Tactics and Tools: The Best Ways to Find Influencers for Your Campaign
Influencer marketing is en fuego. Its effectiveness has been proven time and time again. This has led to an explosion in the number of brands who want to leverage the practice. But just because it’s popular, doesn’t mean it’s easy.
Despite the number of businesses utilizing influencer marketing campaigns, an astonishing 75% marketers claim to struggle with influencer identification, according to an Augure study. This is deeply disturbing considering that influencers are the very foundation of the campaign. The bottom line is that if you don’t uncover the right influencers for your efforts, you are doomed from the get go.
Evolve! has launched a number of highly successful influencer marketing campaigns, and we learned a few tricks along the way.
Here are some of the most effective tactics and tools for identifying the most relevant and engaging influencers for your campaign.
In order to obtain to the right folks, you’ve gotten know where, and how, to look. Google is a good starting place to find top 10 lists or articles written about certain influencers within a niche. One of your greatest resources for this work, however, is social media. Search various hashtags to uncover exactly who is talking about topics related to your industry.
But this is only a starting point. Once you’ve managed to unearth a few folks who seem like a good match, dig through the people they follow. Influencers are almost always going to follow other influencers in the same industry. Once you start finding influencers this way, often times it is like a floodgate opens to a network of relevant individuals.
Another thing to consider is keeping your mind open to the types of influencers you are willing to recruit. Mahindra, an Indian automotive company, enlisted the help of foodie bloggers for their wildly successful influencer campaign; not exactly an obvious choice, but the results were stellar.
Also, know that the size of an influencer’s following isn’t everything. Engagement, on the other hand, is. People are well aware that brands are seeking out influencers to endorse their products, and many will purchase fake followers to bolster their numbers. Fake numbers may run rampant, but genuine engagement is something that can’t be fabricated. Dig through the comments section on an influencer’s feed to see how supportive and enthused their fans are.
As a final word of advice on influencer identification tactics, be sure to check out all of a potential influencer’s social channels before nixing them. They might have low numbers and engagement on Facebook or Twitter, but could be an absolute superstar on Instagram or YouTube.
In the digital age, however, there are many more resources to leverage than just manual search. Sometimes you just need some tools to do the heavy lifting for you.
There are a plethora of influencer identification tools waiting to be utilized to help your efforts run much more quickly and smoothly. Engines like Buzzsumo are great for acquiring lists of popular articles from within an industry. This is a fairly easy way to identify some trendy and widely shared folks. Klear is also great for social analytics and it’s super easy to use for some quick research and snapshots of social data.
Little Bird, a favorite here at Evolve!, scours social networks, scanning mentions, retweets, links, and other signals to uncover scads of related influencers for your niche.
Traacker is an end-to-end, keyword based, influencer marketing platform which helps you find, contact, and contract influencers in addition to providing campaign analytics and other useful features.
GroupHigh is another deep research tool, but this one is aimed directly at blogs and bloggers. The platform touts a database of more than 15 million blogs to be poured over to find the most relevant person for the job. The software also features an “Influencer CRM” for managing communications with those you reach out to.
A few bonus tools you might want to check out as well are:
If you can manage to score the right influencers for your campaign, you’re already halfway to success. These are the people who will amplify your message more than any content marketing campaign could do alone. Leverage the tools and tactics listed here, and you are likely to build yourself a killer team of influencers.
Still need help finding folks to spread your credo? Shoot us an email and we can assemble a super solid influencer lineup that could rival the Avengers.