What it means to work with an influencer.
Okay, you may be thinking what do I need with an influencer? First, we should get on the same page. If you’re imagining kids making up silly dances on TikTok, then there’s a big disconnect.
What exactly is an influencer?
Influencers are found in every field and they can be anybody. They might be experts in their industry, they might be celebrities, or they might be someone who loves something so much and they share it with others. In our context, there are two main things that make an influencer:
- They have a large following (usually on social media)
- They regularly engage with their followers
A great influencer is someone who has gained the trust of their followers and those followers care deeply about their thoughts and comments. Influencers can be one of the most useful modern tools in your marketing repertoire. They can help you reach new customers by tapping into their large followings.
How do you find the right influencer for your business?
First you need to think about your customers – are they moms on the go who need quick organizing and efficiency tips? Are they analytical geeks who love learning the latest trends in their industry. Once you’ve settled on a main target audience, now you can narrow your influencer search. Consider what types of media they consume. Are they on YouTube looking for solutions? Are they asking for advice in Facebook groups? Are they on LinkedIn commenting on posts in their field? Or are they tuned into an industry-specific podcast? You may need to do a little research here and ask for feedback from your current customers.
Once you’ve narrowed the field, start searching for someone locally – could be a local radio personality, a professor, an at-home podcaster or YouTuber. Consider anyone who appeals to your target audience and shares your business values.
Once you find an influencer that seems like a good fit, send them an email introducing yourself and explaining why you think they’d be interested in working with your company. They go from there to see if they’re interested in working with you.
You may even be the influencer you’re looking for! Build up your social media presence by sharing your expertise with others in the industry, following like-minded people, commenting on their content and replying to comments on posts – you’ll be amazed how quickly your network grows.