Types of Influencers + Strategy

Determine The Type Of Influencer You Need?

Nano Influencer

Small but mighty, nano-influencers usually only have a few thousand followers. But don’t overlook them because of that, as bigger isn’t always better. These influencers are able to offer access to quality audiences over quantity. Nano-influencers have closer relationships with their followers and typically produce higher engagement rates.

Micro-Influencer

Having anywhere from 10,000-100,000 followers, micro-influencers often have more experience under their belt than nano-influencers and are typically experts of a specific industry or niche. With access to a large following, but still able to maintain close relationships, micro-influencers will be cheaper than macro-influencers, while still producing quality results.

Macro-Influencer

Macro-influencers are able to provide a happy medium between celebrity and micro-influencers, with anywhere from 100,000 to 1 million followers. These influencers are able to provide access to a large audience of a specific demographic, however, they usually have low engagement rates because of their size.

Celebrity Influencer

Celebrity influencers will cost the most money to work with, however, they will have more reach than the other influencer types, usually having access to millions of followers all over the world. They also commonly use more than one type of social media, expanding their reach even further. Like macro-influencers, because of their size, they don’t provide high engagement rates.

How to Create an Effective Influencer Strategy

Research, research, research. Every marketer understands the value that research and planning before they launch any new marketing strategy or campaign. To get the most out of your influencer strategy the following guidelines will help you get started:

Know Your Audience
Sure, ideally you’d like everybody and their brother to see your marketing campaign to get the most exposure and hopefully produce sales. But not having a solid knowledge of who you are marketing to and how to cater specifically to that crowd will be a waste of time and effort. If audiences don’t feel a connection to the products and services being marketed to them, they are less likely to make a purchase.

Influencers are able to take the legwork out of reaching out to audiences with the perfect message to share with their followers, but companies are still responsible for taking the time to know who they want to reach. Taking the time to create customer personas, or generalized representations of what ideal consumers look like is a useful practice that will help you get an idea of who your target audience is and in turn, will make narrowing down the vast field of influencers to partner with more manageable. Influencers will also have an easier time marketing your brand.

Know Your Goals

An important first step in your influencer marketing strategy is to establish your goals to help measure and evaluate the ongoing success of your campaigns. Goals will vary and can range from increased traffic on both websites and in stores, to increasing customer loyalty or increasing brand awareness in the public eye. Take the time before partnering with an influencer to think about what you’d like to achieve with your campaign and what metrics you will be reporting on.

Start with 1-3 small but attainable goals and be sure to get baseline metrics of where your company stands before your strategy begins so that you have something to compare your campaign metrics with. Track progress on a regular basis throughout the life of the campaign and perform an audit at the end to get an understanding of what worked, what didn’t, and how to tweak your next campaign for success.