Influencer marketing is brilliant. Even though we don’t really know the Instagram personalities we follow, we still trust their opinions as much as those of our family or friends. Many businesses are using social media influencers with a large following to promote their services to a specific audience they may not access otherwise. But what if you want to use influencer marketing for your restaurant or nail salon? Even if your business is exclusive to a local area, it can still benefit from this marketing tactic.
Not all influencers are the same. If you want to get the most out of influencer marketing, make sure you take your time and do your research to find the best representative for your services.
How to choose a social media influencer
Who is their audience?
Some businesses are only looking at the surface level. For example, a nail salon would target a beauty blogger and not go any further. But influencer marketing can go deeper than that. Not every beauty blogger has the same audience. One might target teenagers, another might be popular among mothers and others may target companies. You must ensure your target audience matches theirs. Try to be as specific as you can when choosing someone.
The benefit of this is that your services will directly target the right customers, and chances are your influencer is themselves a member of your target audience.
What are their beliefs?
Your influencer will be a representative of your brand. People will associate your business with them. If that influencer has a certain belief, that belief will be associated with your business as well. Therefore, you need to discover your potential influencer’s stance on certain issues. It’s part of determining whether they’re the right fit for you.
Even though influencer marketing is a powerful marketing tool, don’t use it just because other businesses are. You need to know what you’re getting out of it. Like any marketing campaign, your targets will help you determine what works and what doesn’t. Your influencer is more of a partner than an employee, and working with them will help bring the best results.
Even if you find the perfect influencer who shares your business values and is good at what they do, you still need to be prepared for any mistakes that may arise. Crisis communication is crucial when it comes to influencer marketing. Be prepared for the worst, even if you don’t think it will happen.
Don’t rush finding the right influencer. Take your time to figure out your goals and do your research before you reach out. If you can identify why they’re the right fit for you, that will make them more likely to agree to your offer.
Keeping this in mind will help you find social media influencers who will help you meet your goals.