Partnership with Influencers = Thousands Of New Customers Right
Not wrong, but not right. Let's start at the beginning, like everything in life. What is an influencer?
An influencer is a person who has a large number of followers on social networks and has a certain degree of influence over them, this gives them the ability to persuade them, directly or indirectly, to buy your products or services.
That's it, now that we have the definition out of the way, we can start with what we are interested in: is it convenient to partner with influencers?
It certainly is, but like everything else in life, you should think carefully before executing it. It is true that influencers have access to large audiences, but remember that your business will not, and should not, appeal to all audiences. Keep these considerations in mind before approaching any influencer with a business proposal:
1. What is our business about?
I know, I know, it sounds obvious. But it is vital that you are crystal clear about it. For the purposes of this post, let's pretend we have a brand of baby diapers and other products related to infant and toddler care.
2. What is the theme of the influencer you need?
Keep in mind that influencers are also people and have their own tastes. This is reflected in their accounts and in the content they decide to publish. All of this must be aligned with the essence of your brand or business.
We continue with our brand of diapers and so on. It would do us little good to ally with an influencer whose social media content is about ecology, martial arts, art or any other topic.
On the other hand, if we think about allying with a preschool teacher/mother of 3, things change. After carefully observing the content of the social network we see that the theme of this influencer is related to the education and upbringing of children, especially those who still use diapers.
BINGO! It is related to our brand.
3. What kind of followers does the potential influencer have?
Appearances can be deceiving and we can no longer rely on the number of followers blindly. The most important thing will always be the relationship between your product or service and the influencer's audience.
For our diaper brand we are looking for a preschool teacher/mother of 3, but we also want her audience to be filled with moms and dads with young children who are in a constant search for diapers until their little ones are potty trained.
Another necessary aspect is to make sure that the potential ally's audience is not full of bots or fake accounts. We look for real followers, people who exist and are potential customers.
Nowadays it has become more difficult to determine the number of bots that swell the follower count of an account, but this can be appreciated through interactions, which brings us to our next point...
4. How relevant is this influencer?
Remember, we are in search of an authority figure who can drive sales of our diapers and other products (we keep the same example). The best way to determine if an influencer is relevant or not is to look at the engagement they have with their audience. A high amount of comments or interactions guarantees that the internet community appreciates and values the content that this influencer produces, this is a great point in favor.
We conclude then that partnerships with influencers are important to give greater relevance, reach and authority to your brand. But these alliances must be thought through to the last detail so that they are profitable and do not confuse your target group with crossed or irrelevant messages.