{"id":2277,"date":"2021-04-30T12:00:00","date_gmt":"2021-04-30T12:00:00","guid":{"rendered":"\/blog\/?p=2277"},"modified":"2021-08-31T13:04:27","modified_gmt":"2021-08-31T13:04:27","slug":"the-influencer-code-by-amanda-russell-why-anyone-working-with-influencers-should-be-reading-this-part-2","status":"publish","type":"post","link":"https:\/\/staging.markerly.com\/pulse\/the-influencer-code-by-amanda-russell-why-anyone-working-with-influencers-should-be-reading-this-part-2\/","title":{"rendered":"\u201cThe Influencer Code\u201d by Amanda Russell\u2013Why Anyone Working with Influencers Should Be Reading This: Part 2"},"content":{"rendered":"

Reading Time: <\/span> 2<\/span> minutes<\/span><\/span><\/p>\n

Step 1 of The Influencer Code taught us all about starting with our end goal in mind and coming up with objectives in order to reach that goal. But what\u2019s next? <\/p>\n

Step 2 of The Influencer Code teaches you how to put on your detective hat and observe your target audience. Then, use this research to identify an influencer and determine how you can offer them value. Grab that glass of wine again and let\u2019s get started! <\/p>\n

Step 3 of The Influencer Code: \u201cObserve and Identify\u201d<\/p>\n

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Far too often, marketers end up going too broad when trying to define their potential audience. Why is this? Because many times, there is a fear that going too specific with a target market eliminates potential customers. The problem with going too broad with your audience is that by trying to appeal to everyone, you might end up appealing to nobody. <\/p>\n

So how do you define your target audience? Amanda recommends using social listening \u2013 gathering information to learn who is talking about a brand and what they are saying. In doing so, you will gather demographics and psychographics. Demographics will give you the \u201cwho\u201d behind your target audience (age, gender, income, occupation), while psychographics will help understand the \u201cwhy\u201d (lifestyle, behaviors, attitudes, values). Demographics help you narrow down your target audience, while psychographics help you understand what they care about and who influences them.  <\/p>\n

When trying to choose the right influencer, Amanda suggests weighing out 5 factors to help decide how impactful a selected influencer can be for your brand:<\/p>\n

1.      Brand Alignment \u2013 Are your brand and the influencer\u2019s brand cohesive?<\/p>\n

2.      Authenticity \u2013 Is the influencer perceived as being genuine?<\/p>\n

3.     Content Type and Quality \u2013 Does the influencer share quality content through a medium that will be impactful for your brand?<\/p>\n

4.     Relationship \u2013 Is the influencer easy to connect with?<\/p>\n

5.      Audience \u2013 Is their audience engaged?<\/p>\n

<\/div>\n

Amanda also talks about her 5 R\u2019s that are relevant when analyzing influencers:<\/p>\n

1.     Reach \u2013 The total size of the influencer\u2019s following across all platforms.<\/p>\n

2.     Recognition \u2013 How known the influencer is in the category you\u2019re trying to focus on.<\/p>\n

3.     Reference \u2013 Has their work been referenced or featured on any lists and are these lists credible?<\/p>\n

4.     Relevance \u2013 How closely associated they are with the topic you\u2019re marketing.<\/p>\n

5.     Resonance \u2013 The quality of engagement the influencer gets. <\/p>\n

<\/div>\n

Amanda makes it a point to mention that while these are some of the important factors you should consider, your selection of an influencer doesn\u2019t need to align with all of these factors. There are many influencers who don\u2019t have a huge following or online presence but could be more influential to your target audience than a macro-influencer would be. <\/p>\n

Now you know 2 out of the 3 steps of The Influencer Code. Be on the lookout next month for the final blog post where we discuss the last and final step to complete the Code! <\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 2<\/span> minutes<\/span><\/span> Step 1 of The Influencer Code taught us all about starting with our end goal in mind and coming up with objectives in order to reach that goal. But what\u2019s next?  Step 2 of The Influencer Code teaches you how to put on your detective hat and observe your target audience. Then, use this research…<\/p>\n","protected":false},"author":8,"featured_media":2278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/2277"}],"collection":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/comments?post=2277"}],"version-history":[{"count":1,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/2277\/revisions"}],"predecessor-version":[{"id":2349,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/2277\/revisions\/2349"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media\/2278"}],"wp:attachment":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media?parent=2277"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/categories?post=2277"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/tags?post=2277"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}