Nearly 60 per cent of marketers have planned to boost their influencer marketing budgets over the next eight months. Most marketers are focused on driving sales and increasing brand engagement by leveraging influential social media users. According to a study in the Journal of Consumer Research, consumers often form opinions about products and services based on the opinions of the people they know. Brands now want to capitalise on the bloggers (and vloggers) who wield high social media influence and have strong credibility with their audience.
So what benefits do they reap from this collaboration? And how can a brand find and connect with Twitter influencers?
Brands’ influence on consumers have dropped in recent years. Consumers are now telling each other what to make of specific brands, and it is these consumers who are known as the influencers. So if a brand has a partnership with an influencer, how can this benefit them?
- Increase in reach and authenticity, because the said influencer holds a certain level of credibility with his or her audience.
- Builds trust. Consumers trust word of mouth interactions over direct brand messaging, thus aligning with trusted influencers creates a positive brand image.
- Finally, drives sales. When Topshop recently collaborated with Zoella, a fashion and beauty vlogger, a voucher she offered was used by 40 per cent of people who watched.
Before you start looking for influencers, it’s worth conducting a basic analysis of your industry to see if any competitors are using influencers and understand how it’s affecting their audience engagement. You can also look at brands that are complementary to your business, to see if they use influencers too. This is a case of sniffing out the competition and being in the ‘know’ within your industry before you begin the search for potential influencers and start collaborating with them.
If done right, social influencer marketing can lead to long term relationships with increased revenue as the end goal. However, the questions remains, how do you go about finding the right influencers to amplify their Twitter efforts?
You can easily find influential users within your industry through SocialBro’s in-depth filtering options. These allow you to search the global Twittersphere, narrow it down according to your own criteria and uncover the most relevant influencers specifically for your industry.
Here are some of SocialBro’s most powerful segmentation filters that will help you find the right influencer for your brand:
- Influence level
- Number of Followers
- Tweets Per Day
- Follower/Following Ratio
- Time Zones
- Entity Type (Individuals or Businesses)
You can also use search and filter options to locate influencers who are using specific brands and keywords in their bio, leaving you to target them for your own influencer campaigns.
To give an example, if you’re a brand manager for Brand X, you could use the search and filter options to look for influencers of Brand Y.
Whether you want to forge a new relationship with someone who’s already talking about your brand or reach out to industry influencers to collaborate with, nurturing these relationships is the trick for a long term influencer marketing strategy.
Once you’ve uncovered an influencer you’d like to work with, it’s important to remember to tailor your message specifically for them. Influencer marketing depends heavily on ‘personal touch’ and valuing your engagements with them. Although some influencer relationships will fit a predefined mould, it’s good to be flexible and build a partnership that leverages the best areas of their influencer.
Using SocialBro, you can track your influencers by creating a list of those who you’re already engaging with, or want to engage with in the future. You can then use Hootsuite to monitor this list, giving you plenty of opportunities to tie up with these users in the future.
To measure the success of your partnership, you can use an overlap analysis report in SocialBro. Starting from before you collaborated with the influencer and mapping it on a regular basis, you’ll be able to monitor the crossover in Twitter audience. It's important for brands to measure social media influence, and this will give you the ability to effectively track and measure the performance of your social influencer marketing strategy.
As mentioned previously, one of SocialBro’s most powerful segmentation filters is ‘influence’, you can also use this to track the score of your influencer as your strategy progresses.
There are many opportunities for brands and popular bloggers to interact on Twitter. Whether it’s a retweet from the brand or a mention of the brand by the blogger, this is the beginning of a healthy influencer relationship built for a long term strategy.
How do you find your Influencers on Twitter? Tell us in the comments below.