Increase ROI and reach unique audiences.
By identifying three distinct audiences that would benefit from your product or service, you can create clear images of the people you hope to reach. For example, a protein bar may appeal to:
- An aspiring bodybuilder.
- A foodie looking for healthy snacks.
- A busy mom who has to eat on the go.
Singling out diverse segments of your market will ensure you reach relevant audiences without inundating one specific group with your messaging. For example, it’s likely that the top three bodybuilding influencers share many followers.
Determine how to reach each persona by considering factors like age, income, likely employment status, gender, interests, and preferred social media platforms. These demographic indicators can help you pair consumers with influencers who would likely appeal to them.
Create a list of strong influencer options, taking care to incorporate as many relevant platforms, content styles, and creator demographics that you can. To find influencers, use the specific keyword, like bodybuilder or mom, in Google searches, hashtag searches, or on influencer marketing platforms, like Grin, Upfluence, or CreatorIQ.
Depending on your desired platform, you can take advantage of resources such as:
- Facebook for Business’s Audience Overlap Tool.
- Alexa’s Audience Overlap Tool by Amazon.
- SEMrush for comparing up to five websites.
For example, use SEMrush to gauge the percentage of shared audience between different influencer blogs. Choosing websites that will reach unique visitors can help you make the most of your advertising dollars.
Investigate instances of content crossover between your selected influencers and eliminate redundancies.
Narrow down your list by removing any influencers who still seem to share audiences. The following factors are good warnings that influencers may have high levels of crossover:
- Previous collaborations.
- Appearing in each other’s recommended following list.
- Similar demographics and psychographics, especially in terms of age and location.
Include the compensation amount and the content and mentions you expect in return. Give each contact different tasks or unique ad reads. Possible partnerships include:
- Product placement within content.
- Product demonstration.
- Spoken ad reads.
Craft unique messaging for each influencer to use, that addresses the pain points of that specific audience.
For the protein bar example, the bodybuilder’s audience likely cares about the bar’s nutritional macros, while the mom blogger’s audience cares more about how it’s a quick and easy meal replacement. Consider different hashtags, captions, and content types that fit the different audiences.
Focus on unique impressions as well as influencer coupon code usage for each influencer. Use social media analytics, like SeekMetrics, and your influencer marketing platforms to see insightful data.
It may be useful to stagger campaign rollout, so if the first poster saw the most success, it’s likely that your future collaborators were largely speaking to the same group.