Effective Influencer Marketing

Essentially, through any influencer marketing project, your brand is hoping to piggyback on a relationship that another has already built up with your ideal target market. And much like how someone wouldn’t introduce you to their friends in a good light unless they already had some sort of good relationship with you – it makes sense that you first have to build up the connection with an influencer on a brand to person level before you can hope to be introduced authentically to their audience. So basically it’s not going to be enough to simply identify who you’d like to work with and then throw product and money at them. If you really want their opinion of your brand to be honestly positive, and not just a sponsored advert, then you need to approach this interaction for what it is – building a relationship as strong as the one between the influencer and their audience. Step 1: Identify To identify the influencers whom you wish to build a relationship with, you first need to identify your ideal target audience: Who do you want to be speaking to? How old are they? What are their interests? What are their online behaviours like – which social platforms are they on? Which part of the consumer journey would you like them to influence? Once you find your target audience, then it’s actually pretty simple to find your influencers – they will be the ones that your target market are already avidly listening to,...

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