Social media influencers can play a critical role in your marketing strategy. Partnering with the right one can give you access to the influencer’s blog and social media channels, and connect you to a precise audience segment that your business otherwise may not be able to reach.
However, there’s a misperception that collaborating with social media influencers is only for consumer brands – fitness, fashion, video games – not B2B industries such as building products.
Partnering with the right social influencer can amplify your message with key audiences – regardless of industry. So how can your business identify the right social influencer? Try these tips:
Ask for Analytics
All major social media sites have robust analytics programs that social influencers can access. Before you commit to an influencer based on their subscriber count, have a conversation about their audience.
Serious social influencers regularly review their stats to focus their efforts on top demographics. They know who’s visiting, what they like and how they respond. In the same way you request a report from a TV station before an ad buy, ask for a similar report from a social influencer. Not only will their response show a true mastery of their audience, it also will showcase a business sense that will help reach your target audience.
Look for Consistency
The size of the audience that follows a social influencer is one thing – reach is quite another. For instance, the YouTube view count to subscriber ratio is an important metric that shows the difference between a live marketing channel and one that may be too general.
Look for social influencers who maintain a consistent view count for all posts, not influencers who seem to lose their audience and gain it back intermittently.
Find Subject Matter Experts
You’ll find your niche in the world of social influence by looking for people who’ve mastered their craft. Social influencers usually connect their rates to the audience size. If you find someone who’s early in their platform development but knowledgeable about the subject matter, you may be able to secure a discount for their services.
Material on the internet stays forever, so as an early influencer builds their audience, your sponsored content would continue to reach new followers. Subject matter mastery drives new followers to an influencer. In fact, if your brand is somewhat established, you may give a social influencer the boost they need to attract new audience members, which would benefit you both.
B2B or consumer, there’s a social influencer who can help connect you with your audience. The right one will amplify your message with precise audience segments your business otherwise may not be able to reach.
Social media influencers can help you reach a specific audience segment and provide access to their blog and social media channels.
No, collaborating with social media influencers can benefit B2B industries as well, such as building products.
You can identify the right influencer by asking for analytics about their audience, looking for consistency in their engagement, and finding subject matter experts in your niche.
Ask for a report that outlines their audience demographics, visitor behavior, and engagement statistics to understand their audience better.
Consistency in engagement indicates that the influencer has a reliable and engaged audience, making their reach more effective for your marketing efforts.