Influencer marketing is one of the digital marketing strategies that are widely used by entrepreneurs today.
Its wide reach and fast results/returns are the two main reasons this strategy is a mainstay.
The method is also fairly simple. You only need to choose one influencer who will later promote your business through their social media content.
You can start the step by contacting the influencer of your choice. Usually, after that he will send a rate card or a price list per-service or content that he creates to promote the business.
After you agreed, cooperation was established. The next step, you can send a brief or detailed information about the business or product you want to promote, which will be a reference for him in creating content.
Later, the influencer will create content whose content is in accordance with your requests. For example, what parts or features you want to highlight, and so on.
Then, he will publish it on social media and can be watched by thousands, even millions of followers.
Although it sounds simple, the selection of influencers to promote your business needs to be done with certain considerations.
The goal is for your promotion to be on target and promoted by the right people who can reach your target market.
What are the ways?
Check out 5 tips for choosing the right influencer for your business below!
1. Identify Brand Relevance
In choosing influencers, the first thing you should pay attention to is its relevance to your brand or business.
Tips for choosing the right influencers are choosing influencers who are engaged in the same field as your business.
For example, you are a culinary entrepreneur who wants to promote one of your restaurants through influencer marketing. So, choose influencers who often discuss culinary, traveling, and so on.
This is important because the content focus of an influencer will affect the interests and type of audience.
If you choose culinary influencers, then the audience is mostly those who also like to travel culinary, travel and explore various places to eat, or those who are looking for recommendations for places to eat and culinary attractions.
Therefore, it is the right choice to choose these influencers to promote your new restaurant.
2. Know Who His Followers Are and How Many There Are
Choosing influencers with a large number of followers is the most common way to do it.
That’s because we used to think with the assumption that the more followers, the wider the reach of the influencer’s audience. And when we choose it to promote a product, the number of audiences who see and watch the promotional content will be even more.
That’s not wrong.
Even so, the number of followers is not the only thing that we should consider when choosing influencers.
We must also pay attention to what people or groups follow the influencer.
In terms of demographics, for example, there is a culinary influencer whose followers are mostly young people of high school age to college students.
On the other hand, there is another influencer whose followers are mostly young adults from office workers aged 24 years and over.
If you want to promote a restaurant that adheres to a classic and luxurious concept, accompanied by authentic food menus made from fresh and quality, then it would be better if you choose influencers whose followers are mostly young adults and office workers.
This is because the price range of food in your restaurant is quite high. So, your target market is more targeted at people who are already earning.
Don’t forget to make sure the followers of the influencer of your choice are real users! Not bots or fake accounts from buying followers.
3. Choose Influencers with Good Engagement
Another reason why we should not only consider the selection of influencers from the number of followers is because what really shows the strong interaction between influencers and followers is engagement.
Engagement is a benchmark used to see the level of audience engagement in a marketing strategy, especially social media.
If the engagement of an influencer is high, then when he publishes a content, the number of likes and comments from his followers will be large as well.
Engagement shows whether the influencer’s content is really influential and can increase audience interest.
4. Know the Social Media Used and Its Compatibility with Your Audience
Each social media has a majority of users from different circles.
For example, Facebook is more dominated by users from adults to old people (generation X, baby boomers), while Instagram is dominated by users from young people to young adults (generation Z, Y, and so on).
Well, you have to choose influencers who use social media that suits your target market in order to target potential audiences that match your business.
5. Know the Quality of the Content It Creates
Don’t forget to know how the quality of the content that has been created by an influencer, because this will show his professionalism in working.
You can pay attention to whether the content discusses the topic/product comprehensively, whether the image/video/audio quality is good and taken using adequate tools, editing techniques, solicitation sentences used, and much more.
