With so many billions of users on social media, not leveraging influencer marketing to boost your brand is a big mistake. Knowing how to find the right influencers can indeed help you build brand awareness, drive traffic to your website and increase your sales.
In this guide, we’ll show you how to find influencers to put together an effective influencer marketing strategy.
5 Tips for Finding Influencers for your Brand
Influencer marketing is definitely not just for celebrities. Brands are turning to influencers who have built smaller but very engaged audiences. Here are some ideas on where you can find influencers for your business:
Influencer marketing platforms
The influence marketing platforms can help you find influencers for your business quickly, easily and without hassle. They allow you to search their influencer databases and filter by reach, category, engagement, social platforms, etc. You can carry out effective outreach and even launch, track and measure your campaigns using these platforms. Heepsy is one of the tools you can use to find the right influencer for your brand.
Heepsy’s features can help you find unlimited influencers, spot fake followers so you only work with the influencer who has good engagement, and help you organize and reach your audience by creating influencer lists, exporting data and starting a conversation.
Influencer marketing platforms like Heepsy can search 7 million Instagram and Youtube influencers for your business and perform analysis based on audience demographics, categories, and authenticity among other filters.
This tool is recommended for marketing agencies, advertisers and brands (especially e-commerce) who interact with influencers. Certain sectors lend themselves particularly more than others such as fashion and beauty, hospitality and travel or the food industry. Heepsy is the perfect instagram marketing platform that can tailor your search to find Instagram and Youtube influencers in your industry, and discover new possibilities for your influencer marketing.
The use of hashtags
Hashtags make content searchable and accessible on social platforms. So look for hashtags that may be relevant to your brand. It can help you find influencers for your business.
You can have different ways to find relevant influencers on Instagram:
- Search Instagram for #sponsored, #ad, #blogger or #influencer and see the results.
- Find the most popular posts based on a hashtag in your industry or specific location.
- If the post author has a decent number of subscribers and a good engagement rate in those posts, then you can add them to your list of potential influencers.
Use of social media
The easiest way to find influencer people who are right for your business is to find people who are already talking to you. Blog posts or social media mentions about your brand will help you find influencers for your business.
Social media monitoring or listening tools can help you find influencers who talk about you or your industry. For example, someone may have posted articles on yoga accessories. If you are dealing with such products or something similar, you should definitely engage with them.
Google Alerts is another method of helping you find influencers for your business. Set alerts for keywords relevant to your brand. This will help you find people who write on topics related to your industry or products. This can help you find posts containing your mentions. It also allows you to find advocates for your brand.
When looking for influential bloggers for your business, read their post history to see if they are writing on relevant topics. View statistics from their domain authority and social media and contact those who meet your criteria. It can seem like a fairly time-consuming process to find influencers for your business.
Fortunately, there are tools that can analyze all of this data like Heepsy’s outreach feature.
The criteria for choosing the right influencers
Once you have found all of the potential influencers for your brand, the next question to answer is whether the influencer list is the right one for your brand where the Heepsy tool can help . Either way, without further ado, here are some tips for finding the right influencers for your brand:
Before delving into unique visitors and other static metrics, it’s important to consider how well a blogger’s content aligns with your messaging. Read this blogger’s archived posts to get an idea of what kind of consumer he is.
You may need to focus on defining your target audience and niche first and look for an influencer who has a similar target audience and niche to your brand.
The target audience
The audience is one of the three cornerstones of any influencer marketing strategy. And this is where many brands go wrong. They fail to ensure that their target audiences are those who follow a particular influencer. That’s why knowing your audience is the first step in finding influencers for your business.
I already touched on this topic in my previous article , which stressed the importance of this part. My suggestion is to always work with influencers who have audience alignment (by their personality and content) and those audiences also represent your audience and target market.
For example, let’s say you have a beauty mark. In order to sell your products, you decide to work with a beauty blogger. First of all, you need to understand that not all beauty bloggers have the same type of target audience. Some may target millennials as an audience and others may target mothers.
You need to make sure that your target audience is the same as that of your influencer. This is a must when you want to find influencers for your business, as the right ones will ensure that your products are presented to relevant audiences.
The theme or niche
What makes these new influencers even more powerful is the niche content they produce, often in a very specialized field. Millions of bloggers post content in popular areas such as children’s education, food, fitness, fashion and entertainment.
These influencers can be further segmented to reach specific consumers like parents of teenagers, pet lovers, marathon runners, tech freaks, and organic cooks.
Choose the right social network
An influential person can have various social media accounts such as Instagram, Facebook, Twitter, or even LinkedIn. Therefore, a marketer needs to develop a social media marketing strategy that is most suited to the use and how to convey the right message from each of these social media in order to achieve the KPI and the target market that have been determined.
Marketing strategies that involve influencers or KOL (Key Opinion Leader) are usually carried out by B2C companies. But in reality, B2B companies can also benefit from this strategy, provided that they can choose the right influencer or KOL, depending on the expected marketing goals.
It is therefore important to identify the character of each influencer or KOL, and his followers. Because some are classified as celebrities and are good at raising awareness; others are categorized as experts or opinion leaders who are more suitable for building brand credibility, and even gaining mass media attention.
When determining who to influence, you shouldn’t just be surprised at the number of followers. Because it is possible, the influencer has more than 100,000 followers, but he only receives 100 likes or 2 comments. This can be a sign that the followers are not originals or that their followers are bot accounts (not an active account).
It is therefore important to note the engagement of influencer accounts. Marketers need to know how audience engagement gets done in their position. Because after all, an influencer will later become the link between a brand and its audience.
Find influential people whose personality and style match your message and your brand values. Such resonance will make the content truly engaging and relevant to your target audiences.
Plus, it’s best to work with an influencer who makes the recommendations appear genuine with their own unique way of communicating. Their posts (especially any brand-sponsored content) shouldn’t sound like something they’re talking about just because they’ve been paid to do so.
A good influencer is a passionate person who really cares and has great empathy for their vertical. She keeps abreast of the latest trends and knows when the trends are going to die out. A passionate influencer can talk endlessly about all aspects of their vertical, and they can do so with confidence.
You can be sure that an influencer who has empathy and is truly passionate will take the time to learn what your brand is because you are a part of their space. They want to make sure the partnership works because they know what you stand for and how it fits their audience and their area of expertise.
Empathy is a must and is part of the inbound marketing strategy that is effective these days. Empathy-based marketing is about putting yourself in your audience’s shoes to understand their experience and how we can best help them get what they want.
The reach and number of followers
While not the most important metric, scope is certainly a valid consideration. However, marketers should resist the urge to consider unique visitors only as a measure of reach. Traffic and followers are only meaningful to the extent that the influencer reaches your brand’s target audience.
For example, if you are a hotel chain or car seat manufacturer, a travel blogger with low reach is more influential than a food blogger with 100,000 unique visitors per month.
It’s also important to consider what other social platforms your customers are visiting. If you are a fashion or food brand, someone with a large number of fans on Twitter or Instagram might be more valuable than a person on Facebook with a large number of fans.
The right influencers can lead your campaigns to success. For the best results, you need to focus on building long-term relationships with your influencers. Offer fair compensation, introduce them to your networks, share giveaways, and stay in touch even when you don’t need it. Such actions will allow your influencers to invest more in the success of your campaign.
Author Bio – Vishal Garg has several years of experience in digital marketing. With good expertise in advanced marketing and promotional strategies, he has helped numerous brands establish their online niche with his out of the box internet marketing strategies and lead generation capabilities. Currently, he is running a successful digital marketing company in Jaipur