In today's digital world, influencer marketing has become an essential strategy for ecommerce brands seeking to engage with their target audience. Partnering with the right influencers can boost your brand's visibility, credibility, and sales. But how do you find the perfect influencer for your brand? In this comprehensive guide, we'll share a step-by-step process to help you identify and collaborate with influencers who will amplify your brand's message and drive results.
Note: This is guide would be greatly enhanced by having a target buyer persona first. You can still run influencer programs without one, but it will be easier with one, as you will see in the steps below.
Having a clear understanding of your marketing goals and target audience is crucial to finding the right influencer for your brand. Here's a detailed breakdown to help you define your objectives and audience before embarking on your influencer search.
Determine what you aim to achieve through your influencer marketing campaign. This will guide your influencer selection and help you assess their performance later on. Common influencer marketing goals include:
You may be thinking that obviously, your goal is all the goals listed above. While all the goals are appealing, please pick just one and focus on that. Otherwise, you end up with a mess of a campaign and it will ultimately be a failure.
Secondly, you may be thinking "well then obviously I want to drive sales." It is important to note that if people don't know your brand, you need a Brand Awareness campaign before you can drive sales. I'll say it again louder for the people in the back. YOU CANNOT DRIVE SALES THROUGH INFLUENCER MARKETING IF PEOPLE DON'T KNOW YOUR BRAND. BRAND AWARENESS COMES FIRST.
If you already have a defined buyer persona, congrats! You can skip most of the below as you will be using that persona to answer most of the below. If you haven't done this yet, it's not too late! Click the link for the guide on how to create a buyer persona - or hire us to do it for you. Your buyer persona is used a TON in marketing so it will be an investment of time and/or money, but it is definitely worth it in the long-run.
Understanding your target audience is essential for selecting influencers who can effectively communicate your brand message. Consider the following factors when defining your target audience:
By defining your marketing goals and target audience in detail, you'll be better equipped to identify influencers who align with your objectives and can effectively communicate your brand's message to their followers.
Selecting the most suitable social media platform is essential for maximizing the impact of your influencer marketing campaign. Each platform has unique strengths, audience demographics, and content formats. In this comprehensive exploration, we'll guide you through the process of choosing the right platform for your brand and campaign goals.
Research the user demographics of each social media platform to ensure your target audience is active and engaged on the chosen platform. You want to meet your target audience where they are in the most natural and seamless way possible so be sure to consider that when choosing one or more platforms to target. Key demographic factors to consider include age, gender, location, and interests.
Consider the unique strengths and content formats of each platform and how they can help achieve your marketing goals.
Lastly, consider the level of competition and saturation on each platform. While popular platforms may offer higher reach, they may also be more competitive, making it harder for your brand to stand out. Analyze the competition in your niche to determine the most effective platform for your campaign.
By understanding platform demographics, aligning platform strengths with your campaign goals, and assessing competition and saturation, you can choose the most suitable social media platform for your influencer marketing campaign. This strategic approach will ensure your chosen influencer can effectively engage and convert your target audience.
Selecting the appropriate influencer type and niche is essential for a successful influencer marketing campaign. In this in-depth section, we'll walk you through the process of determining the right influencer type based on their follower count and identifying the niche that aligns with your brand.
Influencers can be categorized based on their follower count, each offering distinct advantages and drawbacks. Consider your budget, campaign goals, and desired engagement levels when choosing an influencer type.
We said it once already, but we'll say it again here. When considering what size influencers to work with, think about your budget. Influencers are a brand, for the mid-tier and above, this may be their only gig. You're not paying for one post - you're paying for their clout. If you don't have the budget to work with larger influencers, don't bother reaching out - they don't want your affiliate links, they don't want a commission, they want to be paid for their time and their clout, end of story.
There's nothing wrong with using micro and nano influencers, in fact, at Baotris we prefer it unless working on a campaign that is strictly brand awareness (but even then it will be at least half nano and micro). Your budget goes further, these level influencers tend to have more engaged followers, they're easier to work with, the list of benefits goes on and on. Plus, thanks to the deinfluencing trend, you want to focus on authenticity: authenticity of the influencer and of the brand relationship.
Choosing influencers who operate within a niche related to your brand is crucial for audience alignment and campaign success. Here are some steps to help you identify the right niche:
Another great way to find influencers to work with is to do so by matching audiences, otherwise known as a lookalike. At Baotris, we use Influencity to find influencers who have audiences that look like the brand's social media audience and ones who have audiences that match the target persona. You can achieve these same results using the search filters that Influencity offers such as demographics, but more importantly items like brand affinity. This strategy is data-driven and all but guarantees the success of your campaign when you launch it because you know that your targeting is correct and you have chosen relevant influencers. This is another reason why persona research is SO important in marketing.
By carefully determining the right influencer type and niche for your campaign, you can ensure a strong connection between your brand and the influencer's audience. This strategic approach will help you maximize the impact of your influencer marketing efforts and drive targeted results.
Once you've defined your goals, platform, and influencer type, start researching potential influencers.
Evaluating your influencer marketing campaign's performance is crucial to understanding its effectiveness and guiding future strategies. In this section we'll explain the importance of monitoring your campaign in real-time, and the key performance indicators (KPIs) you should track to measure success.
Keeping a close eye on your campaign as it unfolds allows you to:
Your KPIs will differ depending on what your campaign goals are. For instance in brand awareness campaigns, you would not have a goal for conversions but you may still track them because its good to know the numbers. Ensure your KPIs align with your goals.
By monitoring your influencer marketing campaign in real-time and tracking key performance indicators, you can effectively measure your campaign's success, optimize its performance, and gather valuable insights for future strategies. This comprehensive approach to campaign measurement will ensure you maximize the return on your influencer marketing investment.
Finding the right influencer for your brand may seem daunting, but with careful planning, research, and measurement, you can unlock the power of influencer marketing to grow your ecommerce business. Follow this comprehensive guide to find influencers who align with your brand, resonate with your target audience, and deliver tangible results.