Influencer Marketing – How to Find the Right Pet Influencer For Your Brand
21 August, 2017
Influencer marketing

Influencer marketing is the buzz word circling around businesses today and brands are jumping on board.  Influencer marketing is just a fancy term for having a respected brand or person in your field endorse your business.  It really is no different than a celebrity being paid a boat load of money just to wear a particular item.   But, this comes with a price and it is important to find the right influencer to get the attention and exposure you want for your particular targeted market.

What exactly is influencer marketing?

Influencer marketing is way for brands to connect with their target audience through influential people. Influencers are individuals, pets, celebrities or anyone else who has a large number of followers and interaction on their social media platforms.   If they are truly influencers, their followers will trust their opinion and will help your brand get the attention and exposure you want to your particular targeted market niche.

Influencer marketing can also help brands build their social media following, promote product launches, improve engagement, and increase conversions.

How do you choose the right influencer for your pet business?

When choosing influencers for your campaign, you should focus more on the relevance than reach. You want to reach your specific target audience and what they promote needs to align with your brand or needs.  If you have a dog walking business, who better than a well-liked sought after dog trainer who already has a built in audience of parents with dogs who trust his or her dogs.  Most would welcome his or her recommendation.

The size of the influencer doesn’t matter as much as the credibility

The celebrity influencers with hundreds of thousands of followers generally have much lower engagement rates than smaller influencers.  They are promoting so many brands that it is hard to really know which they really like and your brand can lost in the process. If the goal of your campaign is to increase engagement or even sales, consider a smaller influencer.  Since their audiences are smaller, it’s easier for these types of influencers to connect with their followers on a more personal level. That helps increase engagement on the content they post.

Go for a consistent look, feel, and tone

When choosing an influencer, in addition to finding a fit for your niche market, you need to find someone who has content and recommendations that feel and looks similar to yours.  You want the influencer to present your brand to potential customers as you would with but with their unique style.  Any social media influencer who has worked hard to build a following will not accept a deal that makes his or her own brand seem inconsistent.

While you want your brands to align, let the influencer work their creativity

An influencer’s followers are used to the unique style and tone of that influencer’s content.  If your brand tries to interfere too much with an influencer’s content or style, the content they create for you may seem inauthentic.  And, then, the content will fail to win the trust of the influencer’s followers.  It is important that your influencer keeps in tune with their voice which could be a good change and resonate with your target audience.  After all, that is why you are paying them.

While influencer marketing is one of the hottest online marketing trends today, you still need to do your research, make sure their efforts align with your overall marketing strategy, and track your results as you would with any other marketing program.  What works for one brand might not work with another.

If you have a pet related business and are looking for the right influencer, click here and we will help you find the right influencer for your specific brand and audience.  You can also email us to: lisa@petpav.com

Like this post, you will probably want to read this one:  How to Market Your Pet Business

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