CONTENT Marketing Ideas

Steps for Selecting Influencers for Your Marketing Campaign

October 23, 2019 | Content Marketing, Influencer Marketing, Paid Media, Social Media

Influencer marketing is one of the most effective and more challenging ways to promote your product, service, or brand. The most challenging aspect of running an effective influencer campaign is selecting the right influencer or group of influencers. Choose wisely, and you can create an impactful campaign that provides excellent ROI. Influencers can break through the clutter of social media and get your message out there. Choose poorly, and you may be wasting your money, miscommunicating the attributes of your product/service, or even damaging your brand. Here are some steps for selecting the right influencers for your next campaign:

Set Clear Goals
Start with a clear picture of what you are trying to accomplish. Are you hoping to raise awareness of your brand, drive sales, generate leads, or build an audience for your own social media channels? Is there a particular audience or demographic you are hoping to reach? Determine what your key goals are and then be clear about how you will measure them.

Determine Your Budget
The list of possible influencers for your campaign may be limited by your budget. Of course, adjustments may be possible or necessary. However, having an idea of what you are willing to spend may help you zero in on the right options.

Determine: Macro vs. Micro
Based on your goals and budget, it is critical to make a decision on the general type of influencer you are considering. There are two main types based mostly on their audience size: Macro influencers have a large following and some level of social media celebrity. These are the influencers that are most often approached by brands, and their prices reflect that; Micro-influencers have smaller audiences, but often have a higher level of engagement and may be more cost-effective, especially when trying to reach specific audiences.

Choose and Follow
If you don't know where to begin your search, there are several platforms in the market such as: GroupHigh, TapInfluence, Upfluence, and Spotlike that keep databases of known influencers. Once you narrow your list, it is a good idea to follow their social media accounts. This way, you can see if they are a good fit for your product, service, or brand.

Develop Clear Expectations
Once you have chosen the right influencer, be sure there is clarity about what is expected from both of you. You should know what and where they will be sharing, and they should know how they will be compensated.

Measure, Adjust, Repeat
The best way to increase your success with influencer marketing is through experience. Since you started the process with clear goals, measuring during and after the campaign will give you some clear metrics of success. Your successes and failures will provide you with even more clarity the next time you are ready to select influencers for your next campaign.

At RG2 we can help you design your influencer marketing strategy and execute it, not only in English, but in multiple languages.