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How to pick the right influencers for your marketing campaign

Influencer Marketing is becoming more and more popular in digital advertising. Basically, it involves identifying an individual who possesses a rich media presence and using his/her voice to showcase your products and services to your potential customers. Picking the right influencers goes a long way towards generating the quality and quantity of your sales you desire. Below are a few tips to pick an influencer.

1.    FORGET ABOUT THE NUMBER OF FOLLOWERS 
You do not just want an influencer with a high number of followers. You want one with a high number of LOYAL followers. To determine this, compare their follower to like ratio. For example, engagement of say 100:3 is quite decent. Also, consider how many comments are left per post and whether the influencer replies to them. In all, engagement is KEY.

2.    DO NOT USE ONLY ONE INFLUENCER
Spread your marketing budget across several influencers. The idea is to stage a network effect.  If one influencer says he is using a product, people assume it's a matter of preference. If 3 or more say they all use the product, people will quickly jump on the bandwagon.

3.    TRACK YOUR INFLUENCER’S PERFORMANCE
This will help you determine which influencers provide you with the best ROI. Monitor the leads and sales generated, rate of engagement and so on. You can use codes specific to each influencer. This can be in the form of a unique link or unique coupon.

4.    INFLUENCERS SHOULD FIT THE PROFILE
Imagine hiring an influencer who is known to promote the consumption of organic food suddenly advertising processed foods. This will make you lose the trust of your customers before they even become your customers. When choosing an influencer, select one that already fits with the overall feel of your product. It should be natural for them to advertise for you.

5.    DON’T GET TOO STRICT WITH INFLUENCERS
Influencers know the best way to share information about your brand to their followers. Give them the freedom to do so. It brings authenticity to your post. Restricting them too much will bring a certain rigidity to your post which your target audience won't key into.