Building Your Community Using Influencer Marketing
Develop the buyer and influencer persona
As a marketer, you should have already created a buyer’s persona, but also identified where they hang out online and offline. You can take it a step further, by also creating an influencer persona as a way to identify the right influencers.
- What does your buyer believe in?
- Are they hanging out in specific areas online? What platform are they on?
- What kind of content would they follow? Be interested in consuming?
Knowing the answers to these questions can help you identify who would be the best person to reach out to.
Developing the influencer strategy
You may be wondering how to you go about finding influencers. There are a lot of tools that can help you find and research potential influencers for your community. BuzzStream Discovery gives you the ability to search for influencers and see their engagement level, size of their audience and the type of content they have created.
- Create a reciprocal relationship. Influencers relish the opportunity to grow their own communities. By giving the influencer a forum to discuss your brand, both of you have the opportunity to grow both your fan bases.
- Influencers are only good as their community. Don’t go after the popular bloggers or YouTube stars that have millions of fans but the power middle – those bloggers who have a small, but loyal audience that drive 16 times more engagement than the larger personalities. You will find that they are heavily involved in their communities, engaging their fans with great content and are very active in forums or social media.
- Measure. Measure. Measure. Measure the exposure that the influencer has on their network through their content as Brands are focused on working with influencers in the context of content, because it’s tangible. Quality, authentic, credible content resonates with the community, since it has the voice of the customer in it.
- Build the relationship before you need them. From our experience at Vanilla, you must build the relationships with influencers before you need them, as these relationships take time to build. A strategy that mutually benefits both the influencer and their network is crucial. A good way to activate your community is to host a chat with an influencer. You may even gain new members by doing so.
Consumers are researching for information and reviews about their products online and opinions relating to your product or service. They either find this in a forum, through a Google search, or even on a niche blog review. Brands used to control the message, however, that’s no longer the case.
Your customers trust people that they know, be it experts or in their social networks. As an advertiser, to build the trust, connecting with influencers facilitates it. There are reasons why influencers are more important than ever: So when you work with an influencer, not only do they have the ability to drive traffic to your site, but also increase your social media exposure.