With so many different options available for online advertising, with instant results (think Google AdWords), why are more marketing teams evaluating the opportunity of influencer campaigns? Impacting sales takes more effort that simply directing a consumer to click and arrive on a landing page; it’s a connection that brands must make with consumers, to create a favorable impression. One that ultimately results in a purchase decision.
How to Pick the Right Influencers for Your Brand
Finding influencers is easier than choosing the right ones to work with. To make the most out of your businesses’ investment in strategic influencer marketing, evaluate each potential endorsement, and then pick the right influencers, using these ten criteria.
1. Portfolio of Work
Working with an influencer takes time, capital investment and creative strategy. Working with an inexperienced influencer (regardless of the value of their online audience) can be risky for established brands or start-up’s. Evaluate the portfolio of endorsement work that an influencer has done, and review feedback from other brands who have worked with them, before starting a campaign.
2. Demographic of Social Media Followers
Digital marketing provides results when businesses are clear about their market, and the demographic of the audience they wish to reach. The influencer will be able to provide metrics including geographic location, age and gender to confirm that the advocacy they will provide, will reach the target audience.
3. Quality of Content
What kind of content does the digital influencer create? Are they “how to” videos and blogs? Are they podcasting to reach a diverse audience and grow their followership? Grade the quality of the graphics they produce and other marketing collateral they use when mentioning brands they are promoting, and decide if that quality aligns with your brand persona.
4. Persistency of Communication
How often does the influencer communicate with his or her followers on social media? How regularly are they producing engaging content that entertains, and informs their audience? The average active social media influencer will post no less than five times per week on average, and has a track record of creating regular conversation with followers, to retain engagement levels. Quiet accounts result in an a low ‘listen’ rating, which provides little value for brands.
5. Follower Engagement
Advertisers need to access a large social audience, but also one that is actively involved in the influencer’s channel. If you are a brand paying for endorsement of your product or service, you want it to be seen by people, or the investment (and it’s usually a substantial one) won’t provide any return for your business.
Be skeptical about pages or social network followers that demonstrate low engagement. Does the channel receive replies, retweets or ‘likes’ daily? That is the first indicator of a robust engagement rate. Pay close attention to the pTAT score (people talking about this), and question any influencer that has a large following, but low response rate. In cases of low engagement, two things are probable: a) the content is poor and disinteresting to the followers, and Go to the full article.