The American developer of marketing software products HubSpot conducted a study and found that 88% of marketers use influence marketing. to increase brand awareness. YouTube, Facebook, Instagram, and TikTok remain popular platforms for advertising products and services.
However, to achieve maximum results, you must first know how to find bloggers for cooperation. Follow our advice and you will succeed.
Tip #1: Know the target audience (TA) of a business blogger
The influencer’s target audience should include potential clients of your business; otherwise, the advertising will not be interesting to subscribers. Be sure to consider such indicators as gender, age, ability to pay, geography, and topic relevance.
How to check a blogger’s audience?
- Review and analyze the last 5-10 posts/videos and comments on them.
- Study the TA geographic location, ask the blogger for relevant statistics, and see which profiles respond to your target posts.
- Use one of the automatic analytics and audience monitoring services (for example, TrendHERO, Minter.io, etc.).
- Contact Dmark Digital Marketing Agency not to think about how to view the blogger’s statistics.
Important! The more matches in the TA between you and the blogger, the higher the reach of posts will be. In other words, more unique users will view your advertising content. Good business bloggers on Instagram provide a reach of about 40-60%.
Tip #2: Make sure your subscribers are active
The number of subscribers is important, while their activity is even more important. Active reactions to content are considered to be likes, comments, reposts, and saved posts. The higher the activity, the more people will learn about your brand.
The engagement rate (ER) is easy to calculate:
- You just need to add the number of likes and comments to a post.
- Divide this number by the total number of subscribers.
- And multiply the result by 100%.
When deciding which blogger to order advertising from, remember that ER below 1% is an unsatisfactory indicator, 1 to 3.5% is an average indicator, and 3.5 to 6% is a high engagement rate.
Please note! Before searching for bloggers on Instagram or other platforms, ensure that the selected candidates have a minimum of fake subscribers. Those usually do not have avatars or information about themselves or have weird nicknames. If a blogger cheats on subscribers, do not cooperate with them.
Tip #3: Explore the blogger’s previous advertising integrations
To finally decide on a blogger for business, look at the advertising posts they already have on various social media and other available platforms. Evaluate their cooperation with other brands, running through the following points:
- Does their content look organic; what is the audience’s reaction to it?
- How was the communication between the blogger and the target audience?
- What were the results of the integration (views, comments, likes, etc.)?
- What is the advertisers’ feedback on the effectiveness of cooperation?
Please note! If you prefer a social media like Instagram, explore the blogger’s Stories. After all, many opinion leaders interact with their audience most actively there: they announce contests, conduct polls, and use other technologies to engage subscribers and increase their audience reach.
A bonus tip
Choose only those bloggers whose popularity has a positive trend and who regularly invest in their blog and development. If there is a negative trend in their activities, the blogger probably thinks about ending their career and bets on chaotic monetization. The result of such cooperation will be of a dubious nature.
Experienced influence marketers are sure that out of 100 opinion leaders, only 10% will fully suit you in all the listed parameters, and an opinion leader with a large audience is not always the right choice in terms of the price-quality ratio. Therefore, do not risk and entrust the blogger’s choice to professionals.
You don’t know where to look for bloggers for advertising? DMark has a database of influencers with whom your brand will get the most. Our influencer marketers will select opinion leaders for you, taking into account all the requirements and the target audience of a specific business.