How To Determine Your Influencer’s Audience
Just like traditional advertising, your message needs to reach the right influencer’s audience in order for your social media outreach campaign to work. A few years ago, for example, Scott Stratten (@unmarketing) wrote an article about Magnum Ice Cream. The focus of the article was about the social media campaign, not about the ice cream. He understands his audience likes marketing information, so he wrote the article in a way that his audience would be receptive. And it worked. Good job Scott!
How can you take this example and apply it to your social media outreach campaign? Or if you’re an influencer, how can you find out who your audience really is? Here’s how:
Matching Your Message To An Influencer’s Audience
Looking at Alexa, you can get basic demographic and geographic information for an influencer’s blog. You can even ask the influencer for a Google Analytics report to verify the geographic locations are accurate. If the influencer ever did a survey or a poll, they might have some additional demographic data that they can provide.
When it comes to social media, a lot of influencers are active on Twitter. According to Technorati’s 2013 Digital Influence Report, 88% of influencers are active on Twitter. Wouldn’t it be wicked awesome if you could tap into an influencer’s Twitter audience, and get accurate demographic and psychographic data? Well, you can!
If you’re an influencer, you can use tools like KnowYourFollowers and PeekAnalytics to get deeper data on your Twitter audience. This isn’t just simple data – it will give you percentage breakdowns of gender, age, location, interests, income, occupation, industry, etc. Brands can still use these tools to dig into an influencer’s audience, but they get expensive, fast! Depending on the amount of followers your influencers have, these reports could total up from $500 to $2000+.
Next steps would be for you to sort through the influencer audience reports that you have, and figure out which influencer is best for your campaign. There’s currently no easy way to filter this information, but InNetwork is building an influencer sorting tool that will give you the best influencers for your campaign based on audience information. So stay tuned!
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