03 Nov Identifying and Building Relationships with Influencers
It’s all about relationships
Identifying and Building Relationships with Influencers
It’s all about relationships
How to Identify Relevant Influencers
Who are the relevant influencers in your niche? Who do your customers like to listen to and go to for help? Finding key influencers is all about finding the voice that your audience is attracted to. What are the industry events that your audience attends and who is the speaker? Search on Twitter using the hashtags of your audience. Search in the ‘People’ section to find influencers related to the hashtag.
Consider how relevant the influencer you’re considering is to your business. Look at their overall audience and analyze for specific things. How engaged are they with their audience? How large is the audience and what kind of response do they elicit from them? A small audience is not necessarily a bad thing if there is high engagement. You’ll be able to tell that the audience is focused based on the amount and quality of comments, likes, shares, etc.
Look for an influencer who consistently publishes and understands their audience well. When they understand their audience well, they will be able to provide you with specific information about the audience and what they would like to see more of. Use that information and work with the influencer to create content that meets the needs of their audience. Take notice if the person connects with like-minded influencers as well. The key to effective influencer marketing is making sure that you actually reach the right audience.
Influencers can help:
- Shorten the sales cycle
- Increase the number of impressions on your content
- Drive traffic to posts
Building Influential Relationships
Engage with them first by sharing their content. Be authentic and tell them why you really do admire and respect their work. Authenticity is the most important factor. The audience can immediately tell if the influencer is promoting something they would never use. To start the conversation, leave comments and don’t make the interaction about you or your business. See what you can do for them and be the first to offer.
Meet influencers virtually or at an industry event. You can also create an industry event of your own and have them attend or speak. You can interview them and divide the content into video, text, infographics, and more. Engage with your audience so frequently that it becomes a habit more than anything. Influencers help increase exposure of your brand to your target audience. Influencer marketing has been shown to be ten times as influential as the content curated directly from a brand. Putting a face to your brand encourages brand loyalty. Brand loyalty still exists, you simply have to gain it. People like to refer to their friends and favorite blogs and will trust reviews from those sources.
Micro-influencers can be found with a bit of research. These influencers are a step down from having 250k to 500k followers. Micro-influencers have a following of up to 100,000 engaged people. These influencers can be identified because they comment on your social media pages, use your custom hashtag, and create social mentions. For assistance identifying influencers, reach out to me.