Celebrity and brand partnerships are a venerable tradition, from Babe Ruth hawking cigarettes and Michael Jordan lifting Air Nike, to Jennifer Aniston selling skin cream. Partnering with celebrity can boost marketing, but it also comes with risk: choosing the wrong influencers can drive customers away.
There are other options to consider as well. Using influencers — socially savvy individuals — in your niche to create and distribute relevant content and share it in an authentic and transparent way is a smart way to make your brand stand out.
Influencers know a lot about social media and engaging with digital content than brands, and what makes these influencers more powerful is the specialized, niche-based content they produce.
There are literally millions of bloggers pushing out content in popular areas, from to technology, fitness, fashion, and entertainment. And these influencers can be segmented further to reach specific consumers, like classic car owners, marathon runners, tech fanatics, and others.
Here are a few tips to help you find and engage the most effective influencers for your business.
Do Some Brainstorming
Before you begin looking for influencers, determine what you expect them to do or how you expect them to affect your customers. What kind of impression do you want to make? Your brand is a key part of the answer. Whether you’re selling technology, beauty products or power tools, it’s important to focus on what you’d like influencers to accomplish.
Cast A Wide Net
Although you should narrow your choices to influencers who can truly help your brand, you’ll need to find them first. Celebrities don’t only exist in Hollywood. Seek influencers whom you can logically associate with your brand, and don’t limit your search to famous actors or musicians; you might find the perfect influencers for your brand in different venues, such as social media.
Make Sure They’re Authentic, or Make Another Choice
The most popular influencers aren’t necessarily the ones to approach, financial considerations notwithstanding. Customers can intuit if an influencer is genuinely (or disingenuously) supportive of your brand or message. Find influencers who believe in what you’re offering. And look for those who can give your brand an authentic endorsement.
Get Them Involved
When you find influencers who are a perfect fit for your brand, consider asking them to be part of the creative process involved with your products or services. This can provide them with more incentive to support your brand, and offer you a powerful voice that can help your business succeed. And by all means, allow your influencers to express their own voices (don’t put your words in their mouths). Rather, invite them to use their own brand to endorse yours.
Looking for the perfect influencer fit? Ping the experts at Rebel Interactive Group. We have a few tricks up our collective marketing sleeve to help your business expand and grow.