The other day our team was brainstorming an influencer marketing strategy with a client. We started with our first essential step: setting the context for influence, what we call contextualized influence. We preceded to define contextualized influence and why it’s important through an example:
Contextualized influence is important because Justin Beiber may not be influential in your market.
Unless you’re catering to teenagers between the ages of 12 and 18 that are talking about Justin Beiber online, he won't do much for your brand. So identifying general influencers (such as Justin Beiber) doesn't really matter.
You must set your context to find influencers that matter for your brand. Contextualized influence is about finding the right influencers for your brand.
We then worked with the client to set their context by answering two critical questions:
1.What platforms are your fans using?
- Are your fans most active on Facebook? Instagram? Twitter? Or all three? If your audiences aren’t big into Facebook, but super active on Instagram, then that’s where you need to be looking.
- Understanding your demographics will help you see where your fans are talking and gives you an edge before you even start. Leverage your market research to see what the reports are saying about what social media your target audiences are using.
2.What hashtags and keywords are your fans using?
- Influencers are in with the in-crowd. They know which hashtags are all the rage and commonly used within a certain subject or conversation. The right hashtag will turbo-boost your content to the right people. Trust your Influencers, they know their audience best, and know what hashtags will resonate best with their audience to help spread your conversation effectively.
- Once you identify 1 keyword or hashtag, you can experiment with what other popular keywords are used in the conversation until you find the perfect formula.
Feel free to learn more about contextualized influence with ZPoints in Zoomph.