In this article, you will know how to choose Influencers that will benefit your business.
There are 4 groups of people that you need to be friends with. Each of them can bring you to a new audience and help to build your influence.
What is an influencer?
An influencer is a person who can impact the opinion and behavior of people because of his or her :
- Relationship with the audience
Here are the key components :
When you work with the influencers you leverage their audience and their name or both. That way when you work with them you grow exponentially. So, here is how to choose influencers that will benefit your business.
These categories of people either already well-known in the industry or can bring you in front of new people.
- Industry experts and thought leaders
- Bloggers and content creators
- Micro Influencers
Celebrities are people with millions of followers. You can think of such names as Selena Gomez with more than 160 million followers or the most popular YouTuber, PewDiePie, with more than 100 million subscribers.
There are plenty of other people. Just put 6-7 zeros after a number of followers on any social media channel and here you go, you’ll get a celebrity. Working with celebrity influencers will most likely get you in front of millions of people and potential clients.
This will obviously get you much more exposure. But you need to choose influencers that match the market you are targeting. Because it’s gonna cost you a lot, I mean a lot… a lot of money and you don’t want just through them away.
2. Industry experts and thought leaders
The next group of influencers is industry experts and thought leaders. That’s a minimum level that you should set for yourself to grow to.
Those are people, who are known for their expertise, work, and experience in the specific field. They are trusted sources who move and inspire people with innovative ideas. With time, they create a dedicated group of friends, fans, and followers to help them replicate and scale their ideas into something bigger in the industry.
They are always good to collaborate with. Sometimes there is no need to get them to involve directly. You can create the project around their names. Many people found it provoking and it created a lot of media buzz around him.
3. Bloggers and content creators
The third group of people is bloggers and content creators. I mean, everyone who creates content or involved in creating content around a specific topic and who has a solid number of readers or viewers.
Those can be YouTubers, podcasters, journalists in offline or online magazines, radio or TV hosts They are all micro influencers, who can get you in front of your audience and help to gain credibility.
Thinking about how to choose influencers among these people you know that there are thousands of options you’ll benefit from those who have a specific niche and work with the same audience as you. That doesn’t mean they should talk about the same stuff as you.
If you are a fitness trainer who helps people to lose weight similar niches might be a healthy lifestyle or healthy food, or yoga exercises. These types of influencers you can easily start with right away. To start with, you can search for the blogger’s meetups in your city. Or organize it yourself.
When we had a blogger’s meeting in Beijing, we had a group of mom-bloggers who right there came up with the roundup post idea to cross-promote each other.
You can even suggest to a blogger to organize these types of roundup posts and help to find people for it. If you want to reach out to podcasters and journalists you can pitch them as an expert, sharing your story and knowledge. Or you can ask if they are interesting to talk about your recent project.
4. Micro Influencers
Here is the last group of influencers that will benefit your business. Micro influencers are normal everyday people who have become known for their knowledge in the specific audience and/or have the engaged community.
Especially good if they have many conversations going on social media, means they are communicating with people on a regular basis.
Their followers listen to them and they will listen if a micro influencer will recommend your service.
Looking at all of these 4 groups, if I would need to pick only one group to focus on to grow a business and personal brand I’d go with content creators. At the same time, they help you with both reaching people and gain credibility. If you’re up to that too check this special guide that will help you quickly to get featured on the niche podcasts. Marketing is all about testing and doing more of what works for you.
Question of the day about which group of influencers do you want to get examples on how to work with?
Let me know in the comments below.