Influencer marketing is a quickly growing concept in the world of digital marketing, and for good reason. It allows you to focus your efforts on getting the word out about your brand through people with a large online presence, making the most of your valuable time and money. Most marketing professionals agree that targeting these online tastemakers is a win for your bottom line, but making the first step can be a challenge if you’re unfamiliar with influencer marketing. Here are a few ways you can identify and approach influencers in your field and start generating buzz around your business.
Who Are Influencers?
Influencers are people in your field who have the power and reach to influence the buying decisions of your potential customers. Examples include journalists, bloggers, reviewers, analysts, and celebrities. Anyone your target audience might turn to for advice or whose opinion they value is a good candidate. The combination of a trusted online image and the ability to reach a large number of people is what makes influencers valuable, and why you should consider making use of their voices to help your brand’s visibility.
Identifying Your Influencers
There are several easy ways to find influencers in your field. Google Blog Search and Technorati both offer search results geared toward finding influential bloggers in your industry. Just search relevant keywords and see how many followers the bloggers you find have. Searching social sites will also help you find valuable influencers. Remember to tailor your social media approach to your business—for instance, if you run a jewelry shop, you might want to target popular users on Pinterest. If your company does B2B marketing, check LinkedIn for prominent members of your target audience who can help spread the word about your company.
Once you have a general idea of who the influencers are in your field, make a ranked list based on number of followers or expected influence over your market share. That way, you can easily keep track of what you hope to accomplish through your influencer marketing efforts when reaching out. Send each of your chosen influencers a personalized email inviting them to work with you to increase awareness of your brand. Share what your company has to offer, and be sure to emphasize what your influencers stand to gain by endorsing your business. Some influencers are paid, but many work for added exposure and engagement opportunities. Decide beforehand how you will be compensating influencers for their efforts.
Always thank your influencers when they provide and share content, and keep in touch in case other opportunities should arise. Nurturing these relationships will save you a lot of time and money when it comes to reaching your audience, and there are lots of benefits to be gained on both sides.
For more information about this exciting marketing trend and how you can make it work for your business, contact the experts at AMMA Digital Marketing at 800-466-0684 or send us an email to get started.