Influencer marketing is a powerful way to reach your target audience, but it can also be challenging to find the right influencers for your brand and goals. Influencers vary in terms of their niche, size, engagement, style, and location. If you want to target influencers in different regions, you need to consider several factors and strategies. Here are some tips to help you.
Before you start looking for influencers in different regions, you need to define your objectives and expectations. What are you trying to achieve with your influencer marketing campaign? Who are you trying to reach and where are they located? How do you measure your success and ROI? These questions will help you narrow down your focus and align your influencer marketing strategy with your regional goals.
Here is a 7 step Checklist with concise actionable steps to measure the effectiveness of your influencer marketing campaigns: 1. Set specific goals and metrics to measure success. 2. Track engagement metrics like likes, comments, and click-through rates. 3. Use unique tracking links or promo codes for direct attribution. 4. Leverage analytics tools for detailed campaign performance data. 5. Gather feedback through surveys or sentiment analysis. 6. Compare performance against benchmarks to identify areas of improvement. 7. Continuously evaluate and adjust your strategies based on data. AGAIN & AGAIN.
Once you have your regional goals, you need to research your regional audience. You need to understand their demographics, preferences, behaviors, and pain points. You also need to know what platforms, content, and influencers they trust and follow. You can use tools like Google Analytics, social media analytics, surveys, and keyword research to gain insights into your regional audience. This will help you create relevant and engaging content and messages for them.
The next step is to find and select your regional influencers. You can use various methods and criteria to do this, such as searching for hashtags, keywords, and locations related to your niche and region on social media platforms. Additionally, influencer marketing platforms, databases, or tools can be utilized to filter influencers by region, niche, size, engagement, and other metrics. Furthermore, you can request recommendations from existing customers, partners, or influencers who have a presence in your target region. Lastly, it is important to evaluate the influencer's relevance, reach, resonance, and reputation for your brand and region.
It’s not which region your influencer is based out of, it’s where their audience is located. Many global influencers have powerful US presences and vice versa. Be sure to use tools that index an influencer’s following and engagement, not just the candidate themselves. Keep an eye on trends surrounding their engagement spikes and audience growth. Spikes in engagement long after posting or sharp, random intakes in follower growth that can’t be attributed to specific posts are potential red flags. There are behavioral tells in the data that identify whether these actions are purchased or earned, which will be essential to ROI for a client or brand.
Once you have identified potential regional influencers, you need to reach out and pitch your collaboration proposal. Your communication should be customized according to the region, culture, and influencer's preferences. For instance, some regions may prefer formal emails while others may prefer casual DMs. It is also important to demonstrate that you have done your research and understand the influencer's niche, audience, and content style. Additionally, you should explain the benefits and expectations of working with your brand and how it aligns with the influencer's goals and values. Finally, be sure to provide clear and realistic guidelines, deadlines, and compensation for the influencer marketing campaign.
The final step of an influencer marketing campaign is to monitor and optimize it in different regions. This involves tracking and measuring the performance and impact of your campaign using the metrics and KPIs you defined earlier, as well as communicating and engaging with regional influencers and their audience. It's also important to provide feedback and support to regional influencers, respond to comments from your audience, analyze the data and results of your campaign, and adjust your strategy as needed to optimize your campaign and achieve regional goals. Ultimately, targeting influencers in different regions can be a great way to expand your reach and grow your brand.
When adopting a hyper localised approach, it can become challenging to find large influential content creators. For instance, finding influencers from London may be easier than finding the same criteria in a more remote region. In these instances, consider working with smaller local creators who might be less influential online but have the potential to your brand ambassadors. These people are likely to talk to their immediate circles about you. Adopting this approach on a wider scale can help create a buzz around your campaign through word of mouth, which could in turn manifest online.