Never underestimate the power of millennials. The generation, born between 1981 and 1995, makes up a third of the population and is a larger group than the baby boomers. When you want to access their buying power, partnering with social media influencers is an effective strategy for bringing in new customers. Most millennials don’t like or trust advertising, yet they willingly follow influencers who recommend products and services.

Influencer marketing is a relationship built on longing. The audience feels an affinity for and wishes to be more like, the influencer. As long as that person has the trust of the audience, you can tap into that relationship for your own business goals. How do you find the right influencer though?

Elements Your Influencer Needs

There are six elements to consider when evaluating a potential relationship with an influencer. You are looking for someone who has:

• Extensive reach to new customers.
• Regular activity on her platform.
• Viewers who express loyalty to the influencer.
• Regular engagement with her audience.
• An audience that overlaps with your target customer.
• Content that reflects your business style and marketing.

Tools for Finding Your Influencer

To evaluate those elements, you first need to find potential influencers. Begin by using tools specifically for that purpose. Small business apps like Upfluence and CreatorIQ are designed to help you find influencer marketing partners. They can even help you find other businesses to collaborate with, combining your marketing power. 

Another great option is looking at your loyal customers. You can ask customers to tag you on Instagram, Facebook, and Twitter. Review the mentions you already have. If you’ve got a customer singing your praises, that also has the six elements you need, it only makes sense to come to an understanding.

Always Be Refining

Don’t limit your influencer marketing campaign to a single mention or sponsored content. Find ways to establish the reach you’re achieving by giving your influencer a unique discount code. You’ll be able to track her reach through the code use. Work with several influencers to find a relationship that gives you the most bang for your buck. Consider different presentations, like a simple mention or picture, all the way up to a dedicated review video. Remember that influencers are the advertisers of the 21st Century and pay them accordingly.

Finding the right influencers for your brand is, in part, trial and error. Don’t give up and don’t get comfortable. Always look to expand your reach and grab a new audience with new influencers.