6 tools for a better, smarter social media influencer campaign. These tools will help you set up a social media campaign allowing to better find, monitor and approach influencers. Define your audience: MakeMyPersona (or an alternative) One of the most important part of forming groups of ambassadors is making sure they click with your target demographic. MakeMyPersona is a cool tool by Hubspot that helps you create marketing personas by taking you through the process step-by-step. Search for more influencers on Twitter: Buzzsumo Once you are all set with listening tools and you feel like you know your niche social media channel quite well, it’s a good time that you go out and find more influencers outside of your immediate circles. These are your influencers! You can also use Twitter Tailored Audiences to reach those people even more effectively. Just upload your email list to Twitter and create a new audience to target your ads to. This is what it looks like: This way, even when you are sharing your influencers’ links, you’ll still be able to showcase your (recommended) content and engage more people with your tweets. Are there any other influencer marketing tools that belong to this list?
Influencer marketing involves a lot of listening, planning and experimenting. These tools will help you set up a social media campaign allowing to better find, monitor and approach influencers.
One important word of caution though: Social media influencers should be tackled with huge care. Remember each of those people has a dedicated online audience: If you appear too spammy, they have eager ears to describe their bad experience to. An influencer media campaign can thus turn into an online reputation crisis.
Always think twice before pitching the influencers anything: Brainstorm together with your team before taking any action.
1. Start listening: Brand24
The first step to setting up a solid influencer marketing program is to start listening to your audience on social media. Not only will it allow you to better engage with people who discuss your brand or products, but it will also help you better understand niche influencers, what they do for a living and how to best approach them in the future.
Brand24 is a great tool for real-time social media monitoring and social analytics insights.
- Set up employee collaboration to make sure there’s always someone listening
- Set up many sources and keywords and organize them in groups (for example, “brand-sensitive”, “niche influencers”, etc.) to assign different teams or team members to different channels
- Detect social media sales opportunities
- Keep an eye on your competitors and who endorses them on social media
- Access easy to digest social media analytics.
It’s a good idea to keep all your social media influencers under a single channel to better interact with them and spot the best opportunity to approach them.
2. Define your audience: MakeMyPersona (or an alternative)
One of the most important part of forming groups of ambassadors is making sure they click with your target demographic. Which means they have to be a part of that demographic. You need to figure out who your audience is, what they want, what they like, and the concerns and needs they have. Hopefully you have already mined a lot of that data through past market research for advertising and product development. Start from there.
If most of your target audience are trendy 20-something early tech adopters, for instance, then that is who you target as an influencer. They will immediately fit in with your audience, and convince them that they know what they are talking about. It drives a connection, and adds a tone to your brand, and the campaign.
It’s a good idea to create personas for your niche influencers the way you’d create them for your customers as well. This way, it will be…