• Natasha Kalergis

Our Top Influencer Management Tools

Updated: Feb 11, 2019

Use these influencers tools to identify the right partner, cast your brand to a broader audience, and drive sales.

Influencer partnerships are rapidly becoming a cornerstone of major marketing strategies. Some industry experts predict the influencer marketing industry will reach $10 billion by 2020. Partnering with the right influencers for your campaigns can not only drive sales but cast your brand to a broader audience and cultivate loyalty.

However, starting out with influencer marketing can be nebulous. How do you find the right influencer within budget who can maximize your return on investment? In this article we will highlight some of the best tools to identify influencers and manage those relationships.

Buzzsumo - How to use Buzzsumo to curate lists of influencers on Twitter

Finding the right, passionate, impactful influencers to amplify content on Twitter is actually pretty difficult to do. So much so, Steve Rayson of BuzzSumo coins these influencers “unicorns”. Cultivating fruitful and trusting relationships with these influencers can present even greater challenges.

The best influencers demonstrate passion in the same areas as your business, maintains a strong domain distribution and emphasize engagement.

It may surprise people that the number of followers an influencer has on Twitter does not correlate directly to the average number of post retweets. The culmination of passion, domain distribution and engagement do.

Marketers looking to find and partner with a unicorn influencer, can use BuzzSumo’s top content search tool to find people already sharing content related to your topic or project. After the tool generates the list of shares by influencer, you can filter by average retweets to uncover the strongest influencers relevant to your interests. The tool also reveals domain authority, influencer bios, follower count and other engagement statistics.

BuzzSumo’s top content search tool provides invaluable insight to help you curate a strategic list of influencers for Twitter marketing.

Using FameBit to Publish RFPs for Influencer Campaigns

After pinpointing your dream influencers, it’s time to bridge the gap and forge a partnership. How do you reach a star influencer? Famebit acts as a conduit to those influencers. Influencers sign up for Famebit to connect with companies and land jobs.

Getting started on the Famebit platform is simple. After setting up an account, marketers can create a campaign through the Famebit dashboard and start linking up with influencers. Famebit will ask a series of questions to establish the scope, requirements and budget for the campaign.

Once the campaign is approved, influencers will start bidding on your campaign by submitting a proposal. Marketers can learn more about influencers bidding on their campaigns by viewing the influencer’s Famebit profile. After accepting a proposal, marketers can approve content and pay influencers on the Famebit platform.

Identifying Industry Influencers through Instagram Keyword Search

Instagram by and large is the most desirable social media platform for influencers to work with. Izea, an influencer marketing software company, suggests starting the Instagram influencer search with a DIY approach. This includes searching for keywords related to your campaign. Instagram allows you to search for both hashtags and locations (which may be relevant for a localized campaign).

Identify and Manage Industry- Specific Influencers through Keyhole.co

Keyhole is a go-to tool for finding influencers and managing influencer relationships. Keyhole’s platform allows marketers to obtain a high-level view of influencers and their performance metrics such as engagement, follower count and impressions. The tables also track hashtag usage to help marketers pinpoint relevant influencers for their respective industries.

Users of the Keyhole tool can manage their influencer campaigns through turnkey reporting with hashtag, keyword and account tracking. Customers report the Keyhole platform frees up time with automatic reporting and analytics that not only monitor the effectivity of a campaign but help influence the influencer.

Why Facebook is Generally not a Favorable Influencer Platform

Recent updates to the Facebook algorithm make it inherently more difficult for influencers to make impressions on the platform. Facebook is a numbers game. In order for users to see a post beyond their initial friends list, it typically requires big budgets and an enormous follower base. Influencers with high engagement but a relatively low follower count, which can be more effective from a marketing standpoint, can’t seem to break the barrier on Facebook.

Influencers also generally have a hard time keeping up with Facebook. According to Forbes, Facebook is a moving target since the rules and algorithms seem to change weekly. Marketing effectively on Facebook can be an incredibly time consuming and expensive endeavor for smaller brands and influencers.

Pros and Cons of Influencer Marketing in 2019

Approximately 54% of female consumers have purchased a product after seeing it recommended by an influencer. Most people prefer a third party or a friend to recommend or validate a product prior to purchasing. Influencers that consumers admire and trust can help overcome the inertia and catalyze buying.

Including influencer partnerships as part of your marketing strategy can grow your customer base organically on mainstream social media platforms. However, the execution needs to be precise and the partnerships need to make sense. 61% of women report paid content (such as posts including #ad or #sponsored) feels disingenuous and 37% of those consumers report unfollowing influencers who post too much paid content.

Despite some cons, influencer campaigns are becoming necessary for B2C marketing strategies in the digital age. Remember not to be blinded by follower count and to really focus on engagement and domain authority. With the right tools, an influencer campaign can be a serious marketing game changer!

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