How to Use Data to Identify and Source Influencers for Your Brand
How to Use Data to Identify and Source Influencers for Your BrandDiscovering, identifying and vetting the right influencers is among marketers’ biggest influencer marketing challenges – and then, there’s the issue of scale. Designing a scalable influencer marketing strategy in 2018 requires an influencer marketing mix comprised of influencers, advocates, referrers, and loyalists, as well as an influencer recruitment and identification data strategy.
If you plan to engage influencers during initial campaign planning, i.e. initial research, campaign ideation (and you should), you will need to have influencers identified before campaign planning kicks-off, using data sources and attributes identified in your influence-augmented customer journey.
Aligning influencers from the beginning of the planning process also means you mitigate the risk of not finding the right influencers to power your content strategy, as well as brand alignment through the content creation process. Depending on the number of influencers required, it is best practice to allow three months for influencer identification and recruitment.