Influencer marketing is the process of using the voice (and face) of trusted personas to hawk your product, service, company. As social space is more and more cluttered with ads it pays to have your brand leveraged by using influence as a marketing ploy. The issue becomes which one and how do I manage the influencer to get the expected marketing and sales results.
Your goal is to create a distribution channel to break through the ad clutter, so finding the right talent match that can help you do this is like a dating selection process - lots of people but you're looking for the right match. There are five key issues which must be addressed in selecting which influencer to use.
1. Who is following the Influencer? Use of demographics and finding out the 'engagement' of the Influencer with his/her posse. Do they comment? Do they tag their friends in comments? The goal being to tap into the Influencer's fan base (which are going to buy, use, and repeat buy) your product or service.
2. Does the Influencer's audience align with your target market? Just because an Influencer has a large fan following doesn't mean he/she is a good match for your brand. Certain personas may be terrific for you while others a complete wash-out.
3. What's the Influencer's history? Follow the Influencer on social media before deciding. Create a secondary account and see how your prospective Influencer performs. Do they make questionable or controversial posts? How well do they fit into your marketing strategy? Vetting the Influencer thoroughly before signing up for their service is requisite.
4. How affordable is the Influencer? Are they a celebrity, wide-range influencer, trail-blazer, or micro-influencer? These are the broad categories in play and each level has its price. Your best bet is to mix as many levels as you can afford, keeping in mind your goals and which demographic you want to reach and engage with. No matter which level you choose, you must research the Influencer's stats so you can negotiate a fair price - it's quality and not quantity you're looking for.
5. What are YOUR goals? Who is your target? What are the expected results from your ad campaign? You will need to set specific benchmarks - such as, awareness, reach, sentiment, or action and have a timetable for results.
Influencer marketing, like all marketing, is to generate new customers, while retaining the old ones. Understanding a talent's influence is essential to a successful match and the requisite marketing impact. Check out WHOSAY and Match Platform for more info.
For Fund-House
Jim Lavorato
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