How do you diversify your influencer portfolio to reach different segments and niches?

Understanding your ideal customers and their online behavior is crucial before seeking out influencers. Use tools like Google Analytics, social media insights, and customer surveys to segment your audience based on demographics, interests, preferences, pain points, and online habits. This helps narrow down your influencer search and align campaigns with audience needs. By understanding your audience, you can find influencers who resonate with them and create more targeted marketing initiatives.

When you want to increase sales, you look to your targeted audience. Who would benefit from your product? Do lots of research, ask yourself who would benefit from this product, review sales, assess your competitors, and analyze your data. Create a buyer persona to understand what is ideal and specific to that potential customer. This will help you to create more effective marketing campaigns. You want to test this out and analyze your results with data. Refine your approach until you reach your goals.

Here's a concise guide for diversifying your influencer portfolio:(besides the 5 already mentioned) 1. Segmentation and Customization: - Identify segments. - Research niche influencers. - Customize content. 2. Mix and Match Influencer Types: - Macro, micro, nano. - Collaborate with experts. - Leverage celebrity reach. 3. Test, Optimize, and Analyze: - Monitor data. - Adjust based on results. 4. Additional Considerations: - Stay updated. - Cultivate relationships. - Be agile. - Track trends. 5. Programs for Influencers: - Commissions. - Seeding. - User-generated content. - Negotiate with creators. - Amplify with macros. 6. Fine-Tuning: - Legal compliance. - Cultural respect. - Seasonal alignment. Remember, connections matter! ???

Once you have identified your audience segments, it's important to find influencers who align with your niche. Utilizing platforms like BuzzSumo, Upfluence, or AspireIQ can help you search for influencers based on keywords, topics, or hashtags. Additionally, examining your competitors' influencer campaigns can provide valuable insights into potential collaborators. Look for influencers who have strong engagement, authenticity, and trust with their followers, and who share your brand values and vision.

Build various programs for influencer sizes: - affiliate programs (be rewarding 5% commission on driving a sale is not enticing for creators) - influencer seeding, reach out to micro influencers to offer products to generate some genuine content. - competitions, discounts & rewards for customers to create UGC (user generated content) all customers can be influencers in todays digital age. - mid size creators, negotiate paid campaigns, get permission to use their content for paid ads. - macro creators, make a bang!

When it comes to working with influencers, it's important to consider that not all influencers are the same. Depending on your budget, objectives, and message, you may want to collaborate with different types of influencers. Micro-influencers, with their audience ranging from 10,000 to 100,000 followers, often have a dedicated and niche-specific following. They offer higher engagement rates. Macro-influencers, on the other hand, have a larger following between 100,000 and 1 million. Collaborating with macro-influencers can amplify your brand's awareness and reputation. Lastly, mega-influencers have over 1 million followers and appeal to a massive and mainstream audience. They can have the highest impact, exposure, and credibility.

I’m my experience; * trust your instincts * do your research thoroughly * be open to new perspectives * challenge your own beliefs * seek influencers who resonate with your soul * work the process relentlessly * enjoy the journey

Content - If you need to drive search, secure higher performing UGC creative to capitalize on the fact that influencer content performs better in digital display ad formats (easily 10x over produced brand content), for thumb-stopping social advertising or simply because your owned channels need fresh content - you need a true creator… a maker. Someone who has the eye, the creativity, some editing capability and the skill to deliver content that can perform in a variety of ways. Tools today allow us to analyze content formats and measure them against platform features to make informed decisions about what can work better. When done correctly - you can use data to deliver a predictive view of performance.

Customising your influencer content is crucial to ensure that your message resonates with different segments and niches. Set clear and specific goals for each influencer campaign. By providing guidelines and resources, you can ensure that the influencer understands your brand's values and objectives. At the same time, it's essential to give them creative freedom and flexibility so that they can authentically connect with their followers. Co-creating content with the influencer is another effective strategy. By involving them in the content creation process, you can tap into their expertise and unique perspective. Measuring and monitoring the influencer's performance and feedback is also crucial.

Diversifying your influencer portfolio is an ongoing process. Track and analyze metrics, reward top performers, experiment with new influencers and strategies, seek feedback, and optimize your approach. Maximize your influencer marketing ROI and reach your brand goals.

"Don't overlook the importance of well established influencer groups, such as the media and industry bodies. These influencers are not only highly respected, but also have large existing platforms that you can tap into by contributing relevant content and insights to their campaigns," says Kathryn Jellis, managing director, Benicate Ltd