Like any advertising campaign, influencer marketing requires a specific goal for your marketing efforts. Is it sales? Brand awareness? Traffic? After identifying intentional goals, you’ll be ready to find the influencers that will be strategic in helping you meet those goals. Larger influencers with a large following may lend to large scale awareness more. The cosign from a large scale influencer won’t be heard as well as a smaller influencer that has an intimate audience.

Audit your resources

Too many brands look outward first. Tap into your existing resources first and exercise those. Usually, loyal customers make for the best representatives for the simple fact that their appreciation and connection to the product is proven. They may be more willing to go the extra mile for content and their message is more likely to be viewed as authentic by their audience.

Stay Equipped

After looking inward, leverage tools to optimize your search. Traditionally, companies use influencer marketing agencies for lists or for matchmaking services. Many brands would consider this is an overpriced option today. As an alternative, you can find online networks that lend to influencer discovery and matchmaking. Many of these tools allow you to post an opportunity and let the influencers come to you. Then you just take your pick.

Direct Message

Reach out to influencers that you admire. Let them know what you appreciate about their work and how they exercise their influence. Effective influencer campaigns are genuine and their credibility can move audiences to purchase. Reach out to them personally on one of the many social media platforms. We always take a focus on building a lasting relationship with an influencer as opposed to one off deals. The only thing better than a collaboration with an effective influencer is a second collaboration with an effective influencer.

What Not To Do

Many brands think that they should find influencers that align perfectly with their image. This is a misunderstanding that limits the effectiveness of campaigns for many brands. To optimize collaborations with influencers, leverage their uniqueness. The best influencers translate your values in a way that resonates with their audience. They don’t mimic them.
Despite all the effort that brands put into having a unified image, each consumer has a different viewpoint of your brand as it relates to them. Don’t focus solely on influencers in your industry. It’s true that fitness influencers have followers who may be prone to purchase a fitness product, but an influencer who is in an industry that is closely related can expand your customer base. You may find that your wellness product resonates with a teacher’s following because it promotes success in the classroom and increased performance for their students.