Brands mess this up and falsely conclude influencer marketing doesn't work (don't let this be you)
What is this thing that you should not mess up?
It's the foundation of your influencer marketing program.
The very core on which the building stands 🏗
If you start on a shaky foundation, the building won't hold up for long.
Age old advice.
The foundation of your influencer program - an ICP
(no, not the ICP you think)
When you started your brand/project, I'm sure you created some persona documents for who your customer was going to be. An "Ideal Customer Profile".
I want you to create another ICP, except this time it's an Ideal Creator Profile.
List down the right attributes for who you want to work with (and please go beyond quantitative metrics):
- 3-5 core Keywords and Hashtags
- Audience size and Engagement Rate
- Platforms
- Charisma and connect
- Content quality (hooks, engages, and sells?)
Here's a detailed list of parameters to help you with this.
Just doing this will set you up for success. Why?
Once you know who you want to work with, and who you don't want to work with. It's easy to avoid common pitfalls.
Too many brands resort to working with anyone that fits a certain follower range and hashtag criteria. But remember, you should be in the business of building long-term relationships with creators (and not one-time paid deals).
You need to pick the right people to build with.
Excited to hear if anyone has thoughts, attaching a ICP framework with this post. Helpful?
