Out with The Old in with The New
No matter what kind of idea or ideas you’re pushing, be it a product, a service, or some kind of cause, you have to be able to get the word out about it.
Long gone are the days when getting the public’s attention was as easy as airing a brightly colored commercial or posting a cheesy billboard up on the side of the local highway. Now, there’s an entirely new realm of communication and advertisement, and the next generation is far more evolved than their ancestors. Because using mediums like Twitter and Facebook or the many “blogospheres” that exist throughout the internet, some of which are created specifically to advertise for certain kinds of businesses, are avenues to advertise not only to the people around you, but to people across the country and across the world.
Consumers have become desensitized to traditional forms of advertising. It’s no longer the status quo that when a pipe bursts, they call the plumber from the catchiest TV commercial because that’s the phone number they remember thanks to the sing-song jingle they constructed out of ten numbers. They call the plumber their friend used last week instead.
A suspicious air of distrust has developed between consumers and producers. Consumers lately need more than just a brand name or a catchy jingle. They need some kind of middleman to tell them what to buy, who to trust, and what causes are in dire need of their assistance.
And for you, the producer, that’s great, because that means the only thing standing between you and people buying, using, or supporting your product, service, or cause, is finding someone who both you and your consumers can trust to spread your message.
All you need is an influencer.
A New Partnership is Created
Influencers are most effective when they and the companies who want to use them work together. One of the best examples out there is constantly on display across social media networks such as Tumblr, Facebook, Twitter, and Bloglovin’. They’re fashion blogs. They’re easy to find and range from professional to trendy sorority girl with access to a brightly colored blog. The fashion bloggers post about items and brands they love, and when they get popular, companies begin to send them different items to try and review on their blogs. This helps the blogger gain popularity as well as companies advertise for almost no cost.
Finding The Right Influencer for You
But what makes an influencer? A good influencer is someone who inspires action, not simply awareness. It’s really great if your influencer can get your page a thousand likes on Facebook, but if none of those people who liked your page are taking action, what good are those likes?
A truly talented influencer is someone who has some kind of claim to fame. They need to be influential already. You’re not really looking to make someone into an influencer, you’re looking to find an influencer who has the talent, following, and pull to get your company, product, or movement out there.
But there is the place you need to be careful. Because if you’re looking for someone to get the word out about your investment banking company, you might not want an influencer whose followers are all under 25 and say things like “#glitter”.
You can also track the conversions by implementing an influencer marketing platforms like Neoreach. This can help you decide if your influencer is going to be a right fit for the endorsed product.
Who is Your Target Audience?
Before you can find a person to tell people about your company, you need to identify the people who care. The fashion bloggers are successful because they mostly target young men and women who would buy and wear the kinds of clothes they blog about. Before you can find an effective influencer, you need to find the people who will buy your product, use your service, or support your cause. You need to find your target audience.
Knowing your audience may seem like an easy task, but there are many levels of consideration that need to be thought over in order to get everything you can out of the people willing to listen.
Because what many producers don’t understand about finding an influencer is that along with knowing your target audience for your product, service, or cause, you now also need to know the kind of audience your new influencer will attract. Because as soon as they become your influencer and represent your company, everything they do reflects on the company. Having an influencer in the picture could broaden your possible target audience, it could enhance credibility with the target audience you’re aiming for, or it could have a negative effect on your image and your audience.
So before you begin searching for an influencer to help out your company, the most important step is to do research and find your target audience. This includes people who are interested in what you have to say as well as people you’d like to inform about your company in the hopes that they will become interested.
One of the most important things you’ll have to learn about your target audience is the demographics. What kind of people are interested in what your company has to offer? What age range are they in, what jobs do they have, what socioeconomic class do they belong to? These are all important questions that you need to know the answers to in order to effectively advertise your product, service, or cause. Because the answers to these questions will dictate the different ways you advertise. If your target audience’s age range is part of a generation born before the beginning of technology that we use to communicate today, advertising in a blog may not be the best way to do it.
Another thing to consider is your company’s needs. Is your company already well known and successful, or are you a startup company looking for a big break to take your name global? If your company has already been established, you may just be looking for customers while a small company may need to find some investors and big supporters in their target audience.
The most important thing about knowing your target audience when it comes to trying to find an influencer is to remember to fit the influencer to your target audience, not the other way around.
Another thing to consider that is shaped by your target audience is what messages you want to get out, and how you present them. You need to know when jokes are appropriate, what jokes are appropriate at what time, and how to get your message across without offending your audience. Because you always need to gauge the reaction your target audience will have to what you say, and the only way to do that is to know your target audience.
If you retain nothing else, the most important thing about having an influencer is to know your target audience and to always find an influencer that matches your audience in terms of message, projected demographic, and methods of advertising.