What Makes a Great Influencer?

If we’ve said it once, we’ve said it a thousand times: influencer marketing is the best investment you can make in your brand. It’s the most effective way to get your ideal customers’ attention and build long-term relationships with them. And it’s achievable for all brands, no matter what size.

The biggest challenge in getting started with influencer marketing is finding the right influencers. How do you know when someone is the perfect fit for your brand? How do you pick someone who gets what you do and can connect with the audience you want?

MtoM takes influencer targeting very seriously – it’s not something you should rush or do halfheartedly. We take our time to choose the best influencers for the companies we work with; here are a few our favorite tips that you can use in your own selection process.

Start with audience.

A common misconception is that you should only work with the biggest influencers who have the most followers. But a super popular fashion blogger is probably not going to help you reach the right audience for your business mobile app. A niche influencer in your industry who has a modest but loyal following would be much more effective.

Before you get too far into planning your influencer marketing strategy, make sure you know the types of customers you’re trying to reach. Start there, and then look at where this audience spends time online. Where do they get advice and information? What do they value? Who do they trust?

Look at credibility.

Authenticity is the most important characteristic in an influencer. You are looking for people who put their relationships with their followers above all else – they vet brands as closely as you scrutinize influencers. You want to work with influencers who are selective about their brand partners, so when they do share personal recommendations and experiences, they truly mean it. Their audience knows they’re trustworthy, and that endorsement is extremely valuable.

Focus on action.

Influencer campaigns are most effective when you have clear goals in mind from the beginning. What are you trying to achieve? How will you measure it? Are you aiming to boost engagement on Facebook or Instagram, or are you focusing on the long-term sales of a specific product? Specify your objectives, then ask how influencers can play a role in reaching them. What action do you want people to take most? Which influencers are best positioned to help make that happen?

Learn more about MtoM’s expertise in influencer marketing