While many small business owners may understand the benefits of influencer marketing, the challenge is finding the right influencers with which to partner.
It’s easy to look at a social media profile and be impressed by the number of followers the person has, or the beautiful aesthetic they created on their feed.
However, just because a profile looks like it’s a great fit for your brand, you don’t know for certain without checking thoroughly. This is why carrying out your own research and taking the time to build a relationship with influencers before making an investment is so important.
Taking the time to vet influencers will help you:
- Increase the likelihood of positive ROI
- Limit reputation damage
- Reduce overall costs
I’ve outlined a few tactics that will help you to select the best influencers for your business and program.
Partner with content creators
Not all influencers are created equal. One group of influencers tends to focus on driving the numbers: building a large community with an extensive reach. Others focus on the creation of content. With the latter, community growth has come through followers’ appreciation for their dedication to becoming an expert at their craft.
Both types of influencers have value, but in different ways. An influencer will take your product/service and show their affiliation, hoping their audience will then go on to buy based on their endorsements.
Content creators tend to be more selective in who they choose to work with because of their dedication to maintaining the authenticity of their brand. Content creators bring additional value in the quality of content, as well as the loyal audience they have built in their follower base.
Creators tend to be much more involved in creating a collaborative partnership and using their skills to showcase the value of your product through their own content creation.
By focusing on collaborating with content creators who have built a highly engaged audience, your investment brings in influence and the creative skill to highlight your products and/or services in the best possible way.
Carry out extensive research
As great as the rise and benefits of influencer marketing has become, there is a downside. There are a number of accounts who have purchased fake likes, followers and engagement to appear influential when, in fact, they are not. Naturally, they don’t have any real influence over their community, therefore, investing in them can be very costly with no return to be made.
This means you need to carry out extensive research as part of the vetting process. It starts with studying their audience.
Here are a few key things to look out for:
Look at their followers and following. Are the individuals real? Click through and pay close attention to the content and engagement of the influencer's followers. It should be very easy to tell who is real and who is not. Look for potential bot activity and fake followers. If a significant number of followers appear to be fake, this lets you know this influencer is not a good fit for your business.
Influence is the ability to alter behavior or change opinion. This is only valuable to you as a small business owner if it’s influencing the right people, i.e. your ideal target audience. Without the right audience fit it’s unlikely that, even with a strong influencer behind you, that you will be able to convert to sales.
An influencer will know their audience and they will easily be able to share this information with you. However, it’s important you take the time to research and verify this yourself. Take the time to manually go through the influencer’s account, paying particular attention to who is engaging most.
Don’t compromise on ‘good enough.’ It has to be natural for your brand, for the influencer, and for their audience. This is key in driving up your return on investment.
Level of Engagement and Sentiment
When looking at the engagement of an influencer, you don’t just want to focus on quantity. Pay close attention to quality. Are followers initiating conversations with the influencer? How excited are followers when they reply? Are they interested in taking advice and following the influencer’s behavior? Are the same people commenting on every post?
More importantly, is the influencer replying to comments and using them as a means to keep the conversation going? This will let you know how much the influencer is invested in their community and building strong relationships with them.
If you are going to invest in someone to represent your brand, you want to know they care.
Organic vs. Sponsored Engagement
Paying close attention to the engagement an influencer receives provides a good general indication of how influential an account is. The real indicator is when you take a look at their individual posts. Specifically, focus on the engagement of their organic posts vs. sponsored posts.
It’s very easy to tell. If an influencer is following the correct guidelines, their post will say sponsored and typically include #ad. Plus, Facebook has the special “Branded Content” tag used in both organic posts and in ads. Instagram is rolling this feature out to more accounts. If you come across content that is clearly sponsored but isn’t clearly labelled, this is a big indication that this influencer is not a good fit.
You want to know that people are very engaged in the person behind the account and that content will generally perform as well whether it is organic or sponsored. If you see a significant drop in engagement on sponsored posts, this may be an indication that the influencer’s audience is not receptive towards their offers.
Build a relationship with the Influencer first
Influencer marketing is collaborative. It requires both parties to be aligned and working towards a shared common goal. You want the collaboration to be fun. The influencer should feel like a natural extension of your team.
Take the time to get on a call or video chat a few times before committing to working together. Look for brand voice alignment. Determine if their beliefs and core values match yours.
Ideally, you want to be in a situation where you would each promote one another regardless of a paid agreement being in place.
Understand the Influencer’s past experience
Once you’ve established an influencer to be a good fit for your business, reach out and ask about the influencer’s experience. Having proof of past results is more valuable than looking at vanity metrics. It will show you the real ROI of working with them. Having achieved measured results for other clients eliminates the risk of your campaign not working.
The influencer’s past brand collaborations will help you cross check the quality of the influencer’s audience, skill level and their ability to execute your campaign.
Set clear expectations up front
One of the most challenging steps with influencer marketing is managing the relationship and managing expectations. This applies to both parties. It’s likely you have different ways of working. You need to ensure you both understand one another and collaborate to define the process you’ll both commit to executing.
Part of building a relationship early on will help with this. Do they turn up on time for meetings? Are they sticking to the same key messages? Do they speak with clarity and confidence? Do they bring creative ideas to the table that are win:win? Do you have clear expectations they have shared up front with you?
The level of professionalism that the influencer brings to the table will provide the confidence they will be able to execute on their promise.
As mentioned above, it’s critical the influencer you choose to partner with is aware of, and adheres to, the disclosure regulations of their jurisdiction. You have to protect your business. Find more information on the Federal Trade Commission’s (FTC) guidelines here.
Taking these steps before proceeding with an agreement with an influencer can help protect your brand and ensure you are building long-term collaborative partnerships with mutual gains. Take your time. Be selective. Follow a clear process and start building your business today with the right influencers in your corner.
About Mari Smith
Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.
Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.
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