Partnering with influencers is one of the best ways to combat an increasingly crowded and chaotic social media universe. Although everyone claims to know this, most people overlook the necessity of partnering with the right influencers. Running off and picking someone with the biggest audience or the most blog posts won’t necessarily always be your best bet.
Before you partner with an influencer, you should evaluate him or her using the following four criteria.
An easy place to start is with the power players. Find your influencers with the biggest and most engaged audiences. These are the people who can help you amplify your message, foster conversations and get more eyeballs on your content.
Audience size is not the most important factor, but it’s definitely something to bring into the conversation when you’re considering an influencer partnership.
In your industry, there are likely a ton of different subsets of interests and thus a wide variety of industry influencers. Make sure whoever you invite to join your influencer program has relevant interests to your specific niche. For example, at Simply Measured, we’re obviously interested in digital marketing, but we don’t necessarily want to partner with influencers who specialize in something that broad. Drill down and make sure you align on a specific interest, like social media marketing for example.
You want to connect with people who publish and promote content related to your industry or brand. Generally, an ideal influencer partner has an active blog and has cultivated legions of fans. An active content calendar will give you more opportunities to collaborate on blog posts, podcasts, webinars, etc. An influencer’s blog should be active and thriving, not a ghost town. Check out some of our favorite social media blogs below!
Ask yourself this, “Is this person being invited to speak at conferences, podcasts, webinars, etc?” Or, “Has this person been honored or won awards within your industry?” Since the ultimate goal is to spread awareness of your brand, you want to make sure that you’re partnering with someone who gets in front of the masses and is recognized for their thought leadership.
So, make sure that your influencer gets good marks in at least a couple of these categories before you partner with him or her. This will save you a ton of time down the road and keep your influencer marketing program as effective as possible.