How to Use Data to Identify the Best Brand Influencer
Today’s online advertising landscape is increasingly fenced in by ad blockers and populated with skeptical audiences. To deal with this change in landscape, companies are increasingly relying on brand influencers to creatively circumvent those fences and attitudes to advertising, and reach their audiences in new, more authentic ways.
You probably already know who your audience is and what information you’re trying to get to them, but you might need to change how you get your audience to your information. As brand influencers become more and more common as the vehicle for delivery, it’s essential to identify who the best influencer for your company is.
Companies spending money on brand influencers get an average of $6.50 for every $1 spent, but about 30% are either breaking even or losing money. As with any marketing tactic, it’s important to do it the right way, and use the right tools — or in this case — influencers.
By harnessing the data you have, and collecting more, there are a few ways to find the brand influencer you need.
Find Your Audience
Maybe you already have a solid understanding of who your audience is, but do you know what sites and places they frequent on the web? Nearly 50% of Americans use blogs to keep up on trends and ideas. Which do your existing — or target — audience use?
Luth Research’s ZQ Intelligence can help you see what people are consuming on their PCs, smartphones, and tablets, and help you identify the “why” of their behaviours.
Knowing your audience’s online travel tendencies, you can choose which types of bloggers and influencers are already familiar to your desired audience and are likely to be trusted sources. You can also build your audience by accessing that influencers existing one.
Ask Your Audience
Feeling out of touch with your audience, and don’t know what — or who — they like? Ask them! You can collect data about which bloggers and brand influencers a sample audience trusts, and test how they react to specific advertisements by doing test placements followed by feedback sessions.
Luth Research has survey tools that engage respondents with referrals and cash rewards, and focus groups that hone in on specific aspects of your strategy. These methods build reliable, engaged respondents that deliver valuable results. There is no need to invest in a brand influencer without testing how your audience will react first. These tools are ideal for narrowing down your choices once you’ve decided on a few potential brand influencers.
Go Small for Big Results
Using some of the top hashtags on Instagram may seem like a great idea, but if you use #cat to describe a post promoting your cat photography business, there will be so many other posts with the same hashtag that it will be lost in seconds. Something more specific like #catportrait may not be as popular, but it will be visible for longer, and more likely to reach the specific audience you’re looking for.
Brand influencers are like hashtags in this way. It’s often better to choose someone with a smaller but more targeted following, rather than one of the big names where your product could get lost in the mix. Look at the brand influencer’s data, and your own, to ensure your audience and objectives align for maximum impact.
Don’t forget about your campaign once it’s out there. Even a failed influencer placement can teach you something. Use the data available about your ad’s effectiveness to determine whether that influencer is making an impact and bringing in revenue, or whether you need to change tactics. Just because one brand influencer doesn’t have a positive result doesn’t mean using a brand influencer as a delivery vehicle isn’t going to work out. Reassess why you chose them, and dig deeper into your analytics and customer satisfaction to see how you can improve.
There are data collection and analysis tools out there to help launch and sustain your use of brand influencers. It starts with choosing the right influencer, but doesn’t stop there. The path to purchase is increasingly quantifiable, and there’s every reason to take advantage of that fact and join the 65% of brands using influencers to get their messaging directly to their audience.