It’s no secret influencer marketing has been a hot topic for marketers this year. The question is no longer why to execute an influencer campaign, but how to find the best earned influencers for your campaign.
Over the next three weeks, we’re going to be tackling how to identify high-quality social influencers. This week, we’ll start with relevance.
Social Influencers Are Subject Matter Experts
If you spend any time searching for influencer marketing campaigns gone wrong, chances are you’re going to see at least one social influencer trying to promote something they’re not a subject expert on.
If an influencer is trying to endorse a campaign they’re not an expert on, it’s simply another product endorsement. Social influencers are known for being experts on whatever subject they create content around. If you’re a B2B software company reaching out to shoe bloggers, you’re not going to get the content you want.
Find the influencers who are actually influential in your market. Don’t worry so much about the audience size as you do someone who is putting out great, relevant content that is being engaged with. Micro-influencers are significantly more engaged than macro-level influencers anyway. Someone who is putting content out directly related to your brand is far more important than how many followers or views an influencer gets.
Just because a social influencer posts some content relevant to your brand doesn’t mean they’re as relevant as others. Do a deep dive on their blog, YouTube page, Twitter–whatever that looks like for that specific influencer. Make sure their standard of excellence for their content is up to your brand’s standards.
Is your brand or industry something they’re posting about on a regular basis or was it a one-time piece of content? Influencers who are truly knowledgeable in your industry will consistently post content on the subject.
To see the greatest return on your influencer marketing investment, social influencers have to be relevant to your brand. It’s what make the difference between a decent influencer campaign and one that’s over the top great. Connect with us on social to see our next post in the series!