Build brand awareness.
Consider your target audience’s:
- Pain points.
- Preferred social media platform.
- Communication style.
Your current audience’s demographics and characteristics can be found in social media account insights, CRM data, surveys, and historical data from what has worked and what hasn’t. Voice-of-customer research is another powerful tool to understand what messaging your target audience likes, and it’s done through customer surveys and interviews.
Decide what type of influencer to look for to reach this target audience by using audience research.
Construct an ideal influencer profile to help you during your search. Who appeals to and interests your target audience? Fill out these influencer criteria based on research and insights on your target audience:
- Age range.
- Personality type, like humorous, informational, or compassionate.
- Specialty, like guest blogging, video content, or running Facebook groups.
- Platform they use.
- Audience size.
Look for influencers that fit this criteria by searching online, using influencer marketing platforms, and looking through relevant hashtags.
Some ways to find influencers:
- Search top [your industry or niche] influencers on Google.
- Look through relevant hashtags.
- Use an influencer platform like Cohley, Grin, or Influencer Marketing Hub.
- Ask an influencer agency.
- Look at popular blogs in your niche.
Look at their engagement rate, follower count, niche, and their audience demographics. Make sure their audience and the influencer’s content seem to be inline with your goals and brand. For example, if you are looking to reach a Mom buyer persona, make sure the comments look like they are coming from that demographic.
Choose the type of content for the campaign, based on your target audience’s preferences and your influencer’s expertise.
When considering what type and format of content to create, look at your influencer’s expertise and experience, as well as your target audience’s estimated preferences.
For example, Aerie knows how to reach their target audience on Instagram by sponsoring posts of nano, micro, and macro influencers who already promote the same values that Aerie does, like self-love and body positivity. They encourage their influencers to post non-edited images to convey this message.
Craft messaging for the influencer marketing campaign by using language that appeals to your target audience.
The captions, image, video, blog post, or other types of content in this campaign should resonate with your target audience’s pain points, values, and lifestyle. They should also be relevant to your influencer.
For example, Aerie and their influencers use the #AerieREAL messaging which matches their target audience’s values. In this example, they are reposting an influencer’s picture to promote inclusivity, hashtagging #internationaldanceday to appeal to their active audience, and using the message of be your own kind of beautiful. This messaging fits the brand, the influencer, and the audience.
Track the audience’s perception of the campaign through social listening tools and engagement metrics.
When your influencers post content for the campaign, track impressions, engagement rates, site traffic, conversions, or other relevant metrics based on your campaign goals.
Measure effectiveness of the influencer campaign by looking at audience demographics and response to the campaign.
Use your influencer marketing platform, Google Analytics, or a tool like BuzzSumo to view audience demographics for your campaign. Social listening tools like Hootsuite can help you gauge audience perception of the campaign. Consider experimenting with different influencers, messaging, content types, platforms, or calls to action.