Choosing an influencer is everything. The right spokesperson can yield big profits. The wrong one can bring disaster.<\/p>\n
This post is “Part 5” in my influencer marketing series. I’ve covered what it is<\/a>, why to use it<\/a>, setting goals<\/a>, and picking the right channel<\/a>. Now it is time to choose influencers.<\/p>\n Recall the first installment defined the three types of influencers: aspirational, authoritative, and peer.<\/p>\n Aspirational influencers are typically celebrities with large audiences and broad appeal. Authorities are the niche experts people look to for specific needs, and peers are the neighbors, friends, and colleagues we trust in our day-to-day decision-making.<\/p>\n To choose, pick the type that aligns with your goals. A simple way to do this is to quantify the influencer type characteristics. Assign a score from 1 (lowest) to 3. You may want to alter scores for certain characteristics depending on your use case.<\/p>\nInfluencer Types<\/h3>\n