To drive awareness and expose new audiences to your brand, influencer marketing can help you build valuable relationships with consumers across social platforms. But how do you identify an influencer? Determining who the best advocates are for your organization and mapping out a plan that ensures all involved will benefit can be a challenge.

In this week’s #SproutChat we were joined by Sprout All Star, Adam Buchanan of Experticity to discuss the ins and outs of launching an influencer program. We touched on how to identify influencers, how gauge if a program is successful and if compensation should be involved.

An Engaged Audience is Best

Shape your influencer marketing program around engaged followers with established communities. Tap into subject matter experts who bring your brand into conversation.

Focus on the Relationship Before Payment

Compensation for influencers doesn’t necessarily mean cash payment. Rewards can look like VIP access to events or advanced insight into product launches and features. Since you’re already working with an engaged brand advocate and taking the steps to foster that relationship they may be more likely to spread the word about your brand without payment.

Tap Into People who are Already Showing Your Brand Love

Identify audience members that are constantly engaging with your social presence, these are your brand advocates. Monitor mentions and take advantage of reports in the Sprout platform to discover your most interactive customers.

Align Business Goals to Influencer Program Goals

When launching your influencer program make sure that your building something that aligns with overall business goals. Goals can vary from boosting engagement to conversion to sales. Either way, be sure to use the program to track progress and inform strategy throughout.

We’ll be back next week with Sprout All Star, Taylor Hall of GVC Mortgage to discuss social customer service and bots. Until then join our Facebook community to connect with other folks in the industry.