In 2016, influencer marketing beat out all other marketing tactics as the best way to reach your audience. How come? When you consider the fact that for every dollar spent on influencer marketing provides an ROi of $6.50, it’s easy to understand why! You can’t achieve this high return overnight, though! Your brand must invest in influencers who are engaging and relevant to your target audience.

Founded in 1996, Google has continued to be the go-to-place for the answers to all of life’s burning questions. It knows all, right? Sort of.

In the fast paced world of PR and communications, Google is a quick solution to most things. It will render thousands of results in a fraction of a second but when searching for influencers, communicators will have limited success finding what they need.

Here are a few things worth considering before using Google to find the right influencers for your brand.

Google results are vast

Googling “Fashion influencers Toronto” renders 694,000 results while a search for “Food Bloggers Toronto” renders over a million. Vetting these results to separate the real influencers from the not-so-real and find influencers relevant for your brand is a time-consuming, resource-draining task.


Results are not targeted

The pressure can result in PR professionals taking a high-volume “blast” approach. For a brand looking to engage and build long-lasting relationships with influencers, email blasting is not the way to go. Communicators need to know which influencers are most trusted by their audience, and they need to know as much as they can about an influencer to decide if the relationship will be a good long-term fit.

Leave old-school spreadsheets behind

With new influencers emerging every day, manually updating spreadsheets of contacts is impossible. A good database solution backed by a dedicated research team will provide detailed information about an influencer’s pitching preferences, followers, content and social media channels – far more quickly (usually) than you can get to it yourself. Armed with this information, communications pros can tailor messaging to create a personalized pitch. Truly inspired database solutions, such as Cision Communications CloudTM, are robust enough to also include an emailing feature that, when used in conjunction with list-building tools, allow users to track open rates, replies and other activity to uncover which messages are resonating and which are not. With a database of more than 1.6 million media contacts and 300,000 digital influencers, the platform offers a wealth of data and predictive insights to refine influencer outreach strategies and VIP access to the people engaging your target audience.


To learn more, read our latest white paper, The Five Truths of Modern Media Targeting.

To request a demo of Cision Communications CloudTM, click here.

About Melissa Meyer

Melissa Meyer is Cision’s Manager of Community and oversees Cision’s online customer community, Cision City. She has over 5 years’ experience in PR, writing, community and social media management. You can find her chatting about all thing PR, pop culture and basketball @_MelissaMeyer

Read previous post:
Building a Digital Media Kit: Key Elements to Consider

This post originally appeared on  A digital media kit or campaign microsite is a handy way to share content...