One of the main reasons why influencer marketing, one of the most widely used strategies to connect with audiences and build trust, is so effective today.

According to surveys, 90% of the specialists and marketing managers of companies trust the results of this branch of marketing. But they also recognized that their main challenge is to find the right spokesperson for the brand. In this article we are going to share with you some tips to overcome it.

Here are some recommendations so you can identify and choose the right influencer:

• Conduct Internet searches:

The process of identifying a potential influencer for your brand should be based on a list of keywords that identify your value proposition. These keywords, with which you can start an Internet search engine research, are divided into the following categories: those that define products or services, those that define a market niche, those that are used by competitors and the brands of the main players in the market.

• Ask a talent agency for a quote:

Prices are very high in the case of public figures, such as singers, actors or TV presenters. But there are agencies that specialize in more specific segments and you lose nothing if you make a consultation, because it can also help you identify influencers you don't have on your radar yet. Another option is to contact whoever you consider a potential influencer directly, through their social networks.

• Use free social media analytics tools:

To get public metrics from Instagram accounts, you can also turn to Awario, Buzzsumo, Unfluence or Talkwalker. What you will be able to do with these tools is basically find relevant conversations around your niche and analyze the main accounts involved. What data can you get? For example, the level of popularity of those accounts and how connected they are with your products and services.

• Find out what your competitors are doing:

Have they already run campaigns like this? who was the brand spokesperson? on what platforms and what kind of content did they share? did the brand's profiles have a significant rise in the number of followers? do you have any way of getting information about the success of those campaigns? it's not about choosing the same person, but analyze their profile, their level of influence and public image, and the hashtags that were used.