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If you are in the marketing space, you may know the impact a good influencer can have on a brand. On the other side of the coin, a bad influencer can do some pretty hefty damage.
What is an influencer? The name is pretty accurate. In our world, an influencer is basically a blogger or social media personality with a lot of influence in their vertical. If you get a good influencer on your side and working with your brand, it can open you up to a whole world of new possibilities, with a brand new set of eyes on your product or service.
It’s important to the qualities of a good influencer so you know your brand is in good hands. Let’s take a look at some of the qualities.
Image via Flickr by theglobalpanorama
It may seem obvious, but a great influencer needs to be all around likable. An influencer who takes the time to build a positive reputation for themselves to clients and customers alike is someone who is going to take the time to do the same for your brand.
It may seem silly that someone wouldn’t take the time to be liked by their followers, but there are influencers out there who alienate segments of their audience. You don’t want that person.
A good influencer is a passionate influencer, someone who truly cares about their vertical. Passion equates to a hunger to learn more. They want to know everything that’s happened, happening, and will happen. They stay up to date with the latest trends, and know when trends are going to fizzle out. A passionate influencer can talk endlessly about all aspects of their vertical, and they can do it with confidence.
You can trust that an influencer who is passionate will take the time to learn what your brand is about because you are a part of their space. They want to make sure the partnership works because they know what you’re all about and how it aligns with their audience and their field of expertise.
What good is all that passion if the influencer isn’t going to use it to engage with their followers? The whole point of working with an influencer is to tap into their audience base through them.
A good influencer actively engages with their audience. This doesn’t mean the audience needs to be huge, though that has its own benefits. If your influencer keeps an active and consistent publishing schedule and takes the time to comment, share, and like on social media to keep the conversation going, they’re a keeper. If you want people talking about your brand, you need someone who is going to talk to the people.
Not much can turn followers off like inauthenticity. True lovers of the vertical are going to be able to spot a fake from a mile away, and that’s not something you want to be associated with. When your influencer is authentic, they build trust with their followers. The followers genuinely listen to what they have to say. If they say your brand is something they should check out, it’s something the followers are going to check out.
It’s great when an influencer is an expert in their space and engages with their audience, but they also need to know how to market. Good influencers don’t just take payment and post content to make a quick buck, they can integrate your content with more subtlety.
When they don’t beat their followers over the head with obviously sponsored content, it increases their likability and authenticity, while showing their followers that the influencer genuinely cares about your brand and finds it beneficial. A good influencer knows this is a win-win and will take the time to market your content the right way.
As with the other qualities in this list, authority is an important piece of the puzzle. If someone has passion but doesn’t have authority, no one is going to listen to them. Someone who is an authority has the knowledge and the expertise to convey accurate information in a way that people believe. People go to this influencer to find the facts. They trust what they read. Their authority is your authority.
However, that knowledge and expertise aren’t the only ways to tell if someone is an authority. Simply looking at their website is an instant tell. Is it clean or cluttered? Formatted well or hard to navigate? Are there grammar errors or does everything seem to make sense? A beautiful website with minimal grammar mistakes (i.e., anything besides honest typos here and there) is the mark of someone who is an authority in their space.
This is where the bigger audience comes into play. A good influencer knows how to be seen. They can pull in followers to create a large audience that cares about what they have to say. The influencer knows how to work social media to their advantage. For example, they most likely know the best times of day to publish certain content to get the most response. This is a small but key component to being a successful influencer, one you want on your side.
If you read the previous newsletter article about brand persona, you know it’s an important way to connect with the right audience. Having an influencer that is a fit with your brand persona is a wonderful way to further promote that brand persona and show your audience it’s truly who you are. If your influencer ultimately shares the same values and has similar goals, the audience is going to see the connection. You don’t want a rough-and-tumble outdoorsy blogger for your chic, reserved brand.
As you’ve probably gathered, a lot of these qualities work hand-in-hand. It takes one for another to work. If you take your time and do your research when you’re looking for influencers, you can end up with the perfect brand ambassador. If you don’t want to do all that work, CopyPress can do that for you.