By Courtney Moser
It’s not what you know, it’s who you know.
Or is it? At FYI, we’d modify this piece of professional wisdom to read “It’s what you know and who you know,” but that wouldn’t be nearly as catchy. So instead, we’ll have to settle for explaining why both knowledge and connections matter in the world of influencer marketing.
Did you know, for example, that 92% of consumers turn to people they know for product or service referrals? And when it comes to retail research, 60% of consumers said they’ve consulted blogs or social media before shopping or making a purchase. This knowledge is critical in order to understand the importance of influencer marketing. You have to connect with the right influencers to be in front of the right eyes at the right time; to increase reach, awareness and engagement.
Ultimately, the goal of influencer marketing is to turn your influencers into brand advocates. To do this, you have to have a solid grasp on your own audience and know as much as you can about them: how old are they, what kind of blogs do they read, what are they interested in, and of course, why would they want your product or service? Then, you can connect with influencers who have similar interests, goals and high-reaching blogs or social platforms.
An influencer’s audience demographics should align with your target audience. Having this commonality provides a great starting point for cultivating an authentic relationship. Of course, relevance is just as important when it comes to content.Once you’ve found influencers who seem to fit with your brand, you should research their content and social networks. High-quality content is key when individuals are aligning themselves with your brand publicly. You want them to not only be creative and engaging, but professional and relevant as well.
So, how do you find the right influencers?
- Know your own audience
- Research their audience and content
- Add value and cultivate relationships
Don’t forget – this is all about relationships. It’s not just about brand sales or numbers, but adding value for influencers and consumers. As Forbes says: “When you select an influencer to work with, start by making an investment in them. Give them something worthy of sharing with their followers beyond samples and a product shot.”
Ready to learn more? Check out our best practices series here.