It’s the right influencer.
What it comes down to is finding a person who fills a niche, and nderstanding how that social media user or blogger’s audience interacts with her content.
If the audience is engaged, and reads, comments and buys based on her recommendations, you have yourself a winner. But, if her posts rarely stimulate action among the audience, it’s time to move on.
That’s why, in my mind, the secret to influencer relations success is:
Plain, old-fashioned research.
If your client pays for an influencer relations program, it’s your responsibility to vet each person. Without research, you’re taking a shot in the dark, which means the uber-awkward “Why did this campaign fail?” question falls on you.
So, let’s leave all things uber-awkward to Napoleon Dynamite, and start our influencer research.