You could have the most amazing product in the world, but none of that matters if nobody knows about it. Using influencers to endorse and talk about your product is a resourceful way to get your marketing message out to the largest amount of people in the quickest amount of time.
There are proven strategies for finding and securing the right influencers for the job. According to Forrester Research, 6.2% of web users are responsible for 80% of influence in social media. Now’s the time to get off the sidelines and locate the right influencers who can connect with your target audience and inspire others to act. See six approaches to finding the right influencers who are guaranteed to deliver results.
1. Current Customers
I’m sure you’ve heard someone say that the answer was right under their nose. Well, in this case it really is, a brand’s current and active customers are typically the most loyal and passionate fans. They have experiences to share, products to review and recommendations to make to their friends and family. Instead of wandering outside of your network, take a moment to acknowledge the people who have been with you for the ride and have proven their devotion.
2. Social Media Connections
It may sound simple, but many companies don’t take the time to use listening tools and engage with their fans online as much as they should. There are missed opportunities every day because departments don’t make the time to seek out and nurture relationships with their social media fans and customers. Influencers don’t have to be the most popular people with the largest followings. They can be customers who believe in your product and have your back when others might question your integrity or products.
3. Seek Authentic Influencers
The key to successful influencer marketing is to keep it authentic. Authentic influencers take more time to find, but they deliver more in return. Consumers are smart enough to know when a brand delivers fake and unrealistic expectations and messages to them. Customers and clients want to do business with a company they trust and that they know has their best interest in mind. The ReadyPulse Influencer Network is an excellent resource for brands and influencers to come together to launch thousands of prominent and authentic campaigns with great success.
4. Empower Your Employees
As I state above, oftentimes the answer is right under your nose. This is another case where you need to take notice of the solutions that are staring you in the face. Your store associates and retailers aren’t just staff members, they’re customers who know a good product when they see it. The more involved and committed they are to your brand and vision, the better chance you have at fueling positive word of mouth from them to their networks. Give them the tools, enthusiasm and knowledge they need to believe that their voice matters.
5. Match Your Ideal Persona
Humans are naturally driven to seek solutions from the external world, but that’s not always the best way to go. Sit down with your team and brainstorm who you think would best represent your brand in an authentic and trustworthy manner. There’s no reason you can’t document what the ideal influencer looks like and go out and find a match to your company’s persona.
6. Face-To-Face Events
Please tell me we haven’t forgotten how to have a real conversation with another person face-to-face. Yes, we’re usually attached to our phones and constantly checking emails, but that doesn’t mean a brand can’t bring influencers in from in-store exchanges and networking events. Word of mouth is generated both online and offline, so it makes sense that companies find the right person offline and convert their influence to an online platform.
Finding social influencers shouldn’t be a guessing game. There are practical approaches and tactics outlined above that will help you reach your campaign goals and sales metrics effectively and efficiently. At the end of the day, remember that it’s not always about how many followers or likes a person generates, it’s that they’re the right person for the job.