How to Find a Marketing Influencer

We all know how important is to have the right ambassador for your brand. Here is how to find the right influencer and convince him to work with you

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A couple of weeks ago, I published an article titled, The Advantages of Using a Marketing Influencer. The post was positively received (thank you for reading it!), but common questions included:

  • How can I find an influencer?
  • What can I offer them?

Initially I replied to each person individually, but I think it is easier and more beneficial to address these questions in a separate article. Here we go!

How can I find a marketing influencer?

This is a great question with a very simple answer: look at your social media platforms. There is where you will find the influencer who is most relevant for your business.

Of course, there are a ton of agencies focused on influencers, such as IMA, who will search for and identify the best match. Eventually they will get in touch with the influencer for you, as well as run the campaign. If you have a relatively high budget, this can be easy to implement and see the results.

However, if your budget is limited, I recommend you do the research yourself. There are great tools you can use, such as BuzzSumo, or you can simply browse your Twitter or Instagram feeds and see which accounts are relevant for your industry, looking at who has the most followers, likes per post (over 1000 likes per post), and engagement (comments and shares).

Yes, it is as simple as that!

Now that we have a list of relevant influencers, the next step is to approach them and ask if they are interested in working with your brand. That brings us to the second question.

What can I offer an influencer?

This depends a lot on the industry, influencer, and of course your budget. In many instances, the brand (meaning you) offers their products to the influencer, especially if we are talking about a luxury product. In this way, the influencer can test it and offer his or her opinion. Actually, this is quite common. Anyone who follows a YouTuber on regular basis knows they are getting packages all the time from companies, packages that most of the time are opened in front of the camera, thus presenting the packages and companies that are sending them. However, this can be tricky. There is always a chance the influencer will not like the product, so the product could get a bad review. Alternatively, the time allocated for your product could be minimal.

My advice is to approach them in advance and see if they are interested in running a campaign for you. The results are typically better this way. You can also offer a percentage of each product or service booked. You can think of it as an affiliate program.

Last but not least, you can pay them. The amount needs to be negotiated with them directly and can change on a case-by-case basis.

Remember, influencers are always on the look out for relevant and fun content to share. If you have an original idea, influencers may even want to promote or endorse your brand without being paid (or do it in exchange for something else).

I love following creative campaigns, so please let me know how yours goes. Comment below or email me at: veronica@spinideas.nl. Also check out our site: https://spinideas.nl/ for more content or subscribe to my SPIN Ideas newsletter. I will email you once a month and provide an overview of my content.

This article was first published on Medium. 


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