With all the advances in online marketing, word of mouth is still a valuable way to get new business. According to McKinsey.com, word of mouth has been shown to influence up to 50% of all purchasing decisions. The good news for businesses is that online word of mouth via social media is more far-reaching than ever before.
What is a social media influencer?
A social media influencer is, quite simply, someone who has the power to influence others through social media. Celebrity endorsements used to be the holy grail of word of mouth marketing, however these days it’s regular people (with lots of followers and powerful follower engagement) that can sometimes make the most impact. By utilising these influencers your business can reach a slew of new customers by piggybacking on their extensive follower base, all while building much sought after brand credibility via their word of mouth.
How to find the right social media influencer for your brand
Before you decide on which social media influencer to reach out to you need to consider a couple of things:
- Do they have a niche? – Most influencers have a lot of followers, but if their followers aren’t part of a niche, or the ideal audience for your brand, you need to look elsewhere. Make sure you’re targeting the right market segment by doing some research first.
- What is their reach? – How many followers do they have? How many of those followers are actively engaged with the platform? How many people do you have the potential to reach?
How to approach a social media influencer
Once you find the ideal social media influencer for your brand, it’s a good idea to take it slowly. Start by engaging with their content and build a rapport with them. Most social media influencers take their credibility very seriously, so be prepared to take your time. Focus on creating mutual value, what is in it for them? It doesn’t always have to be financial compensation, but you’ll need to make it clear what you’re offering in return for access to their followers. Alternatively let 121 Creative start the conversation for you.
Online tools to help you get started:
- Demographics Pro for Twitter (free): this free tool will help you determine if a particular influencer’s followers are right for your business. You’ll get information such as their follower’s average age, interests, location and income.
- TrendSpottr for Instagram: this app will help you find Instagram’s top trending videos, photos and even influencers. You can search by tag or topic to filter results and get results that are relevant to your industry.
- Hootsuite (free): you can use Hootsuite to find out who your target market is engaging with. Discover relevant influencers that may work for your brand by monitoring specific conversations and seeing who has the most reach.
Need help creating a social media influencer campaign for your brand? Contact the team at 121 Creative today to find out how we can help.
