencer who can achieve these aims for you, and will also allow you to be more transparent with them.
Having pre-set goals in mind means you’re able to communicate your expectations to any prospective influencers at the selection stage, giving both parties an early indication as to whether the partnership will be a successful one.
Likewise, it’s important to bear in mind some longer-term goals in terms of your brand and brand image.
You should have a sound understanding of what your brand is by the time you’re ready to launch an influencer campaign, but you should also have an idea about what you want it to be in the future, and how any influencer might help you achieve this.
Compile a good short-list of options
Once you have outlined the objectives of the campaign, it’s the right time to start looking for a short-list of influencers that you can narrow down based on your requirements.
It can be daunting knowing where to find the right people, but a good influencer marketing agency will provide suggestions about potential influencers and advise on a marketing strategy to ensure you target the right people on the right platform.
A natural starting point is understanding which type of influencer will be the best fit for your brand, and then going on from there.
There are 3 main types of influencer:
- Micro-influencers – a person who produces niche content and tends to have a smaller following, but a highly engaged and devoted audience
- Maco-influencers have a larger fan-base and are regarded as experts or trendsetters in their particular industry
- Celebrity influencers – big names who have the largest, most diverse audience and will have content on a broader range of interests (but often come with a substantial fee!)
Your brands’ aims (and your budget) will dictate which type of influencer group you should target. The important thing to remember, however, is to make sure their content and audience match your brand and whatever it is you’re hoping to market.
Look at their portfolio of work
Having a familiarity with an influencer’s previous work allows you insights into their content and personality in order to see if working with them will be a good match.
Look at their portfolio of work and see who they’ve worked with previously – and, indeed, how successful the campaign turned out in the end.
This way, you can gather if they’re likely to agree to a brand partnership in the first place as well as whether they would agree to work with a brand similar to yours.
Working with an influencer who has the skills and knowledge to achieve your aims means nothing if their content isn’t a fit for your brand and they don’t share like-minded values.
Remember, any association you make with an influencer will reflect back on you and your brand so you want to make sure it’s a good one.
Go after influencers who are well-respected within their particular community so they can bring a good level of credibility to the product or service you’re offering.
Likewise, when the time comes to working with your chosen influencer, remember to allow them some creative influence – after all, that’s why you brought them on board in the first place.
Audience and Metrics
When you’ve narrowed down a short-list of options, it’s a good idea to start monitoring their audience and taking a look at some important metrics. In terms of audience, ensure that their follower base is in line with your target demographic, whatever that may be, just so you can be sure any content you produced will be relevant.
Once this has been established, look into their activities. For example, look for how often they interact with their followers and see how responsive are they in return. This kind of information will give a good indication of the sort of relationship an influencer will have with a consumer-base.
The number of followers is a factor, but it’s not the only one. Also pay attention to how many likes and impressions the influencer has, as well as how engaged their audience seems to be.
Bear in mind it’s not always about having a large fan-base – micro-influencers actually tend to have a more engaged following, often leading to more effective campaigns.
Social Media ROI: What You Should and Shouldn’t Do [Infographic]
Social media can help brands reach out to their target audience easily. However, developing a strong presence on social media does require a significant amount of investment.
It requires you to put in a lot of time and money.
It’s natural to expect a fair return on your investment. To help you boost your social media ROI, we’ve put together a list of do’s and don’ts.
Let’s first discuss what you need to do to maximize your social media ROI.
Establish Clear Goals
Only if you know what you want to achieve, you can work on building a successful strategy.
To sharpen your focus, it’s a good idea to narrow down your goals. Not only will this help you streamline your processes, but also maximize your ROI.
Collaborate with Influencers
By partnering with influencers that fit with your brand, you can take your social media game to the next level. These influencers have a strong relationship with their followers.
They can help you increase your brand awareness, sales, and reach out to a broad audience. Moreover, provided you hit the right chords, influencer marketing is exceptionally cost-effective.
Now that you know what you should do, let’s discuss things that you should avoid doing.
Prioritize Quantity Over Quality
The key to developing a successful social media marketing strategy is to deliver high-quality and engaging content.
There is a lot of content on social media already. It’s likely that your audience is already burned out from content fatigue.
So, always put quality before quantity.
Forget to Track Your Success
Amidst devoting yourself to creating kickass content, do not forget the most crucial step—evaluation. While this may seem scary, it will help you eliminate ineffective strategies and leverage those that really work.
When done right, social media marketing can be a boon!
You can leverage multiple social media marketing tools to boost your ROI. Plus, some of them are free!
For a list of the best ones out there, read this on my blog shanebarker.com.
5 Steps to Conquering Your Fear of Making YouTube Videos
It’s a scary thought, right? Putting yourself out there for the entire world to watch and judge can be downright frightening. In fact, fear is the number one reason people state for not doing YouTube videos.
Trust me, I can relate.
I was the shy kid in school that hated getting up in front of people. Even though I was pretty comfortable clowning around on camera with family and friends, I never thought I’d be putting myself on YouTube for a bunch of strangers to see.
It took me a year before I got up enough nerve to record my first video. But I quickly learned that the more videos I created, the easier it became.
So here are some tips to ease your fear of making YouTube videos…
Avoid Using a Script
You might think placing a script in front of you is going to ease your fears, but here’s the deal…
If you read from a piece of paper word for word, it might come across very robotic and unnatural. If you need notes, just create an outline with the high-level points and place it right below or alongside the camera.
You can glance at the topics and use those as talking points throughout the video.
Trust yourself. If you know your material, you won’t have any problem expanding on your main points.
Your Editor is Your Best Friend
I remember when I first started doing videos, I didn’t know much about editing. So I would keep recording takes until the videos were almost perfect.
For some videos, that would mean starting over 7 or 8 times. I was creating so much extra work for myself.
You don’t have to be perfect with your takes. Learn to use your editor so you can cut out the ummms, errrrs and awkward pauses.
No matter what software you use, there’s a YouTube tutorial out there with instructions for how to edit video.
Do a Test Run
Some people suggest rehearsing in the mirror. While that is certainly one way to practice, it’s better to rehearse in the actual setting you are going to use for your final take.
Record yourself a few times and watch it back. Jot down two or three things you want to improve upon and do another test run.
Keep doing them until you are more comfortable. I guarantee you’ll get better with every take.
You Don’t Have to Be Perfect
An editor is great for removing bigger mistakes that interrupt flow or reveal incorrect facts, but you don’t have to get rid of every flaw.
Small imperfections here and there make the video seem more natural. Remember, no one expects your video to be perfectly polished.
You can even have fun with your mistakes from time to time. Don’t take yourself too seriously. People will appreciate that, and it makes the presentation more enjoyable.
People often say to me, “I feel like you are sitting in my living room talking to me.”
Not only does being conversational make your audience feel at ease, but it will also help you relax as the presenter. Just pretend you are talking to a friend or family member.
Trying to be extra polished can actually make you more nervous and seem uptight. Relax and remember tip #4.
We Are Our Worst Critics
I remember helping a friend with her videos, and she pointed out all these things she hated about her presentation.
What’s funny is I didn’t notice a single one of them until she brought them to my attention. Then, of course, I couldn’t help but notice after that.
We all have things we’d like to change about ourselves, so the playing field is pretty even there. Also, most people won’t even notice or care about the things that bother you. At the end of the day, if you are giving them what they want, they’ll be happy.
Sure, you may encounter some nasty trolls who try to make your life miserable, but they have delete and block buttons for that. Plus, the YouTube commenting system is very anti-troll friendly.
Just remember, once you conquer that fear, the benefits of creating video outweigh the negatives by far. So go for it!