How Do I Choose The Right Influencer?
Influencers. It's quite a term that evokes many responses from many people. But, we can't deny that they're here to stay, and they have power.
So, now you may be thinking of harnessing this marketing strategy or, at least, testing it. The question is, HOW? How do I choose the right Influencer for my dealership? And how do I bridge a connection?
Luckily, the digital landscape is changing and there are now more "types" of Influencers than ever. Mega (or Celebrity) Influencers - big named stars with millions of followers, Micro-Influencers - with followers starting at 10,000+ and Nano Influencers - smaller and more relatable with followers in the lower thousands or even hundreds.
With Instagram's ever-changing Algorithm and accounts buying followers, numbers aren't as important as quality and engagement are. The smallest of followings could have the highest genuine engagement, while quality content attracts interest.
How do I choose the right one?
The best way is to spend a bit of time scrolling their feed. What are they posting? Can you see your new Toyota, Mazda or Volvo in a post with them and does it make sense for both of you? Their engagement is the next best measure, who's commenting and what are they commenting? Likes alone can be shallow (plus, Instagram may/may not hide likes permanently.) If the post is a product placement, the quality of comments can give you a good indication if their audience is genuine and paying attention.
How do I reach out?
That's the easy part, go for it! Just like asking someone on a date, the worst they could say is "no." For most Influencers, a simple DM is the best (or only) way to reach out. Or, if they've listed an email in their bio, that'll be the way to go. Plus, you'll look much more professional (read: serious) if you send an email over a DM. Initially, anyway.
Influencers love to be talked too like, well, people. They get so many messages daily (especially larger Influencers) so it's easy for them to toss aside messages that look spammy. It's a good idea to address them by name, their blog/account and connect to them as a potential partner. That will go much further than a blanket email. When you get to the part about a sponsored post, let them know what you'd like to do and then throw it back to them. Ask if they're interested if they have any other ideas or encourage them to chat about it with you. Include them in the process, just like any other business collaboration or partnership. That's a hot tip!
Working with Influencers is more about brand/business awareness over sales. People discover something new because someone on Instagram mentioned it. They'll also have family, friends, social media friends/mutuals (yes!) and personal acquaintances who follow them too. They could be the ones you end up reaching the best.
Do you have a question about Influencer marketing you'd like to ask? Leave us a comment or get in touch with me via InMail, at [email protected] or at our office on (03) 9553 9453.