In the ever-evolving digital marketing landscape, influencer marketing has emerged as a powerful tool for small and medium businesses (SMBs). The right influencer can bolster brand awareness, increase customer trust, and drive sales. However, finding the right influencer for your brand is not always an easy task. This article will guide you through the process of influencer identification and introduce you to influencer identification tools that simplify the process.
Influencer marketing is a strategy that leverages the influence of key leaders in a specific niche to convey your brand’s message to a broader market. It’s more personal and direct than traditional advertising. When compared to channels like Adwords, influencer marketing can offer a more authentic connection to your target audience, especially when influencers are genuinely passionate about your products.
However, it has its own process, which can sometimes be hard for brands that use other channels to understand.
E.g. when talking about Adwords or Facebook Ads, brands pay to show their ‘message’ to a certain audience. In the case of influencer marketing, brands pay influencers to create a message that will trigger their audience. It means that you need a totally different process for these types of marketing.
In general, you need to use all channels (like, SEO, email, contextual ads, chatbots, social media, influencer marketing, etc) together to increase benefits with synergy effect.
Influencer identification is the process of finding and selecting influencers who are relevant to your brand, products, and target audience.
The right influencer:
We’ve already noted that identifying an influencer involves both finding and selecting those who align with your goals. This process requires you to search for influencers and assess whether they match your objectives. You can accomplish this either manually or by utilizing various tools.
Influencer identification requires thorough consideration.
Factors like relevance, reach, and engagement rate are crucial. For eCommerce businesses, it’s also essential to consider whether the influencer’s audience aligns with their customer base. A high following doesn’t guarantee success – an influencer whose followers are genuinely interested in your product category can deliver better results. Lifehack: Check if there are nano and micro influencers among your followers or customers.
So for eCommerce businesses you need to find influencers and check:
You also need to identify influencers who align with your brand values. It means that you need to check their content and background. One of our customers described a fail case when they hired an influencer to promote a new leather shoes collection. And after campaign they discovered that she is vegetarian.
Thankfully, several influencer identification tools can ease the process. It’s hard to say what is the best influencer identification tool for small business, because it depends on your niche, budget, and platform. Tools like Hypeaditor, Heepsy, Modash, or Upfluence can be used as a solution, but you need to check their pricing in case of tight budget.
Among them, trendHERO stands out for its Instagram-focused approach. This tool assists in influencer identification on Instagram, making it a valuable asset for businesses keen on tapping into the platform’s visually-oriented and engaged user base.
For example, let’s use trendHERO to demonstrate how one can identify an influencer on social media through a few straightforward steps:
In most cases, you need from 3 to 10 influencers for a campaign. We also recommend starting with 5 nano or micro influencers for all people who want to launch their first campaigns.
Once you’ve identified suitable influencers, the next step is to integrate this into your broader marketing strategy. The overall steps:
Develop a plan for outreach, content collaboration, and monitoring campaign performance.
Engaging with influencers is not a one-time thing. It should be an ongoing process that involves nurturing relationships, reviewing performance, and adapting your strategy based on results.
In conclusion, influencer identification is a crucial first step in leveraging influencer marketing for your SMB.
It involves careful consideration of factors like relevance, reach, and engagement rate. Tools like trendHERO simplify this process, offering a streamlined solution for influencer identification in social media, particularly Instagram. By making informed decisions and incorporating influencer marketing into your strategy, your eCommerce business can tap into new customer segments, build brand awareness, and drive sales.
If you’re ready to embark on the journey of influencer marketing, give trendHERO a try. Discover how it can help you identify the right influencers and unlock the full potential of your influencer marketing strategy.