Congratulations! You recognize that your target audience trusts word of mouth and peer recommendations above all else. Those influencers that inspire change or action are a force to be reckoned with. Amidst the age of digital influence and an overload of recommendations and product ambassadors, how do you cut through the clutter and find the right kind of influencer for your brand?
First, give some thought to who your target audience is.
- Do you know who you’re trying to engage with?
- Are you targeting seniors, millennials or middle-aged single moms?
Once you identify exactly who you’re trying to engage with, embark on some target audience research.
Learn their ways. For example:
- How do they get their news?
- How do they make their decisions?
- What brands are they loyal to?
- Who do they follow on digital platforms?
The way single moms and millennials receive information is vastly different from a retired senior citizen. This is imperative in driving your influencer search strategy.
Once you’ve compiled your target audience research and insights, and note how they make decisions, find the right influencers to reach out to.
- Research key individuals that connect with your target audience and correlate with your brand using your own device and social media outlets.
- Create a short-list of influencers based on the individuals’ “influence score” from a credible algorithm-based source, such as Klout, Kred or PeerIndex.
- Google those influencers and read the content they share and are engaged with.
- Review blogger award programs, especially to learn more about specialty areas like wining, dining and dogwalking, for example.
- Use a media list service like Cision and Meltwater – but note the risks. Some of the contact information could be outdated.
The influencer landscape is newly charted territory for the marketing landscape. It is evolving, so don’t feel defeated by the semantics of it all. So keep calm and influence on! How do you find the right influencer? Tweet us @DEVENEYMKTG and let us know your tips.