Before you start the search for influencer, it is important to determine your target group. Only when you know exactly who you want to reach with your influencer marketing campaign you can find the right influencer.
Also consider the purpose of your campaign. Do you want to generate brand awareness among a wider target audience or is the campaign focused on realising conversions? The goal may mean that you choose a different influencer.
Suppose you want to realize conversions, it is smart to first take a look at your Google Analytics account or your CRM. We see the people who convert? Are they mainly men or women? What is their age? Which region do they come from? Do they have certain hobbies? Are there shared interests? All these things can help you choose the right influencer.
In order to clarify the target group for the campaign, some companies find it pleasant to set up buyer personas. A buyer persona is a detailed description of a target group based on research done into buying behavior. If you know who your buyer persona is then you can look for an influencer who has followers who are similar to your buyer persona.
The information from Google Analytics or your CRM system may not be sufficiently specific. Then it might be an idea to put a short survey on your website to find out what your target group looks like. Another common way is to send a survey to your customers. You can ask them about their hobbies, interests, the social media channels they use, what blogs they like to read. You can even ask them if they have a favorite influencer.
If you are unable to do the above things or you simply do not want to base your personas on the information of a small number of people, use information that social media offers you. Consumer interviews and social media are both good sources of information to use, because they are often more complete and reliable than answers to a survey. In both cases the information is first-hand and immediately available, shared during or very shortly after the experience, context is available and it is not unilateral or anonymous.
How to find influencers for your brand
Time to actually find the right influencer for your brand. One option is to manually scan social media via #hashtags about for example fashion, and hopefully you’ll come across an interesting influencer. Fortunately, this can be done much faster and more efficiently with influencer marketing platforms or via an influencer marketing agency.