The word influencer is now a common term in marketing and sales. So far, I think everybody has an idea of the concept of influencer marketing but not the science of it. Only few Nigerian brands understand this and have used it effectively.
There are certain metrics that needs to be considered and put in place when choosing an influencer to market your brand. Usually, the idea is someone famous who has a level of impact on their audience, but there is more to choosing someone famous.
What or Who is an influencer?
Recommendations, criticism and word of mouth spread really fast online and offline like a wildfire. If the criticism is coming from an ordinary person then it might or it might not go viral (you can’t predict virility except it’s scandalous or nothing more interesting comes up). An influencer is someone that can increase the chance of something going viral. These guys are usually very active on social media and blogs. Influencers have various things they can impact. Although, they usually have quite a large number of audiences, if they are not a contextual fit for the brand they will have little or no impact on marketing.
Most brands will say yes to this; but after careful evaluation, you’d find that some do and some don’t. Most people trust personal user review and when you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of this audience, an influencer has the ability to drive traffic to your site, increase your brand exposure, and sell your product through their recommendation or story about their experience. (Careful not to make it a script, people can tell when it’s not genuine).
With the fall of traditional marketing and typical social media marketing, influencer marketing is becoming an interesting and popular way to attract customers and clients. Modern day consumers are blind to billboards and deaf to commercials. Consumers are self-sufficient and want to research a brand on their own and/or hear about it from someone they trust.
Put Your Audience In Mind
Your audience is the focus in all of this, not you and definitely not the influencer. As a marketer, you already know your audience for your brand. To locate the ideal influencer, you need to take it one step further and research the types of topics, blogs, and tweeters that your audience is interested in. Hopefully, they find your brand relevant when an influencer they follow recommends it.
Again, an influencer differs for every brand because, first and foremost, they are a contextual fit. This is the most important characteristic when targeting the right influencers for your brand. For example, Don Jazzy has over 2M followers on Instagram and 1.6M on twitter making him one of the most followed accounts on social media in Nigeria, but is he really the one you want to use to sell a healthy living or diet product?
Reach: After you establish someone as being a good fit for your brand, you also want them to have an equally large reach so they can share your brand content or positive recommendation in a manner that actually will be heard. If your online business sold clothes for men then a mention from a Don Jazzy won’t be a bad idea.
This is the influencer’s ability to cause action by their audience. When you do your background research well and choose the right influencer, then action from influencers mention is inevitable. Remember Influencers don’t force themselves upon an audience. Their audience chose to follow them because they are interested and as such would most likely take an action based on a recommendation from the influencer.
Now that you’ve chosen an influencer, you have to put some things in place. They include:
Personality type: what personality type best sells your product? If you are selling an energy drink then maybe you should be looking at Yemi Alade or Dbanj (they radiate energy).
Genre: Depending on how versatile your brand is, when choosing an influencer, you should look at one or two industries to market it for you. E.g is Fashion and Tech or Music and Business or a combination of all.
Niche: Pick a unique model. Something your competition has not thought of that might work for you.
Topics: Don’t centre your topic on the product, instead around its utility. If you are selling a beauty product get your influencer to talk about their skin care routine instead of just the product.
Type of reach: Be sure the type of reach your chosen influencer has. Do people re-tweet or like their post a lot or are there positive comments on their post.
A true influencer of your brand is passionate about your product or service. And this passion shows through the bright white lines that appear on computer screens and it spreads to those who read their words, which results in many leads for your company! You also don’t leave all the work to the influencer because they don’t know your brand the way you do, it’s your job to reply comments, build leads and follow up based on their influence. So your goal is to get as much content from happy customers as possible.
What do you think of the way Nigerian brands use influencers? Let us know in the comment box below