How to find the right influencer for your business

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How to find the right influencer for your business

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Influencer marketing can be a great way to increase sales, awareness, and credibility for your brand — if you do it right.

As valuable as influencers can be to your business, there’s one crucial element that can’t be overlooked: finding the right influencer for your brand. Make no mistake: your choice of influencer could mean the difference between a great campaign and an unsuccessful one.

Let’s take a look at the most important pieces of information you need to have in order to make the best choice for your brand and get the most out of your influencer experience.

 

“Influencer” Doesn’t Always Mean “Celebrity” 

“Influencer” can refer to a celebrity, but the two terms aren’t interchangeable. Along with celebrities, there are lots of different people who can be considered influencers. Here’s are some examples:

·      Bloggers with large audiences

·      Popular YouTubers

·      Industry experts

·      Writers (especially those who regularly contribute to popular publications)

·      Celebrities

Anybody can give recommendations. The difference between the average Joe and a true influencer is that when an influencer gives a recommendation that recommendation goes out to a larger audience than the average person has; more importantly, that audience usually listens and acts on the influencer’s recommendation.

Maybe you’ve never tried influencer marketing because you assumed you’d have to shell out for an A-list celebrity to endorse your product. Think again.

 

Choosing an Influencer is a science

It’s not as simple as picking an influencer out of a hat — if it were, we wouldn’t see so many influencer campaigns going off the rails.

The question you should be asking yourself is not if you can hire a particular influencer, but why you want to hire them. In order to figure that out, here are some things you should consider:

·      A good fit between your brand/industry and the influencer

·      The demographics of the influencer’s audience

·      The size of the influencer’s audience

·      The influencer’s engagement rates

 

 

Influencer/brand fit & demographics: The keys to success

The benefit of influencer marketing isn’t just the ability to reach a larger number of people; its reaching the right people.

What makes influencer marketing so valuable is the ability to put your brand in front of an audience of people who are likely to use it. That’s also why it’s so important to consider the influencer’s audience demographics.

There’s not much value in hiring Selena Gomez (who has a much younger audience) if you own a payroll company — her followers aren’t as likely to buy your products no matter how much Selena Gomez says she loves them.

 

Identifying a good fit

Finding someone who’s well-known in your industry is only half the battle — you also need to find someone who gives your campaign the greatest odds of success.

To identify the ideal influencer, ask yourself these questions:

·      Has the influencer endorsed similar brands or brands in my industry in the past?

·      Does the influencer have any causes or charities they support? If so, do they align with any causes/charities that my brand supports?

·      Is the influencer’s audience the target demographic for my brand?

·      What are the influencer’s interests or passions? Does my brand share them? If not, does my brand address their interests or passions?

 

Audience size vs. audience engagement: What’s the difference?

Audience size can refer to the number of followers an influencer has on social media, or it could mean the number of people who have signed up for their email list.

Depending on what you want out of your campaign, size may not be everything. After all, a lot of entrepreneurs don’t just want people talking about their brand — they want people buying it.

In that case, the influencer’s engagement rate is more important; that is, how often an influencer’s followers like or comment on the influencer’s social media activity. The higher their engagement, the better your chances of converting fans of the influencer into consumers of your brand.

To get a rough idea of an influencer’s engagement rates, take a look at their social media posts. Divide the amount of average engagement (comments and likes) they receive on their posts by the influencer’s total number of followers.

If an influencer has a million followers but usually only gets 1,000 likes/comments on their posts, their engagement rate is 0.1% — not great. Ideally, you want to work with influencers who have an engagement rate of 0.5% or better.

 

 

You’ve identified your ideal influencer. Now what?

This is the million-dollar question. After all, what good is it to know exactly what kind of influencer would be perfect for your campaign if you don’t know how to find them?

Lucky for you, there are plenty of options at your disposal — which one you choose depends on what your goals are for your campaign.

 

If your brand is in a niche market: 

If your brand is in a niche market, you can try BuzzSumo. BuzzSumo is a great resource if you’re looking for what are known as “micro-influencers” — lesser-known influencers with an audience of 10,000-90,000. (This includes the bloggers, industry experts, and writers I mentioned above on Twitter.)

With BuzzSumo, all you have to do is enter your industry in the search box, and they’ll provide a list of influencers who have a solid track record in that industry.

 

If you need a well-known face:  

If you’re looking for a more broad campaign and want to find an influencer who’s already well-known to a larger audience, you can try utilizing search tools within the social network that you are utilizing.

For example, with Instagram you can search for relevant terms by using hashtags, or with Twitter you can search using specific keywords.

 

If authenticity is your main objective:

Influencers are only effective if their audience trusts that the influencer believes in the brand they’re endorsing and isn’t just trying to sell them something.

You can try searching for keywords relating to your brand on social media. If your brand has a hashtaggable slogan, search that hashtag and see who’s talking about it.

