5 Strategies for Finding Influencers and Managing Them
Today's influencers are shifting the paradigm of what most consumers consider entertainment. The evolution of social media and content platforms like YouTube, Instagram, and TikTok has changed the entertainment industry (and what constitutes a celebrity) over the last decade.
Finding influencers to promote your brand is one of the best ways to increase your company's profile and attract a loyal following of repeat customers.
There's a suitable influencer out there for almost every product or service. Even brands like Mr. Checkout Distributors are touting the benefits of using influencers in their marketing campaigns. It's not just some niche strategy used by hipster brands to attract customers.
Still, finding influencers that are right for your brand is only the first challenge. Once you have a working relationship with a group of influencers, managing your influencer contacts can be challenging. This blog will show you how to find influencers and manage them effectively.
Influencers are an essential part of any modern marketing strategy.
Finding and managing influencers is one of the key challenges for brands that want to engage with a wider audience.
Finding the right influencers for your brand starts with understanding the personas, platforms, and people using different social media and content sharing sites.
Managing your influencer relationships is just as important as identifying the right individuals for your brand.
Why Finding Influencers is Vital for Your Brand
Influencers aren't a new phenomenon; everyone is familiar with endorsement deals from celebrities and pro athletes. But modern influencers are self-made brand ambassadors who create original content and spread the word about your company to millions of people using platforms like Instagram, TikTok, and YouTube.
Consider the following:
In 2021, 50% of brands depend on influencers for their marketing campaigns.
More than 50% of ecommerce brands use influencers regularly.
About 20% of brands have only started using influencers in the last year.
The influencer marketing industry will grow from $9.7 billion in 2020 to $13.8 billion this year.
Whether you are just getting started with influencer marketing or well versed in the industry, the five tips below will help you find the right influencers for your brand.
1. Choose the Right Social Media Platform First
Each social media platform attracts a different audience. You already know what personas you want to target, so finding the influencer that's right for you will largely depend on the social media platform that most of your customers already visit daily.
For example, Facebook is popular with males aged 25 to 34, while women of the same age range prefer to use Instagram. TikTok, by comparison, has the most 18 to 24-year-olds, and LinkedIn is the go-to site social platform for adults 46 to 55.
Before you start identifying specific influencers, you'll need to know what platform your ideal audience personas are using and whom they are engaging with regularly.
2. Start Your Search with Keywords and Hashtags
Keywords and hashtags are the best way to create a Venn diagram that links the individuals you want to associate with your brand to the product or services you provide. Once you understand the customer persona you want to target and what social platforms they use, start tracking the keywords and hashtags associated with your industry to identify which influencers are already engaging with your target audience.
After you identify specific influencers that you would like to use for your campaigns, it's time to vet the individuals before you engage. Keywords and hashtags will help you see the latest trending topics and the individuals that post about them. To ensure an influencer is a good match, you'll need to study that person's post history and presence on all social media platforms (not just the first profile you found).
3. Research Your Competitors
Although you want to be authentic and not just copy what competing brands are doing, it's good to know how they approach the same challenges. Check out what influencers and hashtags your competitors are using across their social media and content platforms. You'll quickly see where the best organic engagement is coming from and how you should set up your own strategy.
Another benefit of this approach is that you'll see which influencers fall within your target personas. If someone is already posting about your niche, they're more likely to accept your campaign if you offer it.
4. Use Google – Intelligently
Google is a powerful tool in the right hands. First, if you rank highly in Google's search algorithms, you'll attract more visitors to your site, leading to increased conversions and higher sales. Secondly, Google is unmatched as a research tool when you need access to the latest trends and topics that influencers are discussing.
Few people know how to run a highly specific Google search. Check out the tips below:
Add the site to the search – If you include "site: Instagram.com" in your search, you'll find the best results for Instagram.
Remove certain results – If you keep getting false-positive results, use "-keyword" to exclude that specific keyword from your search.
Geo-target your search – To refine your search to a specific location, you have to include that area name with your keyword (instead of just changing your region).
5. Use Influencer Tools and Platforms
Agencies, creator networks, and influencer platforms are a popular way to quickly find influencers for your brand. If you're planning a campaign that requires you to orchestrate many individuals across multiple social platforms, this is the most efficient way to manage all your content and posts from influencers.
Make sure you vet the influencer platform you want to use just as you would with the influencers you select. You can also opt for a white-labeled influencer relationship management platform to keep track of all your influencer contacts, deliverables, and payments to influencers.
Maximize Your Influencer Marketing Efforts With Paladin
If you’re looking for an easy way to find influencers, manage campaigns, and report on their performance, Paladin can help. Save time and improve the effectiveness of your influencer marketing initiatives, all from a single platform.
Want to learn more? Schedule a demo of Paladin’s influencer marketing platform today.