How To Find the Right Influencer For Your Brand

In our last post of 2017, guest blogger Tanya Sen shared Why Influencer Engagement is Important in Digital Marketing. Partnering with an influencer can boost your digital marketing efforts, but you need to put together a plan before diving into a relationship.

How To Find the Right Influencer For Your Brand by Clearly Conveyed Communications

A Partnership Made in Heaven… or Not

The success of your influencer marketing efforts will hinge on who you partner with. Is this individual or group a good fit for your brand? Will your audience — and theirs — believe the influencer uses your product or service? If not, you’re unlikely to see any real return on investment (ROI) from your efforts. The influencer’s posts or ads may draw high engagement due to his or her star power, but it won’t carry over to your brand.

Who Is An Influencer?

When you think of an influencer, you may think celebrity, but that’s not always the case. Especially in B2B marketing, it helps if your influencer has clout or expertise in your area or some type of tie-in. For example, uni-ball® partnered with legendary identity theft expert, Frank Abagnale, to promote the tamper-resistant ink in its pens. Abagnale’s story was told in Catch Me If You Can, and he now works with the FBI to help them catch identity theft criminals.

Micro-Influencers May Deliver A Big Win

When you’re looking for the right influencer to partner with, look closely at your loyal supporters or key personalities in your niche. This person may not have a massive following on social, but you’ve noticed he or she has an active audience interested in what you do — and this micro-influencer’s opinion on the subject. You may have found yourself a partner who can help drive your digital marketing efforts even though he or she has fewer than 10,000 followers and no celebrity status.

“Micro-influencers deliver 60% higher campaign engagement rates; moreover, those campaigns are 6.7 times more efficient per engagement than those with influencers with larger followings.” -Ismael El-Qudsi, MarketingProfs

Look For Star Power In-House

You may find the perfect influencer for your brand in-house. Do any of your employees have a special relationship with your audience? Whether through a memorable personality or exceptional service with a smile, one or more of your employees may be an ideal influencer. In addition, an employee advocacy program can help your employees become more comfortable sharing your content on social and promoting your brand.

“In an average company, only 3% of employees share company-related content, but they are responsible for driving a 30% increase in the content’s total likes, shares, and comments.” -Katie Levinson, LinkedIn

Integration Is Key

Wherever you find an ideal influencer, integration into your brand messaging is key. It’s not enough to pay someone — famous or not — to post about your products and services. The partnership needs to “fit” and feel right to both audiences. Launching a new product or refreshing your brand? Bring in an influencer early on and integrate him or her into your marketing plans. True integration brings authenticity and better results.

Summary

Influencer marketing can drive your digital marketing efforts — and sales — to new heights, but take the time to plan your strategy before jumping into a relationship. Don’t get wooed by a trendy celebrity or hot fad that doesn’t make sense for your brand. Do your research to find the right fit, whether it’s a micro-influencer, employee or thought leader in your field, and remember to integrate your influencer into your marketing efforts and overall brand message to increase your chances of success.

What celebrity/brand partnership works well? Is a bad fit?
Has a micro-influencer helped boost your sales or encouraged you to buy?
What employees influence your purchasing behavior at a company?
What brands do a great job of integrating influencers into their overall marketing efforts?

CCC’s Chief Influencer,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

Global Expansion: Thinking Outside Your Borders

Clearly Conveyed Communications is excited to welcome Sloan McKinney as the latest contributor to the CCC blog. You can learn more about the author at the end of this post.  

Small businesses make the mistake too often in assuming that just because they’re small, international expansion will never be an option. It’s this kind of mindset that causes the troubles a lot of business owners have that prevent their company from growing. The fact of the matter is that reaching an international audience is much simpler than it was years ago — and we can all thank the Internet for that.

What many companies don’t realize is that the Internet isn’t obsolete; there’s really no conceivable way it can become obsolete. While small business owners lament slow sales or the difficulties of expanding their market to their friends on Facebook, they don’t realize that they have the technology to grow as a company. In fact…they’re using it.

Think outside of the box

Expansion Concerns

The idea of expanding a business to reach a larger base is inherently desirable. But the want to make it work often outpaces the logical questions that need to be answered before going forward:

  •  Is there a demand for the product or service overseas?
  • Does your company have the staff to handle the incoming demand for your company’s services?
  • Does your company have the means to handle transitioning into a larger company?
  • And lastly, does your company have the confidence to make the move?

These are all questions that need to be seriously considered before moving forward with anything.

Think Locally, Act Globally

It’s crucial that any business considering expansion first isolates what made them successful in the first place. There’s a reason why your company is doing well: what is it? Tie this in with the question about confidence. There’s a reason why you’re thinking about supplementing your business strategy, and it’s certainly not because you are struggling.

Once you’ve identified what makes expanding to new markets viable for your company, it’s time to consider if it is, in fact, viable to do so. Can your company support the move?

Time to Act

Alright, so you’ve answered all of the questions, and now you know it’s time to take the next step…which is what exactly? Easy: apply all of your answers to the previously stated questions to the new markets. Designate places you believe your business can be successful, and move. Start with niche advertising to get the ball rolling.

For example, if your company sells specialized toolboxes, advertise with a trade publication, and set up a booth at a trade show. It’s much more likely that experienced plumbers will purchase a hyper-specialized toolbox than a group of Boy Scouts.

Setting up a local phone number in the areas you are targeting is a good way to garner local business, because it will establish a local presence. It’s understandable why a consumer would patronize a local, established business over the upstart who just moved in…or isn’t even located in the immediate vicinity. A local phone number can be forwarded to an already established number, making it easier to manage calls, while still reaching a larger audience. It’s easy to implement, inexpensive, and a gesture to the locals in your new audience that you believe you have a product that they would like, and it’s a good one.

Expanding your operation is a justifiably daunting task. But with enough time, research, and patience, it can work for your business.

Sloan McKinney

Today’s guest blogger is Sloan McKinney, who is honored to have had the opportunity to share her knowledge on international communications with CCC‘s audience.  Her writing, which can be found on SmartVirtualPhoneNumber.com, also covers business globalization and technology.

“Think Outside The Box Concept” photo via Shutterstock 

Thanks for the wonderful article, Sloan!