With this method, there’s a chance of finding an influencer who already likes your brand. Finding an organic influencer partner is a great way to lend authenticity to your campaign; just look at Sprite’s partnership with Vince Staples, a longtime fan of the brand.

If you want to help your brand continue to grow, influencer marketing is a great option. Make sure to keep these tips in mind — they’ll make it a lot easier to take the first step in moving your brand to the next level.

 


Billy Bones is the founder of Booking Agent Info, which provides brands with the contact information for the official agents, managers, and publicists of influencers and celebrities. He also runs Celebrity Endorsers, which provides brands with influencer data including past endorsements, interests, and the charities and causes that they support.

 

 

 

 

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SME guide to renewable electricity

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SME guide to renewable electricity

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This month, for the first time ever, a new record was set where over 50% of the UK’s electricity demand was met from renewable sources. The power industry has come a long way in reducing its carbon footprint in recent years, with other traditional sources still contributing largely to Britain’s power demand. It may not be surprising that coal still produces 9% of Britain’s electricity, but due to the amounts of carbon dioxide released during its combustion, other types of renewable sources are being invested and are starting to dominate fossil fuels and nuclear power. 

This record has been a result of the industry’s investment in renewable sources, Government regulations (such as the carbon tax) and in a small, but increasingly important way, a demand from SMEs for renewable power. But how can small businesses that lack procurement and sustainability departments understand the different forms of renewable electricity available and how can they make the right choice that will best suit their business?

 

What is renewable electricity?

Let’s talk first about what renewables actually are. Renewable electricity is sourced from naturally occurring sustainable resources that will be replenished over time. There are many different sources of renewable electricity and some are weather dependent and require another source to ensure a consistent supply. The sources that are more likely to be offered by your energy provider are; solar, biomass, wind or hydropower. 

For many SMEs, the terms used when discussing renewable electricity can be confusing. For example, when looking into switching to renewables, the issue of intermittency is often raised. Intermittent sources of power, such as the wind and the sun, are becoming increasingly predictable as weather forecasting improves. But due to wind and solar farms’ reliance on favourable weather conditions, their power needs to be supplemented by other sources to ensure a continuous supply. This could be flexible fossil fuels such as coal or gas, or responsive renewables such as biomass. ‘Grid parity’ is also likely to come up to describe when a new technology can produce energy for the same cost as existing, traditional power sources rather than requiring government support to make them viable. Ultimately reaching grid parity is important for renewables, as this is when they will be able to truly compete with other more established forms of power generation. 

 

 

Why renewable?

According to our research more than 72% of SMEs want their energy providers to be more committed to renewable energy. With increased awareness of renewables and discussions becoming more focused on climate change, it is no surprise that more businesses are considering energy as a strategic focus -  with more than 80% are placing an increasing value on where their energy comes from. Certainly switching to renewable electricity can be good for SMEs in terms of their Corporate Social Responsibility (CSR) but, they should also be interested because of how quick and easy it is to switch. There are also the financial benefits attained through energy-efficiency programmes, such as smart meters which allow businesses to see what they’re using and when, and how much it’s costing them. They can use this information to adjust their usage accordingly and help them save money. 

 

Responsible business

SMEs who are taking an active role in reducing their energy consumption and switching to a more renewable source are demonstrating a high level of corporate citizenship according to a report published by Bain & Company. With an increase in their overall corporate responsibility, business can reap the benefits of a stronger corporate image, improved public perception and even make the business more attractive to investors and of course new employees. 

Small businesses, however, are unlikely to have a full time resource to look after their corporate social responsibility programme (and let’s be honest this won’t always be front of mind), but by using renewable electricity they can boost their sustainability credentials, and contribute to a CSR programme without having to spend a lot of their valuable time on the process. Given we know time is of the essence for SMEs, this can be no bad thing. 

 

 

Saving time

And talking of saving time…we know that most SME owners are often very keen for more time as they have a very broad spread of responsibilities to take care of. By making the switching process simpler and quicker this not only helps Haven Power’s journey towards a lower carbon Britain but can give SMEs valuable time back! From our own research we can see SMEs are now only spending six minutes a year engaging with their energy providers, less than lining up for your daily coffee. This means they can spend time on what they really need to be doing – running a business. 

 

Saving money

We know that SMEs want to be responsible – rather than only making money. The first step towards being a responsible business and reducing carbon emissions, starts with us supporting businesses in helping them to use less energy and as a result, spend less.  The Bain report says that by adopting an energy efficiency programme, businesses can save up to 30% on energy costs within three years. 

We are experiencing a moment of unprecedented change for the energy market, with more providers, businesses and the Government pledging to be more environmentally responsible, renewable electricity needs to become a crucial consideration for all SMEs. With all the innovations in renewable electricity, it is now the time SMEs can afford to look at switching to a renewable package. The end goal of becoming a lower carbon Britain with a growing, dynamic economy is not the only journey we are on at Haven Power. We also want to help businesses to understand how they can be more energy efficient, help them regain control and spend less on their electricity.