If there Is one mistake that you should not make when it comes to influencers marketing, it is choosing the wrong influence. Do you know what will happen when you do? You end up wasting your money, time resources and possibly products and whatever you have made available to the influencer. Just imagine investing 5-6 figures on an influencer or giving them products worth thousands and you don’t make your capital back, let alone make profit. How would you feel? It is definitely not good for business because you are in business to make money. This is why you have to do a due diligence research when it comes to picking an influencer for your brand .The influencer has to be scrutinized properly.
Here are four very important things you should look out for;
- Relevance to your niche: if your brand for instance is focused on kids and mothers, you should not be using an influencer who is not a mother or someone who doesn’t have children. You should use an influencer that suits your brand using an influencer that doesn’t know anything about motherhood might cripple your business and will yield fruitless results.
- Community Engagement Rate: you want to choose an influencer who has grown a community and has good engagement and reactions when they post. This community simply means how many followers they have and how many likes or shares and comments they get once they post on any of their social media platforms. One of the best ways to know if their followers are genuine is by going through the comments on the post and also check how many reactions they have within the next 3 minutes after the post was established. N/B: not everyone with thousands of followers is fit to be tagged an influencer.
- Consistency: you should also consider choosing an influencer that is always online 24/7 and not the ones that post once in every month.
- Authenticity: choosing an influencer that acts their self is very important because it won’t be difficult for them to convince people to patronize your brand. You need an influencer that can pass the right message to your prospective clients.