Here are 8 key steps to help steer your brand’s influencer marketing strategy in the right direction:
Reach: How big is the influencer’s audience? Make sure they have a significant enough following to make an impact, but don’t be afraid to consider micro-influencers with smaller audiences. They may be able to make a bigger difference if their audience is more engaged.
Engagement: How engaged is the influencer’s audience? Do they participate in conversations? An engaged audience shows that the influencer is successful at communicating their message and motivating their followers to take action. This is more important than reach alone.
How to calculate engagement? Take an Influencer’s Instagram post and add up the Total Likes and Comments. Divide that number by the Total Amount of Followers.
Likes + Comments / Total Followers = Engagement Rate.
Celebrities or large prominent influencers are usually between 1-5% engagement rates.
Mid size influencers 20,000-100,000 followers can be as high as 5%-20%.
Topics of Coverage: What is the influencer talking about? Determine their commonly discussed topics and dive deep into the details. For example, don’t just look for influencers discussing a broad topic like sports. An influencer could be a sports journalist, but if he/she only covers tennis and you’re looking for a football influencer he/she won’t be the right match.
Original Content: Look at what the influencer is writing about on their blog, posting on youtube or talking about on their podcast. Do their ideas line up with your brand’s? If you can get an influencer to create content on your behalf, your brand will benefit from their influence.
Geographical Location: In what region is the influencer located? Make sure you are looking for influential journalists that are also experts in the target geographic area where you either have a presence or are interested in expanding your brand presence.
Culture and Demographics: In order to reach new audiences it’s critical to tailor your message by age, gender, lifestyle or education. All of these factors will influence how your audience responds to your message. The influencer you target should have an audience that closely mirrors the one you aim to reach.
Preferred Social Channels: What channels do your influencers most frequently use to engage with their own audiences and what is the best way for your brand to reach the influencer? Often, the social media sites where they engage the most are the ones you should use to reach out.
Biographical Information: What other information do you know about the influencer? It’s important to get to know the influencer on a personal level, not just professionally. This allows you to create deeper, longer-lasting relationships. DM (direct message) them and ask about their interests, etc. to build a bigger picture of who the influencer is and where they can best serve your brand.