07 Jul How To Find Influencers To Promote Your Brand
Although more and more brands are recognizing the power of influencer marketing, many still don’t know much about it. Those who do may still not feel that they have the time and resources to devote to it. Even the preliminary task of finding the right influencers to work with can be difficult and tedious for those who are new to it. Brands looking to do their own influencer marketing often need a little help getting started.
If this sounds like you, then be sure to read on. We’re breaking down some of the best tips and shortcuts you can use to compile your list of effective and worthwhile influencers for your next campaign. Starting with tip number 1:
Find Influencers Who Are Already Fans
Social media tools provide some of the easiest ways to find valuable influencers for your campaign. Even before you make any searches, it’s worth taking a look through people who already follow your brand on social media. If you can find any bloggers or other “public figures” with a significant following of their own amongst your followers, these influencers might be a perfect candidate to take part in your campaign. Your followers are already interested in your brand and are likely to put in the effort to make content that showcases that genuine appreciation.
Find Influencers That Already Post Related Content
Once you’ve taken a look through your followers, a few hashtag searches are another quick option. We recommend starting on Instagram, where influencer marketing is booming. Instagram also helps out by offering suggested hashtags based on what’s you’re typing in the search bar. Influencers want their content to be seen, so they’re using popular and relevant hashtags that can easily lead you to them. Creating a campaign for green beans? Try #greenbeans, but also #southernfood and #veggies, for example. And don’t forget to check out #foodbloggers if you still need more options.
Finally, social media networks have advanced search options that can make it easier to find the kind of people you’re looking for. A Facebook search for “food blogger groups” will yield plenty of Facebook groups already full of food bloggers committed to their craft. Twitter and Facebook both let you filter your search by locale if you’re looking for influencers in a particular area. Even LinkedIn might turn up some helpful results, since it’s easy to search for people by their profession (e.g. “food blogger”).
Search Online Reviews
If your brand has more than a few online reviews, then there’s a good chance some of those reviewers have influence you can harness. Look for people who have left positive and detailed reviews. Even better, look for people who are telling a story about their experience with your brand. When someone goes out of their way to leave a glowing review, they already have the passion and authenticity that consumers respond to in influencer marketing.
There are tons of review sites to search through—start with the big ones like Google, Yelp, and Trip Advisor. You don’t have to stop at review sites either. A simple web search for “[your brand name] reviews” can also be effective. In fact, the influencers who rank for these keywords are more likely to have a significant following and a handle on what makes good content.
Good Ol’ Google
This one might go without saying, but Google is a powerful tool, especially when properly harnessed.
Start with searches that are as narrow as possible. Looking for influencers in a specific area? Try searching “food bloggers in Austin, TX,” for example. Or maybe you want to tell the world your product is great for grilling? Try “food bloggers grilling.” It may seem like common sense, but the more relevant the influencers are, the more effective they’ll be at converting consumers. Additionally, there is a higher chance the content they create will rank better on Google, driving long term results.
You can also set up Google Alerts to track mentions of your brand online. This is an excellent way to keep your finger on the pulse of your brand’s marketing and PR in general. Alerts allow you to curate a list over time of people with large followings who are already mentioning you.
Finally, there are discovery platforms. These are SaaS companies with databases of influencers that can be searched directly. If you’re willing to spend a little money to streamline your search process, these companies marketing themselves as the “Google[s] of influencers” may be a worthwhile option.
This article from Dealspotr breaks down some of the leading discovery platforms, including Klear, NeoReach, HYPR Brands, BuzzSumo, and Ninja Outreach.