By now most brand managers have realized that the one-and-done, pay-and-pray influencer strategy isn’t one that has great returns.
There has been a lot of talk around micro-influencers and nano-influencers, but just picking someone with a smaller-yet-engaged following isn’t a magical marketing solution. The key, as with most things, is to find the right influencer—and to engage them in the right kind of campaign, running on the right platforms at the right time.
So, how can you know when you’ve found the right influencer? You’re looking for someone who is regularly engaging with your target audience.
What you need is an influencer graph, which allows you to completely map an influencer, their content and the audience who actually consumes it.
How? Let’s break it down.
Step 1: Profile your ideal audience.
Hopefully this is the target audience you’ve been working to reach, but if that hasn’t been refreshed recently, there’s no time like the present.
Do you have existing personas? Be sure to go over those and update and/or expand them as necessary. Though they might be up to date in some aspects for your business or sales pipeline, they could be different elsewhere (on social media for example).