There are a few factors to consider when choosing the proper influencers for your campaign. This blog post will walk you through a few stages that will help you decide which influencers to work with. To begin, you must first define your campaign’s end objective in order to comprehend the campaign’s expectations. Second, knowing who your target market is can help you narrow down the kind of influencers you will need for your campaign. Finally, when executing a successful campaign, knowing how to choose the correct platform is critical.
Specifying your end goal
Selecting the most appropriate influencers is highly dependent on your expectations as well as the rationale for which you wish to utilize influencers in the first place. Are you wanting to bring people into your brick-and-mortar store, have them order online, and/or share information about a new product release? For example, if you have a brick-and-mortar store then you should aim to select influencers primarily from your area. Choosing these influencers that live in your area will allow them to take on site photos giving the campaign an in the moment experience, which in turn brings people to your store. If you are wanting to have individuals outside of your area to place online orders, then the best course of action would be to select influencers who have high engagement. These influencers could then post a series of photos highlighting your products in their homes. This should then be paired with a call to action in the caption to encourage their followers to go to your website.
Identifying your target market
After analyzing what end goal you are aiming to achieve, it is time to analyze who your target markets are. When identifying your target market consider the demographic’s age, gender, geographical location, and marital status; all these factors will assist you in narrowing down the demographic’s needs. Additionally, while determining your target market, evaluate who is most likely to be interested in the value your product or service delivers. Whatever product you are wanting to sell, make a list of the essential values it embodies and then draw a line (or lines) to the demographic groups who place a premium on these values. Finally, selecting relevant markets requires infusing judgements with objective information. Collecting data can be intimidating, but some tips to consider while researching for your product include focusing on newer data collection. You can gather data by monitoring your own sales; if your website is the primary source of sales, you should then be able to break down the purchasing history of all your buyers. Another method is to use your social media platforms to then look at your analytics to view the age, gender, and location of your followers.
Selecting what platforms to market on
Once you have determined who your target demographic is, you can use the information and data you have gathered to make an informed decision on which influencers and platforms to leverage. Using social media networks that cater to an older demographic would be your best bet if you want to target an older demographic. For example, Instagram’s most active demographic is roughly in the 25–40 age range, but TikTok’s most active audience is between the ages of 12 and 25. Choosing the most appropriate platform for your campaign is the most effective technique for landing on the “For You” page of your target demographic.
After reading through this blog, you should have a better idea of the importance of knowing your brand’s objectives and expectations. This will aid you in picking either a broad range of influencers or a specific type. Furthermore, determining your target market will assist you in identifying the demographic you wish to target. Finally, knowing which platform to employ can help you ensure your brand is being seen by your desired target audience. If you are interested in learning more about utilizing the influencer market, to schedule a demo with a member of the Embold team.
