Targeting the Right Influencers / Publishers

This is the second post in a series based on a new ebook we co-authored with AP and Alison Chew. For early access to the rest of the book click here

If you read the last blog post, you know the differences between celebrity, macro, and micro influencers.

But how do you choose the right one for your influencer campaign, one that accommodates your brand, product, or service?

It really comes down to these seven qualities:

Audience/Niche – who do they talk to? What do they specialize in?

Relevancy – what content resonates with their audience?

Engagement – what level of engagement do they get?

Channel – are the channels (Blog, Instagram, etc.) relevant for your brand?

Geography – is the location right for your brand?

Quality – is it consistent over time? Does it align with your brand standards?

Authenticity and honesty – do you see any signs of odd activity like purchased likes and comments? Here’s how to detect them.

But analyzing the quality of a micro-influencer’s channel is only part of the puzzle. You also need to think about the goals of your campaign. Are you looking to build brand or drive people into the top of the marketing funnel – i.e. potential reach and engagements? Or do you need content to reuse on your own blog, product pages, or social media channels?

If you want to reach your 2018 affiliate marketing goals, sign up for part-three and download our e-book!