Why Google Won't Help You Find Influencers

Last year, influencer marketing beat out all other communication tactics as the new best way to reach your audience. When you consider that for every dollar spent, influencer marketing provides an ROI of $6.50, it’s easy to understand why. The key to gaining this high return lies in the caliber of influencers engaged and their relevancy of their audience to your target audience.

Since its launch two decades ago, Google has been the go-to place for the answers to all of the world’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 noting 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 whitepaper The Five Truths of Modern Media Targeting.

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

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